Content marketing is one of the biggest buzzwords of the digital era.
Say you’re an expert in your field. Using your knowledge to produce and share content that adds value to the experience of the community or your target audience is a phenomenal way to establish yourself as strong authority in your industry.
As opposed to outbound marketing, the main objective of compelling content is to have your audience come to you.
Regardless of whether you’re selling, promoting, or just informing, creating a blog and posting consistently is an integral part of your venture. Here’s why.
1. Shows How You Are a Leader in Your Industry
As an expert, people see you as a credible source. Blogging is a great way to showcase your wisdom and establish yourself as a force to be reckoned in your field. By doing so on a consistent basis, you are marketing your skills as well as your business.
For example, let’s say you are in real estate. There is such a vast amount of ins-and-outs within that industry with a virtually endless amount of insights you can provide to your audience. Take a look at the blog of property search and record site Arivify.com:
They post ultra-relevant blogs every couple of days to keep their audience tuned while providing valuable advice pertinent to their everyday lives.
HubSpot recommends that you post to your blog around 16 times per month. Consistent posting forces you to keep up on trends and breakthroughs within your industry. In turn, you will become a go-to resource for your audience.
2. Builds Strong Customer Relationships
In addition to establishing yourself as an expert, consistent blogging turns you into a trust agent. If you read through the best blogs in any industry, you will find that they aren’t openly promoting themselves within their posts. They are simply informing and helping people understand the tricks of the trade while showcasing their experience in the industry.
According to research, 81% of U.S online consumers trust information and advice from blogs. Helpful content leads to trust, and trust leads to conversions. Blogging is a fantastic resource to deepen your connection to the target audience while doing everything you can to help them without an actual transaction.
For instance, if you provide professional services – say you’re an attorney – building trust between you and your potential clients is perhaps the most important task within the field. Working to make your website a one-stop center for the information they need is crucial in fostering a strong client-professional relationship right off the bat.
“Generally speaking, people are in a tough spot when they need legal counsel. Based on our area of expertise, we use our blog platform to build credibility while fielding any potential questions or concerns one might have before even reaching out to us,” says Dr. Nick Oberheiden, Managing Principal of Oberheiden Law Group.
3. Improves Search Rankings
When it comes to the search rankings, Google loves fresh, quality content. Every time you update your blog, the search engines see this and note your website as one that updates on a regular basis. In turn, they will crawl your website and put you in a better position than your competitor who isn’t keeping up with their postings.
It basically works like this: Google uses algorithm-based web crawlers that index all the websites that exist. The crawlers rate the platforms based on things like mobile friendliness, amount of time users spend on it, inbound links, and of course, popular content. If you’re consistently adding new material to your blog, search engines will crawl your site more often.
Also, if you want to increase your search rankings, you’ll need to incorporate relevant keywords and phrases into your blog content. When seeking out the right keywords, put yourself in the shoes of the consumer. If you were in need of your service, what would you type into the search bar?
You can start off with Google’s AdWords Keyword Planner, which shows you which searches are trending as well as historical data on how well certain keywords might perform.
Frequent blog postings with targeted keywords and phrases can do wonders to give your brand the exposure you need in the search engines. Companies that consistently blog get up to 434% more indexed pages.
Over to You
Keep in mind, your website is like a living thing on the internet. Each update you make plays a role in connecting to the community and becoming part of the big picture. There are many more reasons to blog than what I have talked about. Just remember, with everything your write, ask yourself: how are you adding value to the life of the reader?
If you don’t have a blog, don’t waste any more time in getting one set up on your website. It’s very easy and will be well worth it in the long run.
This post is part of our contributor series. It is written and published independently of TNW.
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