There seems to have been a time when everyone started a blog, often without knowing why, but John wrote about travel, Maria about gastronomy and Sara about painting. How many blogs were opened but quickly closed again without anything happening? It seemed like you were nobody if you don't have a blog, and this trend has also reached businesses.
If your company had a website, you had to have a blog, but why? Well, the reasons can be very different, but without a blog you were a nobody... How many companies had and have a blog without a strategy behind it? How many blogs are a mere catch-all where you publish content without order, without intention and without a clear goal?
After some time, the blog fever seems to have passed and many have decided to close them down, leave them parked or not include them in their website. But the reality is that the blog can still be a powerful weapon for your company's content marketing strategy.
How can a blog help my business?
First of all, you need to realise that a blog alone, just like a website or any other medium or platform, will not generate business for you. I'm sorry if you believed the opposite (or someone else made you believe the opposite)... As we will see later, the blog can be a perfect channel for your business, product or service, but ALWAYS with a pre-defined digital strategy.
If you implement the content marketing strategy well on your blog, it can help you:
Inform your potential customers about your product or service
It is a proven fact that online shoppers want to get detailed information about a product before they buy it, especially women. Therefore, it can be very helpful if, in addition to the normal product information, you also write somewhat longer and more detailed texts (use cases, situations where you can use the product particularly well, etc.) on a blog post.
Improve the ranking of your website.
Since blog posts are often longer than normal page content, you can include more keywords in these texts and very often use a specific keyword. In this way, you can specifically try to rank for certain keywords with blog posts. Since the posts are usually long, you can also include long-tail keywords there very well.
Share company information that has no place in the static part.
You can share information in blog posts that are too dynamic to come on the static part of your website, such as product updates or specific use cases of the product.
If I am a B2B company, do I also need a blog?
The answer is YES. Generally, businesses that sell to businesses have a "distance" or "consultative" sale that may involve more than one person and where the decision-making time is usually longer. What does this mean? It means that the potential customer will read and research longer, and for this, the blog can be a great tool to mature our customers.
The blog can be one of the perfect platforms (along with others like guides, RRSS, newsletters...) to do your content marketing. So if you are a B2B company, you need a blog even more.
What are the advantages of a blog?
So far we've seen in concise form how a blog can help your business, and now we're going to dive a little deeper into all the benefits of having a blog on your website:
- A blog allows you to position yourself as an expert in a particular field or topic.
- It is the perfect platform to educate your potential customers: you need to explain less about your products or services. This way you can avoid meetings before closing the sale, as many of their doubts have already been cleared.
- The blog is perfect for "consultative" or "long-term" sales, i.e. complex sales where the customer takes more time to decide on one company or another and spends time figuring out which is the best option.
- As we have already seen in the previous section, the blog applies to both businesses selling to consumers (B2C) and those selling to businesses (B2B).
Through the different articles on the blog, we can target different ideal customers, funnel stages and categories. It helps us target specific profiles that are in a certain buying stage. We can also have the information organised and categorised.
You can address many more keywords and "long-tail keywords" (keywords that are much more specific than general keywords. For example, a keyword would be "Museum in Berlin" and a long-tail keyword would be "Musuem in Berlin with public parking") than from the static part.
For example, if your sector is very competitive on Google, the blog will help position your website for more specific searches. It is true that the number of searches will be lower compared to more general keywords, but it will be easier to position yourself and pass on this strength through internal links to the main keywords (which have a larger search volume). Let's see it with an example: If you have a locksmith in Berlin, it will be very difficult to position for the search term "Locksmith in Berlin" or "door fitter in Berlin". You can try to target more specific keywords like "locksmiths work 24 hours in Berlin" or "locksmiths in Berlin experts in armoured doors and anti-bumping". Fewer people will search for exactly that, but it will be easier to rank in the top 10 positions on Google. In addition, we can always link these articles to the services or other sections of our website where we use the bigger keywords, thus passing on the strength of these posts and positioning them.
On a business level, the blog allows us to start at a very early stage of the buying process, which allows us to generate demand from maturity and not just intercept existing demand, because that would be advertising. In other words, the content of the blog enables us to educate and mature our customers to take them to the next stage of the purchase funnel so that they eventually buy or book our product or service.
For a blog to work and help your business, a defined digital strategy is needed
As we have seen on other occasions, it is essential to develop a digital strategy before embarking on a content marketing strategy, online advertising or any other marketing activity.
It is important to analyse the market and the competition, to know exactly the ideal customer, to set clear and measurable goals, to plan the media and tools to be used, to determine the stage of the purchase funnel and the customer we want to target with each action, etc.
Considering all this, we can confirm that the blog is one of the best tools for content marketing for a brand or a company; that it continues to be a powerful weapon for your business; that it helps us to position ourselves for a greater number of keywords on Google; that it helps us to educate and mature our users and, in short, to achieve better results (conversions).