Why Your Brand Absolutely Needs a Blog, Especially in 2022

There are over 570 million blogs occupying The World Wide Web and 6.9 million posts published per day.

That seems like a lot of competition. But for businesses, blogging is an opportunity.

Businesses that blog see 13 times the ROI of those that don’t and drive 55% more traffic to their websites on average.

And that’s only the beginning.

As one of the most widely-used forms of content marketing, blogging is just plain good for business.

 

What Does Blogging Do for Your Business?

Blogging is a form of inbound marketing that attracts your ideal customer. This content marketing strategy makes visitors aware of your brand and gives them a peek behind the scenes.

With blogging, you’re not selling your products or services up front. Instead, you’re selling your brand first.

You’re selling your experience and knowledge, sharing your brand story, and showing a willingness to guide potential buyers along their journey from awareness to conversion.

With blogging, you’re laying the groundwork for future conversions. This brand-first approach provides potential customers with insights that make the sales process more personal and much smoother.

Yes, it’s a long-game approach. But when nurtured, this content marketing technique pays off in so many ways.

Increases Organic Website Traffic

It’s a crowded internet out there.

With over 1.8 billion websites online, it’s difficult to stand out from the crowd and drive traffic in your direction.

The natural inclination to bring in traffic is to spend marketing dollars on advertising. When done right, it works.

But remember those billions of websites competing for your customer’s attention? Businesses can’t afford to rely solely on ads.

Think of blogging as diversifying your advertising dollars. Adding informative content to your marketing strategy will bring in more traffic than advertising alone.

Creating blogs with valuable information relevant to your potential buyer is the key to driving traffic to your website.

When visitors come across a blog post that’s suited to them, they click through to your website. That blog post is equivalent to having the tallest, brightest sign in a bustling shopping center. Your brand stands out from the crowd, and the customer chooses you.

Boosts Search Engine Ranking Through SEO

Just as website optimization is crucial for discovery, blogging with SEO (Search Engine Optimization) in mind is just as important.

To ensure those newly-written, super-informative blog posts have the best chance of being found, they need to be optimized for search engines.

Strategically placed keywords within your posts and pages push your website ranking closer to the top of the SERPs (Search Engine Results Pages), making your brand website more visible.

But a great search engine ranking isn’t built on keywords alone. The quality of the blog post itself matters greatly in how it ranks. Google and company are smart enough to sniff out keyword-stuffing and backlink-buying.

Blog posts should be written for the audience first (providing actionable information) and Google second (keywords and backlinks).

On a standard website, there are only so many pages available to be indexed by search engines. But adding a blog to the mix can increase the amount of indexed pages by 434% and indexed links by 97%. This leads to more possibilities of showing up in the SERPs.

Blogging on a regular basis also adds fresh content to your website, which Google and other search engines view favorably. A stale or stagnant website drops in ranking while those that update more frequently rise to the top.

Blog posts optimized for search engines create a greater chance of being found organically, leading to a higher overall search ranking.

Helps Tell Your Brand’s Story

The Home page and About page of your website introduce your brand to online visitors.

But these pages, while informative, don’t tell the whole story.

Blogging goes deeper. It allows you to show what you know, expand on what your brand does, and demonstrate how you can meet the reader’s needs. One study showed 80% of people appreciate learning about a company through custom content.

When brands share blog content their readers identify with, visitors instantly know they’re in the right place.

They feel seen.

When visitors feel comfortable with your brand, they continue to seek out new, valuable information from you.

Sharing your knowledge through blogging rounds out your brand’s story, and when done right, your visitors become a part of that story.

Builds Consumer Trust

Picture this:

A new potential customer lands on your website, credit card in hand, ready to purchase a product they’ve been searching for.

They see you have the product in stock. What luck! And at the right price, too. Awesome! They add the product to their shopping cart, proceed to checkout, enter their credit card details, and click “place order.”

Bam! You just made a sale!

We can dream, right? Unfortunately, the customer journey isn’t always so simple.

Most customers take their time researching and shopping around before making a purchase. Not only that, when they buy from someone online, there are certain trust signals they look for before doling out their precious dollars.

They’re not just looking for the standard credit card authorization seals and secure checkout banners. Potential customers need to know your brand is as trustworthy as your checkout process.

Just as blogging rounds out your brand’s story, it also serves as a giant trust signal. The knowledge and expertise shared through your brand’s blog instills trust.

It shows that your brand is willing to go beyond just slapping products up on a website, out to make a quick buck.

Demonstrating your know-how and taking the time to educate your visitors goes a long way to building a strong basis of trust.

Creates Brand Authority

Established consumer trust and apparent expertise within your industry form what is known as brand authority. Having a quality product or service doesn’t hurt either.

Blogging is a huge part of creating brand authority. The competence you portray through blogging earns you the reputation of a well-known brand in your niche.

