Initially, blogs were personal journals where often trivial articles were published. If this remains your vision of blogging, you will have to update yourself because things have changed!
Today, the blog is a marketing “technology” widely used by companies, which find many benefits.
Unlike a website, which is the showcase of a company, a professional blog is a more informal space of expression with the vocation of making indirect communication about a company or its products/services. It consists of regularly updated articles dealing with a particular area. The blog is not intended to replace your website; both are important and have different and complementary purposes.
It improves your image to set you apart from the competition
The corporate blog will allow you to demonstrate your expertise, highlight your skills and knowledge, communicate your values, and around news in your sector. You can, thanks to the blog, position yourself as an expert in your field. This will have a strong impact in terms of image. Several subjects are possible: your company takes the advance to develop a novelty, market trends, news in your sector, concrete solutions to specific problems, the answer to questions often asked by your customers, and many others. By giving your readers free advice, you improve your reputation and make sure that once they decide to buy, they think of you rather than your competition.
Blogging gives you a competitive advantage because you bring a lot more content than they, who only have a showcase site that showcases their products or a rarely updated blog. The search engines will give you back by bringing you visibility.
Also, the corporate blog is less formal than the showcase site; it will humanize your company. The tone is freer in a blog than on a website, and it is your collaborators/editors who convey the essence of your business. Even if you talk about your blog products, you will have a less commercial tone, more in the search for utility for your readers, which will give you a better picture.
It allows you to communicate about your products and your company’s news
To keep your customers up to date with the latest news about your company, your products, or services, there’s nothing like posting information on a blog. If they are interesting, they will certainly be shared by your readers with their networks of contacts. For example, you can communicate your products’ unusual uses and manufacturing secrets and reveal your backstage by describing a process. As part of a promotional campaign, you can reproduce your communication media on the blog, whatever their nature: users will be tempted to reuse your illustrations, to comment on them (in the context of videos in particular), or even to blog in turn. Having a business blog also allows your company to tell its story. By producing and publishing branded content, your business goes beyond the purely commercial organization to become a source of entertainment or information and offer an enriched brand experience. A telling figure: 70% of consumers learn more about a business through articles rather than advertisements.
But be careful, you should not write only about your products and services! A purely promotional article will have no impact and will certainly annoy your readers, who will flee! It is important to publish interesting and useful articles for your readers, not just to advertise your products.
It brings your website to life
The blog will allow you to feed your website to remain unique, interesting, and current. To bring your website to life, we recommend that you integrate an RSS script on the site’s home page, allowing you to highlight your latest blog articles.
It allows you to manage customer relations, to gain their trust by communicating with them
Creating strong links with consumers has an impact on the company’s activity. It is sometimes difficult to listen to the consumer and his needs. A blog provides the perfect platform for this closeness. They can give their opinion, bounce back from what you have written, ask questions, or thank you for giving them useful information. The comments allow you to learn from your readers, which will bring you more in terms of your productivity and the development of your services.
Also, you prove that your company is not static, that it is based on a human and responsive team and not just on a virtual showcase. The blog helps to create reassuring proximity between the company and its customers.
It builds customer loyalty
A blog is a tool for building loyalty. As we saw in the previous point, it establishes a form of relationship with its customers, more direct, personalized, and in a less institutional framework than the website. This results in a brand image for the company closer to the customer, who will then be more likely to purchase a product or service from that company.
It will improve your community management strategy
It is not enough to write an article to see its traffic increase. You will promote your articles on all the networks on which you are present.
But reciprocally, the advantage of blogging is to take full advantage of your presence on social networks; indeed, content marketing and community management go hand in hand: producing and publishing content on your corporate blog will allow you to feed your publication schedule on social networks, and thus engage your community around your brand, by generating traffic to your site rather than to a third-party site. The blog will also amplify your community by encouraging sharing your “fans”, “followers”, etc …
Indeed, quality content is one of the top three reasons for following a business on social media.
Thus, the blog is part of a global web strategy that also includes social networks. If you have a blog, you must necessarily have a social presence: Facebook, Twitter, LinkedIn … the choice is yours according to your objectives and especially according to where your customers are.
To find out more about community management, do not hesitate to read our article: Community management of VSEs / SMEs: Optimal use of social networks! Part 1 and Part 2.
It improves the referencing of your site on search engines, and therefore your notoriety
The number one reason businesses start blogging is, without a doubt, to improve their web visibility through SEO. Best SEO services in Pakistan are providing by an agency.
Indeed, Google loves rich and often updated content. This is the very definition of a blog! Compared to an institutional site, which can be frozen, the blog’s very nature is to create new pages, new content, and therefore to open up the semantic universe. This permanent addition makes it possible to improve the keywords’ density and use the long tail effect. The logic is simple: with a business blog, prospects are more likely to find you. Using the right keywords and the right articles, you can expect to have a sudden increase in search engine rankings.
To improve the referencing of a site on search engines, one of the most effective techniques is to set up a backlinks strategy; that is to say, have a maximum of links that point to your site. The blog is a very good tool for creating these links in your articles and promoting the SEO in Google of your website. Businesses with a blog benefit from 97% more links to their site and four times more pages indexed by Google.
By being easier to find on the web, you will inevitably increase your site traffic and therefore your sales; and develop your credibility with your potential customers.
However, having a blog for the sole purpose of optimizing its referencing, without having defined an editorial line with the search for added value in its articles, risks bringing no benefit or even a loss in terms of image or sales. . Thus, it is not uncommon to see articles stuffed with keywords and whose content has no interest if not to be more visible on Google. A priori, when you visit this kind of blog, you leave immediately. On the other hand, if we regularly publish articles of interest to readers, they will naturally contain keywords, and backlinks will be created towards your blog. This is how your SEO will be boosted.
It drives traffic to your site
As a consequence of the previous two points, setting up a business blog will allow you to drive traffic to your site, both through search engines and social media.
One does not go without the other; the better you are referenced, the more traffic you have on your site.
An effective blog is a blog reader and whose articles are then shared by your readers regarding social networks. This is why the added value of your articles and the editorial line are particularly important. Articles read, then recommended by your readership to their networks, increases your notoriety at the speed of the buzz! By increasing your notoriety, you gain customers! Indeed, the blog allows you to create different entries on your site. Thus, a visitor can land directly on an article and then visit your product pages.
And you? Do you have a business blog? What are the results you obtained? Are you satisfied with it?
We suggest you create a corporate blog for you! Don’t hesitate to contact us! Once set up, we will teach you how to update your blog yourself; we will advise you on the topics to be addressed, and we will help you define a relevant editorial line!
The other good news is that you can also entrust us with your articles’ writing: we take care of your blog for you and ensure your notoriety by your side.
DigiTexture 