Blogs are so 2000s right?
With the rise of social media, video content, podcasts and other new marketing trends, the humble blog seems less critical than it once was.
The heyday of the “blogosphere” may have passed, but that doesn’t mean they don’t have a place, or need to be thrown on the noughties nostalgia scrapheap with MySpace, MSN and paying for ringtones.
In fact, blogs are still an essential marketing strategy for lots of successful businesses. Here, we’re exploring why your business should still have a blog, and the best practices for creating and maintaining one.
Do You Need a Blog on Your Website?
If you’re asking yourself, do I need a blog on my website?, you’re not alone. Many business owners are wondering the same thing as digital marketing continues to evolve, but we’re firmly in the pro-blog camp.
While it might not be a one-size-fits-all answer, for most businesses, a blog offers numerous benefits that go beyond simply adding content to your site.
Benefits of a Blog for Your Business
Blogs Still Boost SEO
One of the primary benefits of having a blog is that it helps improve your website’s search engine optimisation (SEO). Google prioritises fresh, relevant, and high-quality content. A well-maintained blog can help you rank higher for keywords related to your business, driving more traffic to your site.
By publishing consistent blog posts optimised for relevant topics, your website has more opportunities to show up in search results. This is especially useful for long-tail keywords or niche phrases that your customers are searching for, rather than just direct product or service related terms.
Search engines also favour websites that are regularly updated, and a blog is a great way to keep your site active without having to change key pages unnecessarily.
Blogs Establish You as an Authority
A blog gives you a platform to share your expertise and insights about your industry, in a longer form than most social media platforms allow, or at least than most social media audiences have the attention span for.
When you consistently publish informative and valuable content, you position yourself as a thought leader and authority in your field. This helps to build trust with potential customers, as they can see that you have deep knowledge and understanding of your industry.
Whether you’re writing about industry trends, answering common questions, or offering solutions to common problems, a blog allows you to showcase your expertise in a way that attracts and engages your audience, resulting in increased brand awareness and potential business down the line.
Blogs Can Improve Customer Experience
From product guides and tutorials to FAQs and how-to articles, blog content can help improve the overall customer experience. When customers can easily find information on your site, it reduces frustration and improves the likelihood that they’ll complete a purchase or return for more services.
For example, if you sell tech products, a blog with setup guides or troubleshooting tips can reduce the number of customer service inquiries you receive. The more useful your blog content is, the more it can function as a self-help resource for your customers. Everybody wins!
Blogs Give You a Platform to Weigh in on Important Topics
A blog offers your business a voice. Whether it’s addressing important industry news, offering your take on recent trends, or responding to customer concerns, a blog allows you to engage in the conversation.
Your blog can also serve as a platform for you to respond to major industry events or societal issues. For example, if you value sustainability (and why wouldn’t you?), you can use your blog to highlight your environmental efforts and initiatives. Consumers care about corporate responsibility, and this can be a powerful tool to show you take that responsibility seriously.
Is a Blog Right for Every Business?
Blogs can be beneficial for almost every business, but having a blog might not be “essential” for every industry.
For example, companies that rely heavily on visual content, such as fashion or art brands, might find that platforms like Instagram and Pinterest serve their audience better than a blog, but even in these cases, a blog can still give you a better platform to delve into the details of industry trends or wider issues, or even just elaborate on your social posts in more detail.
Use your socials to grab the audience’s attention, and then include a link to your blog for those who are interested in diving a little deeper.
To determine whether your business needs a blog, ask yourself:
Does your audience regularly search for information online?
If your target audience frequently turns to the internet to solve problems or research products, a blog could be a key tool for attracting and engaging them.
Are there important topics or trends you can speak to?
If your industry experiences regular changes or requires ongoing education, a blog can help position you as an authority.
Can your blog content add value?
If you can create posts that genuinely help your audience—whether it’s through advice, insights, or step-by-step guides—a blog can strengthen your customer relationships and establish trust.
If the answer to any of these questions is ‘yes’, or you just want to write a blog, go for it. You’ve got nothing to lose and potentially a lot to gain.
Best Practices for Blogging in 2024
Write for Your Audience, Not Search Engines
While SEO is essential for establishing your site’s online presence, your primary focus should always be on providing value to your readers. Write content that addresses your audience’s pain points, answers their questions, and solves their problems. Search engines reward high-quality content, so when you prioritise your audience, the SEO benefits will follow.
Do Keyword Research
Effective blogging still requires solid keyword research. Use tools like Google’s Keyword Planner or other SEO tools to identify relevant keywords that your audience is searching for. Incorporate these keywords naturally into your posts and you’ll increase your chances of ranking higher in search results.
Ensure Your Content Adds Value
Don’t just blog for the sake of it. Each post should serve a purpose, whether it’s educating your audience, providing solutions, or giving insights. High-quality, valuable content will keep your audience engaged and coming back for more.
Make It Visually Appealing
A blog post filled with nothing but text can quickly become overwhelming and dull. Use images, infographics, and videos to break up the text and make your posts more visually appealing. This can also help with SEO, as multimedia content often performs better in search results.
The bottom line is a blog can still be a powerful tool for your business, driving traffic, establishing authority, and improving customer experience. While it might not be essential for every industry, most businesses can benefit from regularly publishing high-quality, value-driven content. So give the blog some love and get writing!
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