Do I Need a Blog? Why Blogs Matter to Content Marketing

Does my business need a blog, you might wonder? Blogging is an essential part of content marketing, because it provides potential customers with information. It’s not overtly selling anything, even if it includes a call to further action.

Instead, customers are free to take your information and use it for free, no questions asked. From how to choose a new furnace (and whether you need a medium- or high-efficiency model), to how to stage your home for the best resale price, there's no limit to the type of content you can provide.

Consumers trust the information they read on blogs, whether they’re influencer or corporate posts. According to BlogHer, over 80 percent of consumers say that they trust information from blogs.

Furthermore, site traffic to websites that have more than 20 blog posts increases by almost a third. This is due in part to the search engine optimization (SEO) benefits of answering questions consumers are asking. Even better, consumers who read custom blog content feel more positive about the company and its brand.

Blogs Benefit Companies and Customers

There are other equally persuasive reasons to invest in a blog for your website — and you should think of it as an ongoing investment. For instance, having this sort of business content online is the easiest way to establish your executives as thought leaders. In terms of internal communications, it’s a great way to promote employee engagement.

An open call for blog ideas and an invitation to contribute to the corporate blog can make junior communications staff feel appreciated. In addition, this practice gives employees not involved with marketing or communications a chance to shine, all while providing insight.

Think about the benefits of a tech support customer service blog that highlights five things you can do to fix your internet issues before waiting on hold for five, 10, or 30 minutes. This will make your customers happier, save time for your service representatives, and establish your value as thought leaders and experts in your industry. It boosts the user experience on your website and is a critical aspect of marketing for small businesses.

But Isn’t Blogging Dead?

It’s hard to know when the “blogging is dead” rumors first started, but by 2012 many social media experts jumped on the bandwagon and had virtual funerals for their blogs. Mobile was king, and mobile didn’t favor long-form writing, especially not long-form writing that wasn’t constantly updated.