We live in a content driven world. Yet, within the ever–changing landscape of digital marketing, blogging is still as relevant as ever. Why? Because content is king.
Let’s look at a few statistics.
According to Hubspot, 51% of business owners report that content management is “very” or “absolutely” critical to creating a cohesive buyers journey. Additionally, 47% of buyers viewed 3-5 pieces of content before engaging with a sales representative or purchasing a product.
It all comes down to the fact that companies need to be producing a steady flow of content if they want to remain relevant in the online space. Why? Because if you’re not producing content, how else are you going to engage potential leads? The people actively doing this are reaping the benefits. If you’re not doing this, you’re probably losing leads and business as a result.
This doesn’t need to be the case.
According to Hubspot, marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts. Another 45% of marketers also said blogging is the most important aspect of their content strategy. And companies who blog receive 97% more links to their website through search engines than those who don’t.
If you’re new to blogging and don’t know where to start, here’s how it works.
What blogging does is allow you to populate your digital presence with content that never runs out (as long as you keep creating it). And the best thing? Outside of time, it’s completely free to produce.
So why is content important?
Content is important because if you’re not occupying space associated with a certain topic or product, someone else is. Lets say a person Googles “healthy lifestyle” advice. Are you and your business in that space, educating and nurturing the user through the decision making process? You can be.
If you’re a small business owner, chances are you know a thing or two about your industry. You wouldn’t have made it this far if that wasn’t the case. So ask yourself, “what should people know?”
What should people know about your product or the industry? What will prospective clients find informational or lead them to a purchasing decision? There are a multitude of topics within those questions and they are all subjects you can write about. What is relevant to your audience?
Blogging is great for a few reasons. First, it allows you to gain trust with the consumer, setting yourself apart from the competition with content backed up by facts. This increases your company’s perceived value and can gain you trust with the consumer.
Secondly, it provides a way to constantly put fresh content in front of the user. Creating content that is relevant and shareable can do wonders for your businesses online game, including lead generation.
Remember the stat above? Buyers viewed 3-5 pieces of content before engaging with a sales representative or purchasing a product. This means blogging can directly create leads and push the customer the further through the stages of the buyer’s journey. It’s an opportunity to sell your product and knowledge.
So what will you write about?
As a small business owners we know how crazy the digital space can get. But let us be the first to tell you, blogging is worth it. Investing the time to write about relevant topics can be the difference between a successful or unsuccessful web presence. At the end of the day, if you’re not blogging about a subject you know, your competitors are. So, what are you waiting for? Go BLOG!
P.S. If you don’t know what a blog should really consist of, we broke it down for you! Just subscribe below and we’ll send you over our blog outline!