Why having a blog on your website is more important than ever

You don’t need big budgets for blogging. All you need are a handful of big ideas and somewhere you can talk about them. And because all you’re really paying for is a team member’s time, a blog can be a great way to easily add value to your marketing strategy.

But it’s not just your business you could be adding value to. If a prospect is sizing you up against a competitor, then using your blog to add value to your own products and services is a great way to stand out. Think about it: your customers don’t only just get your product; they gain access to a whole host of free content that will help them get the best out of what you’re selling. And at a time when everyone wants more for less, it’s things like this that can help you get ahead.

Our social feeds are now peppered with sponsored ads. Even when we don’t see that #ad hashtag in the corner of an Instagram Story, at a time when influencer marketing is everywhere, sometimes we can’t help thinking we’re being sold to. Your blog is a place where you can really showcase your personality and build an authentic brand story.

Unlike social posts (which can vanish from feeds after 24 hours) your blog is a library of content that stays live for as long as you want it to. And it's somewhere you can add posts that will gradually build your credibility and position your business as an industry leader. Yes you can add CTAs and use your blog to help drive sales and enquiries, but treat it more as a tool for starting conversations, creating communities, and showcasing your genuine self. Because when it comes down to it, there’s no better place to do that than your most valuable asset: your website.

Blogs have historically been used to aid SEO. And although most businesses rely heavily on paid ads for driving traffic to their site, SEO isn’t dead. In fact, if a monthly blog post featuring all those great industry-focused keywords that Google wants to hear helps you climb the SERP, then as far as we’re concerned, developing a basic blog strategy is a quick win.

Plus, it’s important to remember that while paid ads appear at the top of the page, they aren’t always what users want to click on. Sure, Google has switched up its UI so that paid ads don’t stick out like a sore thumb as much as they used to, but it’s still clear which businesses have paid their way to the top. A lot of people will still navigate straight past them and start browsing through the organic results instead.

Having a bank of content to post about on social media is something any business dreams about - especially if you’re thin on the ground or simply don’t have the time or budget to invest in a dedicated social media department. A blog stocked full of great content is essential for any brand looking to incorporate more content marketing into its digital strategy.

However, evergreen blogs aren’t just great for filling up social calendars. They can feature in marketing emails and newsletters, be included in internal conversations with clients and prospects, and can even be repurposed into articles for industry publications. And every link you include to a blog post is another opportunity to drive traffic back to your site.

It’s true that your blog can help new customers land on your site and encourage them to convert. But that isn’t (and shouldn't) be your primary goal. Your blog is a great place to link to other sites, build communities with similar businesses, and simply build brand awareness in your industry.

Word of mouth is a wonderful thing. And so if people have heard of you, connected with you, or been following you for a while, you’ll be high on their list of recommendations when the time comes.