The world of marketing is driven by content. It’s a simple rule based around the principle that to advertise a service you must have some way of presenting it to people, or in the case of digital marketing, pages to appear in search engines so your customers can find your site. One of the most effective methods of making content is to start a blog and fill it with lots of interesting topical articles which have been custom written to include keywords. Techclient reports that blogging drives up Google indexing 434%, meaning the bigger your blog, the more the Google algorithm pays attention to your site – which means better search results, and more clients in the long run.

There are many other reasons to write a blog as well, particularly if your company provides a specific or niche service, wants to show off its expertise, or just wants a place to show content which has been created by the company in a way customers can be attracted to it via a Google search result. Professions like accountants and lawyers, for example, may want to write simple guidebook articles on particular industry terms or services, to educate customers and drive up sales. 

What Is A Blog?

But what is a blog? The term harks back to a simpler time of internet, long before the current generation as we know it. The original term for a blog was a ‘web log’ – quite literally a form of diary or page where a user would include their thoughts or write posts on it to varying sizes of audience. This was an early foray into social media hosted on personal web pages, which quickly became superseded by MySpace, Tumblr and later on by Facebook and Twitter. The ‘web log’ concept brings back memories of ‘00s internet, where things were admittedly very different to the spaces we post in now. Hubspot has charted the history of blogging on their site for those who are interested.

Of course, since then the term has become more associated with a company blog, which is the ‘news’ or ‘updates’ page for a company’s website which is usually posted on by employees with extra time on their hands, or even maintained by an external company representative. Company blogs are an opportunity for a business to show its human side and project a tone through the writing style and content, and have become fairly popular in the digital industries that we know today.

SEO Optimization

The biggest aspect of company blogging is the way it interacts and synergises with SEO. Search engine optimization and company bogs work well together because the content of the articles contains the keywords necessary to drive up site traffic. These keywords are attractive to Google’s algorithm and can bring in extra customers from the search engines. The process of adding more pages to your website gives the web designer more ‘angles of attack’ for exploiting search engines. Marketing source Hubspot reports that companies which use a blog as part of their digital marketing strategy marketing get 67% more leads than those who don’t.

Different pages on the blog have different topics and so on, which means that each page can include custom links and tags in order to target specific keywords. Additionally every blog article can link to other pages on the internet, as well as internal pages on your own website, which gives Google’s algorithm more pathways to flow through, as it were. The more links, keywords and data which your website and its pages generate the better your SEO results will be, so blogging is extremely useful. 

Providing A Service

As for the articles themselves, it’s become somewhat of a prestigious duty for company bloggers to create the best content at the drop of a hat to fill the new blog with interesting and informative articles on a weekly or monthly basis. Some blogs are updated every few days or so, to maximise up to the minute SEO by capitalising on trending topics. According to SEO Tribunal, WordPress users publish about 91.8 million new posts every month, meaning that blogging never seems to stop. As the news cycle changes in the industry and in the world at large there’s a ton of opportunities for the blogging team to bring in customers just by using the trends at hand. Anything which is trending can be used in creative ways.

But it’s not just about harnessing trends – another great strategy is to post articles which will never go out of date, never stop being useful, and never need to be updated or taken down, at least in theory. Having content which will always get hits is another really good way to bring in customers. Trending topics have a peak of interest which then falls off, but how-to articles and educational content never really loses its appeal. It’s all about picking and choosing the subject matter wisely and offering an educational useful experience for the customer on a topic everyone needs to learn. 

Content Platform

A blog also serves as a place to keep other content your company has made that can help customers. For example, if your company has made customer help guides or technical support manuals, infographics on how to use a product, or even videos, these can all be used to flesh out an existing article. The video content your company makes can also be reuploaded on your blog in link windows half way through or at the bottom of articles. In short, the blog pages you create give you an opportunity to re-use content.

But that’s not the only way to do things – in fact, a blog is a really good place to capitalise on new content which you have just made. Say your company has just finished a contract with a site and made content for them, it’s a perfect place to link to that site as well as show off what you have made, all announced in a new blog article, with links. This not only gives your SEO a chance to thrive, but it shows to customers your business is going places. Nothing speaks to a potential customer more than showing that your company is successful and trustworthy, and this message can come directly from your blog. 

Improving The Website

And finally, a blog is a perfect excuse to invest in your website design. With more pages, more traffic and more content, it’s important to build a streamlined and modern frame around it in the form of a website. Some websites are even optimized so the content on the blog blends more seamlessly with the main content and the selling side of things. The other nifty tool for improving your website is incorporating a live chat window, and having that window also appear on your blog articles is another great way to attract potential customers.

The more popular your website becomes the bigger the chance of something on there going viral or just attracting regular interest every month, so the design of the website is crucial. There’s no point putting out feelers only for your web design to bottleneck your appeal with customers, so getting the look and feel of the website, as well as incorporating the features, is really important. The web design team and the blogging team have to work hand in hand to deliver the best possible finished product that you can build.

What Will You Do Next?

So, if you have a company, what will you do to showcase your content better? It’s as easy as starting a small blog with regular articles, and then seeing whether this works. The whole process of blogging can be done reasonably cheaply, with the inclusion of a page using WordPress or another back-end for designing articles. This can be done internally and the articles can even be written by existing staff if you don’t want to hire out for more help.

The world of blogging is tricky to master, but once a company gets it right it can help immensely, not just with SEO but with customer engagement, education, and making a platform for content. If you’d like to know more check out one of our companion books to this site, which has an extensive section on blogging for businesses. You can also read more about it on our website and our blog.