When I speak to clients about content, the word ‘blog’ often crops up. But what previously may have been assumed as a term for a hormonal teenager’s online diary has quickly changed into a place for brands to connect with their audience.

Many businesses don’t believe that blogging is for them, instead, everyone may say that “blogging is dead!” and that It’s all about the latest trendy platform (see how down with the kids I am?).

Yet, year after year, blogs are what drive readers to company websites. They are perfect for repurposing across social media and in short, blogging just works.

But why does your website need a company blog? Well, I’m going to tell ya.

You’ll start ranking organically

Many businesses set themselves up with Google Ads and then spend the rest of their time (and lives it seems) trying to dodge their calls and working out how to make their ads work. Often, the content you’re sending searchers to just doesn’t… work. If you’re sending people to your homepage when they’ve searched for something specific, you’re going to lose their interest. 

Blogging allows you to add personality to your brand, as well as slip in those juicy keywords you’re hoping to rank for. Be sure to combine the latest industry news and your researched keywords into your content - After all, you need to stay relevant, incorporate the words your audience is using and be smart with your choice of keywords.

A little tip: Don’t be tempted to try rank for loads of keywords per page. Instead, write naturally. If I wrote ‘this blog is about your website blog and how your company website needs a blog’, it would sound unnatural, right? Plus, Google will penalise you for keyword stuffing.

You’ll be seen as an expert in your field

I like to think of blogging as a bit like a newspaper. Once you start, you need to keep it up. You wouldn’t visit a news website that was months of date, would you? So if you’re going to commit to a company blog, set yourself a schedule. Once people know that you’re posting something new every Wednesday, they’ll know when to come back for your awesome new blog content.

Maybe you run a bar? Start a blog with posts on the best cocktails, how to make your favourite cocktails non-alcoholic or the best recipes. You get the idea!

After all, you want to prove you know what you’re talking about. Help your readers and create valuable content that they can trust and share. Once you set yourself up as an expert in your field, it’ll benefit your business in a number of ways.

It’s great for improving internal linking

Although you can’t always get as many inbound links as you may like, internal linking is totally within your control. This helps the user to navigate around your website, find similar content and point them in the direction of the most important pages of your website.

If you can, link to other blog posts of yours. The more relevant the links, the higher chance it’ll rank better. Which then equals in more traffic, therefore more leads, hoorah.

Blogs are a great conversation starter

Blogs are so powerful for a number of reasons, including their ability to start conversations with your target audience. Share your blog in as many places as possible and ensure your comment section is visible so users can get involved. If you can start a debate, get questions and receive feedback, even better.

Blogs give you lots of juicy social media content

If you’re working hard on social media with little traffic to your website, the chances are, you’re doing one of these two things (or both):

1. You’re sending people to the same pages time and time again

2. You’re sending people to other websites because you don’t have blog content yourself

Well, that stops here! Once you’ve got your content plan together and you’re ready to roll, your social media calendar will pretty much fill itself. Don’t forget to change your content around a little depending on the platform, as users on Facebook will expect different sizing, language and styling to those on Instagram.

Little tip: Take advantage of carousels. If you’ve got a kickass blog, don’t be afraid of showing it off and summarising it into a 10 slide carousel. Psssst, we do that too.

Feeling unsure where to start with your company blog?

Don’t worry, we’ve got you covered. Get in touch with the Second Mind Marketing team and we’ll be happy to help.