While some may have us believe that blogs have had their heyday, there is still much to be gained from publishing regular blog content. According to one source, there are 70 million new posts each month, and more than 40 percent of the web is built on WordPress. For brands, making a mark in today’s interconnected world means not just keeping up, but standing out as well. That means publishing consistent, quality, compelling, authentic content that adds value for your audience and is deemed valuable by search engines.
The benefits of creating regular blog content are many — from improving SEO to attracting earned media attention to building a trove of content to pull from. Below, we share insight on several of the greatest advantages to maintaining an online presence.
Build brand awareness
First and foremost, regularly publishing content on your blog is a great way to build brand awareness. By consistently putting out quality content, you can attract potential customers and keep your brand front of mind. According to HubSpot, businesses that prioritize blogging are 13 times more likely to see a positive ROI. This is because blog content can help establish your brand as an industry leader and build trust with your audience.
Build authority, credibility and trust
That leads us to the second benefit of maintaining a regular blog: It helps build authority, credibility and trust in your brand. Instead of simply promoting your products or services (that’s what advertising is for afterall), use your blog to share valuable insights, tips, anecdotal stories and advice related to your industry and the problem(s) your product or service helps solve. When you provide your audience with useful, accurate, authentic content, they are more likely to view your business as a thought leader and, thus, return to your site in the future. In one study, conducted by Content Marketing Institute, 61 percent of respondents said they are more likely to buy from a company that delivers custom content.
Improve your SEO
Of course, one of the most significant benefits of creating a blog for your business is the ability to improve your SEO. By regularly publishing high-quality content on your website, you can attract more visitors and increase your search engine rankings. According to a study by HubSpot, companies that publish 16 or more blog posts per month receive almost four times as much traffic as those that post four or fewer times per month. Publishing consistently to your blog tells search engines that your site is updated regularly and, therefore, should be checked more frequently to discover this new content. That said, most marketers are in agreement that quality is a prerequisite. In a survey by the Content Marketing Institute, 70 percent of B2B marketers said they prioritize quality over quantity when it comes to content creation.
Foster deeper connections
But it’s not just about improving brand awareness or SEO. Blogging also helps foster deeper connections with your audience. By creating compelling and, most importantly, authentic content that adds value for your audience, you can spark meaningful engagement that leads to lasting relationships with your customers, which is what most consumers say they want — 64 percent in fact, per one survey. More than half also said that they begin to build a relationship with a brand when they feel the brand understands them and their wants. Regular blog content — also shared on social media — provides an opportunity and a forum for brands to engage with and learn from their customers, contributing to a better understanding of them and their needs, thus helping build those connections.
Humanize your brand
Consumers have also noted that they feel more connected with a brand when its values align with their own. That leads us to another benefit of blogging — the opportunity to humanize your brand, which can be done via storytelling. By telling the story of your brand and the people behind it, you can foster deeper connections with your audience and demonstrate your values. More than tips or technical information about your product or service, storytelling connects on an emotional level with people and separates your content from the sea of generic content currently out there. Telling the authentic, personal stories behind your business and brand — from its founding members and employees to its strategic partners and customers — demonstrates your commitment to living out your values (i.e., sustainability, quality, community, social impact, etc.). In fact, psychologists agree that compelling narratives beat even the most customized tagline. By connecting on a personal level with your audience, you can foster a more loyal, engaged community around your brand.
Improve your ROI
When customers feel connected to a brand, they are more likely to spend more with that brand — 57 percent of respondents in one survey said this specifically. Furthermore, 76 percent said they will buy from a brand they feel connected with over a competitor. In yet another study, 71 percent of consumers said they are more likely to recommend a brand with whom they have an emotional connection. That brings us to our final benefit of creating consistent, compelling blog content: the ability to improve your ROI.
When it comes to blogging, the statistics are clear: Brands that prioritize blog content are more likely to see a positive ROI, and consumers feel more positive about and closer to companies that provide custom content. So, if you haven’t already, it may be time to start thinking about investing in this simple, yet hugely beneficial best marketing practice.
