Why blogging should be the heartbeat of your content marketing strategy


If you’re asking yourself, “Should my business have a blog?” then you’re in the right place. Like all marketing activities, blogging takes a certain investment of time and / or budget. It can also be a complete waste of time if done badly. Which means it’s worth putting some thought into what you want to achieve with it and how you’re going to go about it.

But if you do get it right, then a blogger really can power your entire content marketing strategy. Here’s how.

It attracts visitors to your website

One of the best things about having Liz on the team is that she’s a whiz when it comes to data and analytics. And she told me something the other day which blew my mind: 38% of our weekly blog traffic comes on a Wednesday. That’s the day we publish our blog. You can literally see it on the graph like a heartbeat with a spike in the middle of every week.

And on the odd week where we haven’t managed to get a post out our stats fall by an average of 34%. The heartbeat just about flatlines.

So that’s real life proof of the value of a blog driving traffic to your website.

And the great thing is that it’s not just about the day or week that you publish. Hubspot created a very useful image about blog traffic that illustrates how the value of your blog increases over time. The more posts you add the more potential there is for Google to direct people to you and so it becomes an asset that is working continuously for you.

To give you another real life example, one of our most viewed blog posts is 5 important lessons I learned at entrepreneurial spark. It was published in January 2017 but it still generates hits for us now, giving it a pretty great return on investment.

It establishes your expertise

If you were in the market for a copywriter you’d want to make sure you found an expert, right? Someone with experience, someone whose advice you trusted, who had given you useful tips in the past - advice and tips like we publish on this blog?

Hiring a blogger is a great way to establish your authority and expertise within your industry. Which is especially important if you’re in a B2B business.

Not only can your share your own opinions, advice and insights but you can link to other experts in your field - a bit like I did with the Hubspot example above. This creates a ‘halo effect’ that cements that authority by showing you’re connected, that you’re reading relevant industry publications and that have your finger on the pulse.

What you’re aiming to do is get to the point where if someone says, “Do you know anyone who can help with X?” the answer is your business, whether or not the person answering has used your services.

It allows you to add value

If you write blog posts that are useful to your target audience they are bound to think more favourably about your business. Whether you give them expert tips and advice, inform them about the latest trends or inspire them with encouraging anecdotes, it helps not only give your brand credibility but also build a positive reputation.

Here are a couple of things people have said about our blog on social media recently:

“I really love your blogs - never found one I haven’t enjoyed or learned something from.” - Karen Cook, Plan and Grow

“I always read your blogs and they are always interesting, educational and inspiring. Thank you so much for writing them.” - Kirsty Northover, Little Pickles Photography

Isn’t that lovely?

I often share blog posts with people as they progress along the sales journey too, or after a job is finished as a sort of aftercare activity. These little touches can make the difference between someone choosing you or a competitor.

It builds a bank of website content

As I’ve already mentioned, investing in your blog is an investment in the future - as it grows you have more chance of being found through organic search. But there are other reasons why a substantial content bank can be useful.

For a start, there’s no reason why you can’t share old blog posts if they’re still relevant. So even if you’re writing one new post a week you can share a second, giving you more content for your social media feeds.

And then why not repackage them in different ways? For example, we’ve written quite a lot of content about blogging. So there’s potential in the future for us to compile an ‘Ultimate guide to blogging’ and use it as a lead generator on the website.

You could even publish a book if you had enough content. Although it would need reformatting, you’ll at least have that base of information.

How we can help you blog better

If you know that a blog would be beneficial to your business but you can’t write, don’t enjoy writing or simply don’t have the time, it’s time to look at insourcing a blogger. Our blogging packages start at two posts per month.

Equally, if you would rather keep writing your own blog but need some professional input to help you clarify your strategy and generate a bank of effective and targeted ideas, have a look at our editorial calendar package.

The return on your investment may not come immediately but as your blog - and your reputation - grow, you will find that it pays off in brand awareness, reputation and ultimately sales.

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