A blog is the best way to attract potential customers to your site. On average, websites with a blog have 55% more traffic than websites without a blog. In the modern world of search, it’s imperative to run a helpful and informative blog that potential customers can use as a resource. Large and small businesses alike can boost their online presence, encourage inbound links, find new customers, and more with a successful blog. If that’s not enough to convince you to start a blog for your business, here are 5 more benefits of blogging.

Why You Should Have a Blog: 5 Benefits of Blogging

1. Blog Content Fuels Your Site’s SEO

A blog is an easy and affordable way to drive traffic to the rest of your website. You’ve probably heard your SEO specialist say the old adage, “content is king”. This is true now more than ever. Google is looking at the content on your website to decide your site’s search ranking. Content determines where you will rank on Google, but it will also determine if you will be cited in AI. The AI models like ChatGPT, Perplexity, and Gemini are looking towards written content, like blogs, to answer user queries. If you want to be cited in this new age of search, you are going to need a blog to build up authority with these models.

Creating helpful and informative content on the topics surrounding your industry will help you attract customers. This is because Google and other search engines’ main goal is to provide users with the best possible user experience. This means serving users the best possible results to their queries, and search engines will reward the sites that help them achieve this goal. If you are able to help Google with answering questions like “how do I fix my leaky sink?” Google will, in turn, rank you well when people search “plumbers near me”. By answering the first question, Google views you as an authoritative and trustworthy source in your industry, so when people are looking for a plumber, you will be at the top of the rankings due to your authority.

It’s crucial that you are adding new content to your site and updating old content on a regular basis. SEO is a long-term investment that will probably never end, but the ROI is so much better than almost any other marketing strategy if it’s done right.

Write content that’s worth reading.

Create posts that prove you are an industry leader. Show off your expertise. Doing so will give your brand credibility and build trust among not just human readers, but also search engines like Google and the AI models.

Content that’s worth reading can include:

• Reactions to industry-relevant changes, especially if they impact your clients. This is a great way to show how your company will adjust to these changes to help the client.
• Case studies, especially if they’re populated with lots of easy-to-digest graphics and statistics that showcase how you help your clients.
• Thought leadership pieces to situate yourself as a leader in your industry. These are the topics that will serve as trust signals for the search engines and position you as an authority figure.
• Evergreen blog articles, or articles about content that is always going to be relevant to your industry, like a blog about how to fix a leaky pipe for a plumber. These blogs will be available for rankings and searches forever because they will always be relevant.
• FAQ blogs are blogs that relate to common concerns and questions that your potential customers might have about issues in your industry. These blogs are great ways to showcase expertise and build trust with potential clients. These blogs also improve SEO ranking by allowing you to rank in “People Also Ask” SERPS and AI overviews.

2. A Blog Gives Your Company a Voice

Having a clear voice as a company is an integral part of your brand. Customers connect with and are loyal to brands that have a company voice that resonates with them. A blog on your website is the perfect way to show your customers who you are and what your business values. Having a blog that provides helpful information about your industry in a way that resonates with your target market is a great way to build your brand.

A blog also allows you a space to interact directly with your customers. A comment section below each blog will allow you to answer any questions a client might have, and give you a clear space to showcase your company’s voice in a real client scenario. This is a great way to show potential customers the tone and way you interact with customers. Replying to comments is also a great way to build up trust with your audience AND with search engines. When search engines see comments on a blog post, it signals to them that the post is engaging, boosting your rankings by showing the search engine that your content is engaging and that you are trustworthy.

Use your brand voice and messaging in a helpful and informative blog as a way to build credibility and authority among your target market. This is going to help you generate brand awareness, build authority, and cultivate trust with website visitors.

3. Blogging is a Great Way to Communicate with Potential Customers

If your blog is a helpful source of information regarding the issues in your industry, it will be a great and cost-effective way to reach potential customers. If you want to reach potential customers with your blog, you should focus on writing about your customers’ pain points and concerns. Address these issues in a helpful and authoritative way.

Helping potential customers will allow you to showcase your expertise and build up goodwill with them by meeting them where they are and helping them before they ever spend a dollar with you.

Blogging is a cost-effective way to promote your business to potential customers. Your blogs will attract new visitors to your site, and hopefully, after reading your blog, they will stay on the site and explore your different services or product pages. Running a helpful and informative blog is relatively cheap compared to other advertising tactics, and it is much more effective because potential customers are seeking your advice and expertise rather than you going to them randomly like a billboard or TV ad.

4. Blog Content can be Repurposed

Your blog content can be repurposed and converted to fit different channels and audiences. There are so many different types of content you can convert a single blog post into. You can take a blog and convert it into an infographic for your social media channels to meet customers there. You could convert a blog post into a script for an audio post, podcast, or video to reach customers through those channels.

Converting blog content into these different types of media that you can post on your social media channels will help grow your brand awareness. Users are much more likely to share these types of helpful resources connected to your brand than they are to share your product pages. By investing in a blog, you are investing in a resource for your customer base to access through all different types of channels.

5. Blogs are a Great Way to Build up Your Network

Blogging can grow your network in three ways: showcase your thought leadership, open you up to collaboration opportunities, and build brand awareness from shares. Blog posts are a great way to build up the resumes and portfolios of the individuals writing the blogs. It’s a great idea to have your employees, and even your CEO, write blogs about their views and opinions on the new and relevant topics in your industry. By writing and sharing these posts to their individual networks, your company will be viewed as a thought leader in your industry.

When your blog and company are seen as a thought leader, people will start coming out of the woodwork to collaborate with you. These collaboration opportunities could look like influencers or media outlets reaching out to you for quotes on issues in your industry, or industry blogs offering you the opportunity to guest blog for them. Both of these are great opportunities to grow your brand awareness across new audiences.

A great blog post is likely to generate buzz and a decent amount of shares. People sharing your content with other people is obviously a great way to generate brand awareness, but other websites sharing your content helps your site more than just generating brand awareness. Other websites talking about and linking to your blog provide your site with valuable backlinks, which are extremely helpful to your site’s SEO success. These backlinks will help boost your domain authority and improve your overall search rankings. Click here to learn more about the importance of backlinks.

The Benefits Far Outweigh the Cons

As you’ve just learned, there are so many benefits that your site and brand could be enjoying if you started a blog. Your blog material will become the backbone of your SEO, improving your rankings across the board. You will be able to showcase your company voice to potential and existing customers, showing them who you are, what you believe in, and how you treat customers. You will be able to reach potential customers, offering them a resource before they ever spend a dollar with you. Your blog will provide you with content that you can repurpose to reach different audiences across different channels. Your blog will allow you to grow your personal and your company’s network through shares and collaboration opportunities.

As you can see, the benefits of a blog greatly outweigh the time and effort it takes to strategize and create the content. So, whether you’re looking to start a new blog or revamp your old one, don’t neglect blogging platforms as valuable digital marketing channels; they just might be the backbone behind your digital marketing strategy.

Looking to improve your content strategy? Let Digital Strike work with you to develop a content strategy that will fuel your marketing efforts. Contact us today for a free consultation.