Small business blogging works because it can be combined with multiple channels of discovery, particularly social media. It’s an effective way of adding real value to a website; as each new article is published, the site is regarded as more of an authority on a specific subject or within a niche industry. This coincides with the fact that 81 percent of US consumers trust information and/or advice they find on blogs, according to a study done at Arizona State University.
Blogging allows small businesses to effectively and efficiently share in-depth content with consumers. Blog posts about topics that will interest and help their consumers are a great benefit to small businesses. Companies earn consumers’ trust and likewise earn the opportunity to promote its products and services across different online properties.
Blogs and Search Engines
The search engines put a lot of emphasis on blogs through their organic ranking factors for one simple reason: fresh content. Every new post is activity the search engines react to by recrawling the site and including the new content in their index. Such content will be retrieved time and again, which means every post creates value over and over.
Conversely, sites which do not publish new content on a regular basis aren’t considered valuable to the search engines. After all, other sites are publishing new material that is just as relevant, but has the advantage of being timely.
If you are running a business website without a blog, you are missing out on some big opportunities to engage your prospects and increase website traffic. A static website that doesn’t change or feature new content is essentially an online brochure. In today’s social media-driven world where engagement with your customers is expected online, blogs are essential to marketing your business. —Forbes.com
Therefore, blogging works for small businesses because each new article contains information relevant to a specific query.
When someone searches for that information, the search engines serve up results which include that information. However, search engines aren’t the only things that blogs interact with. Every new article is a marketing platform that is able to:
- Reach new prospects
- Reengage existing customers
- Find potential employees
- Reach out to marketing partners, investors
- Become a source for media (journalists and bloggers)
This means every blog post goes beyond the site on which it is published, it can reach further through social media, where it can be shared by other businesses in the industry as well as be discovered by more consumers.
Small Business Blogging Benefits
Put simply, blogging is a way to create and publish conversational content that isn’t salesy. The value is in the content and ability for companies to leverage the inherent promotion and engagement capabilities. Blogging offers a few key advantages:
- Blog articles are sharable, linkable content which address specific prospect and customer interests
- blogging serves is the hub of a hub and spoke model of content marketing and social media promotion
- Every blog post is a promotable SEO and social media asset
- Each new article is a potential destination for an inbound link and an entry point through search engines
Blogging works for small business because it is not only cost effective advertising, it’s a medium to reach an ever expanding audience. The more content that is published by small businesses, the more value their site has to search engines, consumers, other businesses, and media.