Why Every Business Needs a Blog – And How to Start One

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More than 409 million people read more than 23.7 billion pages of blog posts every month. This is why every business needs a blog. Roughly 80 percent of consumers spend time researching a product or service online prior to purchasing. If you’re not blogging on a regular basis, you’re missing out on a massive potential customer pool.

Six out of 10 online marketers still believe blogging is one of the most effective ways to acquire customers and 45 percent of all Fortune 500 companies have blogs, up from 23 percent in 2010. But you shouldn’t just blog because your competitors blog, you should blog because your customers crave the content.

While content marketing is constantly evolving, several things remain constant when it comes to B2B blogging:

  • Blogging for business is increasing steadily
  • Companies with a blog perform better overall
  • The SEO benefits of a blog are worth it alone
  • Companies that blog see greater long-term ROI versus traditional marketing efforts

However, new trends always seem to arise in this field. For example:

  • While there’s no such thing as the ideal blog post length, longer is definitely better
  • Video is increasingly more popular and beneficial to SEO
  • Paid blog promotion is on the rise

The bottom line is that businesses that blog, and blog regularly, will see a benefit. Whether it’s new customers, repeat customers or improved search engine rankings, adding content to your website is an effective marketing and lead generation tool.

10 little-known blogging statistics

If it still isn’t clear that content marketing is the reigning king, especially in the B2B market, maybe these 10 blogging statistics will change your mind:

  1. 94 percent of people who share blog posts online, do so to help others.
  2. B2B businesses with blogs get 67 percent more leads than those without.
  3. Businesses that make blogging a priority are 13 times more likely to see positive ROI.
  4. 53 percent of marketers say blogging in their top content marketing priority.
  5. Blogs represent 66 percent of all B2B social media content.
  6. There will be nearly 32 million bloggers by 2020.
  7. On average, buyers view 3-5 pieces of content before contacting a company.
  8. Leads generated through SEO are 100 times more likely to close than direct mail or print advertising leads.
  9. As many as 80 percent of searchers ignore paid ads and go straight to the organic listing.
  10. Websites with blogs show up in Google 5 times more often.

These are incredible statistics and prove content marketing is not just a fad. Most businesses understand the importance of blogging, but few know how to do it and do it right. Ten years ago, a business owner could simply open a free blogger account and write away with almost instant results. Today, it’s not so easy. The web is saturated with content. That’s why quality content is so important.

If you’re interested in starting a blog for your business, here’s how to do it right.

How to start a blog for your company

It’s no doubt that blogging is a modern marketing phenomenon. According to Technorati, a blog tracking firm, more than 175,000 new blog posts are written every day. Now that you’ve made the decision to start a blog for your company, it’s important to set goals and create a tone and message that will resonate with your audience and help you stand out in the crowd.

Like any tool, blogs are only effective when uses properly. Here are our suggestions for how to start and manage a blog for your company:

Make sure you’re committed

Blogging can be a time-consuming task. Simply having a blog on your website is not enough. You must update that blog on a regular basis. As a small businesses owner, it may not be possible to write all that content yourself, so you should definitely consider outsourcing the content creation.

Have a goal and set policies

Knowing what you hope to accomplish with your blog at the onset is integral to your success. Let your goals influence your content creation. For example, if you want to educate your customers about the benefits of your products or services, your content should focus on the specific products or services you offer and how they help the consumer. If you want to position you or your company as an industry influencer, focus on bigger picture ideas, rather your specific business.

Solve a problem

Our founder and Chief Content Officer Jeramy Gordon is fond of saying, “If you’re not solving a problem with your content, you’re creating one.” This is true for a number of reasons. For starters, the web is saturated with content. If your content isn’t uniquely helpful, it’s virtually useless. Also, consumers have pain points, and it’s important to educate them on how your products or services can reduce those pain points.

Post regularly

One trap many small businesses run into when starting a blog is the capacity to update it on a regular basis. Forty percent of B2B businesses with a blog update that blog more than once a week and 69 percent update it more than once a month. This consistency is key to the success of your content strategy.

Don’t neglect old content

You will discover rather quickly that after just a few months of regular blogging, you will have amassed a large quantity on content on your website. Ignoring the content your created months ago is a mistake. If you notice a particular blog post getting more traction than others, continue to update and optimize that post. It’s obviously resonating with your audience.

Don’t openly sell your products or services

A blog should be an educational tool for your customers, not necessarily a sales tool. Calls-to-action or CTAs are important, but they should use a soft approach. Readers can smell a sales pitch a mile away and can be easily turned off. Talk to your online audience just as you would a customer in your store, office or on the phone.

Ultimately, blogs are highly effective and cost-efficient marketing tools. Whether you’re looking to drive traffic to your website, increase leads, build your brand or hire quality employees, a blog can serve many purposes.

    Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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