Is Blogging Still a Viable Marketing Strategy?

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A person writing a blog article.

The rumors have been swirling for years—the age of the blog is over.

That might apply if you’re just now launching your minimalist lifestyle blog, but what about a blog for your business?

If you aren’t already regularly posting fresh content on your website, then you’re missing out on some big opportunities. According to TechClient, you have a 434% higher chance of being ranked highly on search engines if you run a blog, and your business will generate 126% more leads.

Updating your site with new pages and building internal links will help boost your SEO a ton. And by driving more traffic to your site, you’ll generate more leads and more customers.

Blogs are also great places to develop your company voice and connect with your audience. Customers learn something new about your product or your industry, and you build your image as a trusted, knowledgeable company.

So, how do you run an effective marketing blog? We’re doing it right now, so we put together some answers do your biggest questions.

What should I post?

Really, you can post almost anything that you think would resonate with your current and target customers. This could range from case studies and testimonials from past customers to industry advice or staff profiles. If you can dream it, you can blog about it.

You can also be a source of industry news. When WordPress released the Gutenberg editor, we made sure to make a post about it to make sure our customers were in the know.

One thing to keep in mind is variety. You’re audience will be diverse in age, interests, and knowledge, so you want to be able to keep everyone engaged.

Who should write my blog posts?

There are a lot of different ways you can go here. If you don’t have a robust in-house marketing team, then you might want to go with a freelancer or two. You can also ask your staff members to contribute a post once in a while, or partner with another company for some guest content. You could post a transcript of an interview with an industry leader, which can be less labor-intensive. Or, even better, get your partners to write posts for you! It helps bolster connections, boost collaboration, and gets visitors to your site that you’d otherwise never get an audience with.

How often should I post?

We recommend weekly at least, though it’s more important to just be consistent. To help build out an editorial calendar, look for sources of regular content. For example, if you already have a weekly podcast, you can also post a small summary of the week’s episode on your blog.

Your blog will also pay off far in the future. HubSpot claims that 70% of their blogging traffic is on older posts, not their new content. This means it’s worth it to go back and update some old posts, which will boost SEO and keep your content current.

Can I post other content?

Of course! Like we said about your audience, not everyone wants to read a blog post (though 77% of internet users reportedly do). Your blog can also be a place to post infographics, videos, or a link to your podcast.

Besides SEO, what else can my blog do for me?

Your blog will help establish you as a knowledgeable industry leader, especially if you have a sales or support team. Your blog can serve as a resource for both your customers and your sales or support staff. Plus, well-informed customers will be able to have much more productive conversations with your sales and support staff.

Your blog will also help build your relationships with your current customer base. You can keep in touch by linking to your blog posts in an email newsletter, and they will see you as an active industry leader.

While many individuals claim that ‘Nobody wants to read anymore,’ or that ‘Blogging is for dinosaurs,’ we’ll just say…you made it this far, didn’t you? Not only does blogging help inform, captivate, and educate your audience, but it also helps your site look better toward Google, which highly prefers websites that are updated regularly to those that sit untouched for months at a time. If you need help developing a blog strategy, or heed the help of some content creation experts, we’ve got just the thing. Check out our Strategic Partner Program for details on some companies that can help take your blog from 0 to 60 in seconds.