1) It Helps Drive Traffic to Your Website.
Raise your hand if you want more website visitors. Yeah, me too.
Now think about the ways people find your website:
- They could type your name right in to their browser, but
that’s an audience you already have. They know who you are, you’re on
their radar, and that doesn’t help you get more traffic on top of what you’re already getting.
- You could pay for traffic by buying an email list (don’t you dare!), blasting them, and hoping some people open and click through on the emails. But that’s expensive and, you know, illegal.
- You could pay for traffic by placing tons of paid ads,
which isn’t illegal, but still quite expensive. And the second you run
out of money, your traffic stops coming, too.
Think about how many pages there are on your website. Probably not a
ton, right? And think about how often you update those pages. Probably
not that often, right? (How often can you really update your About Us
page, you know?)
Well, blogging helps solve both of those problems.
Every time you write a blog post, it’s one more indexed page
on your website, which means it’s one more opportunity for you to show
up in search engines and drive traffic to your website in organic
search. We’ll get into more of the benefits of blogging on your SEO a bit later, but it’s also
one more cue to Google and other search engines that your website is
active and they should be checking in frequently to see what new content
Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post.
Often, these calls-to-action lead to things like free ebooks, free
whitepapers, free fact sheets, free webinars, free trials … basically,
any content asset for which someone would be willing to exchange their
information. To be super clear for anyone unfamiliar with how
traffic-to-lead conversions work, it’s as simple as this:
Can you imagine the impact of sending an educational blog post you wrote
to clear things up for a confused customer? Or how many more deals a
salesperson could close if their leads discovered blog content written
by their salesperson?
“Establishing authority” is a fluffy metric — certainly not as
concrete as traffic and leads, but it’s pretty powerful stuff. And if
you need to tie the impact of blogging to a less fluffy metric, consider
measuring it the same way you measure sales enablement.
Because at the end of the day, that’s what many of your blog posts are.
Think about the sales enablement opportunities blogging presents:
4) It Drives Long-Term Results.
You know what would be cool? If any of the following things helped you drive site traffic and generate new leads:
- Trip to Hawaii
- Going to the gym
Let’s say you sit down for an hour and write and publish a blog post
today. Let’s say that blog post gets you 100 views and 10 leads. You get
another 50 views and 5 leads tomorrow as a few more people find it on
social media and some of your subscribers get caught up on their email
and RSS. But after a couple days, most of the fanfare from that post
dies down and you’ve netted 150 views and 15 leads.
It’s not done.
That blog post is now ranking in search engines. That means for days,
weeks, months, and years to come, you can continue to get traffic and
leads from that blog post. So while it may feel like day one or bust, in
reality, blogging acts more like this:
In fact, about 70% of the traffic each month on this very blog comes
from posts that weren’t published in the current month. They come from
old posts. Same goes for the leads generated in a current month — about
90% of the leads we generate every month come from blog posts that were
published in previous months. Sometimes years ago.
We call these types of blog posts “compounding” posts. Not every blog
post will fit into this category, but the more evergreen blog posts you
write, the more likely it is that you’ll land on one of those
compounding blog posts. In our own research, we’ve found that about 1 in every 10 blog posts end up being compounding blog posts.
For instance, I love to use our blog to test out big campaigns on the
cheap — before we invest a lot of money and time into their creation. I
also love to use our blog to help understand our persona better. And
while this shouldn’t be their primary use, blogs also become great
outlets through with marketers can communicate other PR-type important
information — things like product releases or event information. It’s
certainly easier to get attention for more company-focused initiatives
if you’ve built up your own audience on your own property, as opposed to
pitching your story to journalists and hoping one of them bites.
These are all great side effects or uses of a business blog, but they’re secondary benefits to me.
If you’re looking to start a business blog or get more investment for
one you’ve already started, the reasons above are a great place to
start arguing your case.