As long as you continue to generate useful, quality content, this authority builds.

Strong brand authority converts once-cold leads into loyal, paying customers. Not only that, but repeat business is easier to generate. This leads to lower CAC (Customer Acquisition Cost) and a bigger bottom line.

Encourages User-Generated Content (UGC)

I have three words for you: Word. Of. Mouth.

Is there any better marketing strategy?

It’s cheap. Nice!

It’s easy. I like that! 

It’s a no-brainer. Well, duh.

Can you imagine trying to sell your products or services before the Internet came along? No, thank you.

And forget the old-school word of mouth that traveled at a snail’s pace.

Instead of telling Susan down the block or Barb at the supermarket how cute and comfy her new shoes are, your happy customer is posting pics and videos on Instagram and hash-tagging the heck out of it. That’s user-generated content.

In today’s hyper-connected world, not only do our opinions have the power to travel at lightning speed, but they now have the power to highly influence others.

Blogging creates a buzz around your brand and products. Acquiring loyal customers through content marketing and making them happy at the point of purchase turns once dubious prospects into true believers. Believers who can’t wait to share their experiences with just a quick click of a button.

Amplifies Your Social Media Presence

While user-generated content is ideal, sharing your blog posts on social media is critical to establishing authority with your followers. Remember, your brand authority speaks volumes, and your blog is the messenger.

Regularly sharing content on social media keeps your brand top-of-mind with your followers. It also introduces your brand to new potential prospects through likes, shares, and hash-tagging.

Blogging provides a never-ending pool of ideas for generating social media content.

Just one blog post can fuel many social media posts. If you take a look at any well-written blog post, you’ll notice they are broken into sections for easy consumption. Each one of these sections, or topics, can serve as a different social media post. Each chunk can spark a conversation around your knowledge and your brand.

When followers comment on your social media posts, that’s an opportunity to connect. You want to respond to user comments because this not only creates engagement, it builds trust. There’s that word again.

The more you engage with your followers, the more community builds around your brand. When people feel a sense of community, they feel like they’re a part of something. And in turn, they will be more likely to share your content.

Consistent content-sharing and interaction increases your social media presence.

Builds Your Email List

Contrary to what many would have us believe today, email marketing is not dead.

With just over four billion email users worldwide in 2021 and the expectation of growth to reach a whopping 4.6 billion by 2025, it’s hard to fathom why anyone would discount email marketing.

If you’re going to throw your hat into the email marketing ring, you’re going to need an email list.

And how do you build an email list? Of course one of the best ways is through blogging.

Remember the lead-generating process: Your well-written, fully optimized blog post brings in a lead. The lead is then introduced to your brand. Your post wows them with your expertise and valuable problem-solving knowledge. The lead sees you know your stuff and they know they’re in the right place. Awesome!

But that’s not the end. At the end comes the CTA.

The what?

The CTA, or Call to Action.

Any good blog post should wrap up with a call to action. A CTA can be anything you want the reader to do next, including signing up for your email list.

You can post a signup form that offers a subscription for more blog posts or a newsletter. Or, you can offer an opt-in item related to your post such as an e-book, case study, or toolkit of some sort.

No matter what you offer or how you approach it, the signup process will involve getting the user’s email address.

The more useful and informative your blog post, the more likely the lead will be to opt-in.

Armed with an email list, your brand has the opportunity to further connect with your customer base, continuing to solidify a lasting relationship between brand and patron.

Increases Revenue

Blogging benefits your business through the points mentioned above. And all those points directly affect your revenue stream.

Can you increase revenue without blogging? Sure. But if you take this content marketing approach, it sets your brand up for long-term success.

Blogging works throughout your entire sales process, from awareness to conversion. Targeting customers at different points along the sales funnel with user-appropriate content builds a trusting relationship with them and leads to more sales.

As an added bonus, blogging is a marketing tool that keeps working, even when you’re not. When you stop paying for an ad, the revenue it generates drops off. However, blog posts on your website continuously draw in new clients.

With ads, the cost per clicks (CPCs) add up. An average small business can easily spend between $9,000 and $10,000 per month through Google ads alone.

Whether you hire someone to write it for you, or you spend your valuable time doing it yourself, you pay for a blog post exactly one time.

That’s a giant return on investment that directly affects your bottom line.

 

Blogging Builds Your Brand One Post at a Time

Blogging allows brands to market to people who are already searching for what the brand has, pulling in qualified leads that are eager to learn more.

It enables brands to stand out from their competitors and cement themselves as thought leaders in their industry, earning the respect of others and reaping the rewards of consumer trust.

Growing a brand through this grounded, organic content marketing method creates a foundation on which to build a strong, thriving business which values its customers.

Whether you’re starting a blog from scratch, or you have an old, neglected blog in need of dusting, now is the best time to get in on the benefits of blogging.