Blogging for Business – Why it Works

This is a guest contribution from Maria Mincey.

Based on study by HubSpot, the companies that run a business blog have 97% more inbound links. Now, that’s a statistic that should set rolling the blogging mills of enterprises – be them startups or multinationals. 

Official blogs have had proven benefits for businesses. The very fact that they jazz up the monotonous tone with which a brand is communicating to its audience, and replace it with a line of communication that is much core connective and personal, is what makes business blogs a priceless asset. 

There are several ways blogs benefit businesses, two of which are more than obvious:

It Maximizes Reach

A blog helps companies reach a much broader customer base than their website would. Let’s be honest, how many people bother going to the website of a particular brand or a product they have been using? The websites of companies have to be restricted to providing business-centric information and advertise the offerings of the company. Every bit of information provided on the blog is static, and that is the singularly most relevant reason for your visitors to be totally disinterested in the website, even if they liked to navigate through it on their first visit. Having a blog makes your site dynamic as you keep giving newer insights to the readers and tell a story about your brand.

It Boosts Incoming Traffic by Not just By Intriguing Readers, But also by Enhancing the SEO Aspects

Naturally, when the blog section of your site is offering your readers something new to read, you are bound to get more number of repeat-visits; not to mention the greater number of unique visits as the blog gets shared and liked across the web. But another contributor to this increasing traffic is the optimization of the SEO capability of the website. When you are making quality writers write content for the blog, they know how to write interesting articles while injecting the relevant keywords that is identifiable for your target audience and also let the search engines crawl your website with a greater degree of eagerness and direct a higher volume to the site. You can add only so much of keywords to your product website. 

Which Blogging Platform to Use?

There isn’t a dearth of highly popular and effort-worthy blogging platforms out there. However, if you wish the blog to click into the top gear right away, there is no need to look beyond WordPress. Acc. to more stats:

WordPress is the most sought-after CMS as more than 19% of the self-hosted websites are running on it. 

More than 17% of Alexa’s top million websites use WordPress.

Now Before You Start, Why do you want to Blog in the First Place?

There are also brands who fail to get the desired results they’d expected their blog to pour in for them. Reason: their blogging strategy was too haphazard and there was hardly a plan into the place regarding who are they targeting and how many numbers they hope to achieve. Apparently, the blogs were headed for doom from the very first day due to the lack of insightful approach.

Here are the questions you, as a company blogger or entrepreneur, need to as yourself:

• Who is your target audience?
• What percentage of that blog audience is prospective buyers?
• What do they really want to read (what should be the mix of company related info, the industry related info and the interesting bits that only remotely connect to your brand)?
• What should be the frequency of your posts?
• How good is your networking?

Unless you have a clear-eyed answer to each of these questions, it is advisable to wait

Know What You Have to Write

It is understandable if you find yourself scrambling for topics to write on or deciding on how to structure your posts. But there are several things to be tried out:

• Create the “best of ….” style posts. Such posts do command attention and get a lot of clicks. If written in a qualitative manner, they also get shared over the social media.
• Post reviews, but not just of your products. Let’s say you are running a blog for a job portal. You can post a review of some movie that has released recently that is themed around careers and accounts for some relevance to what you represent.
• Interview the influencers in your industry. People love to read interviews, and they are going to do their bit to boost the traffic.
• Crowd source your content. When you ask your readers to be your contributors, and if and when they contribute, they are going to boost the site visits by sharing their own content among their circle.

Have some really interesting titles and subtitles for the articles in order for them to take hold of the readers. There is a large section of Internet users who like to just scan the content by reading only titles and subtitles – and more often than not, they only segue onto the subsequent content if they find the subtitle intriguing enough.

Again, on the Internet, shorter paragraphs would mean more attention span.

Do make sure that you break your post into bullet points in order to make it more readable.

Get some Professional SEO Help

If you haven’t realized it yet, it’s seemingly impossible to attain high volume of traffic without resorting to SEO. The SEO professionals know how to make your website more visible across the web, how to create relevant backlinks and at which places. Getting a good page rank for your site is extremely important, and that’s one area SEO professionals are able to address successfully. 

Getting an appreciable number of organic visits a day is what dictates the success of your blog at the end of the day. When visits from Google start pouring in, you can be rest assured that your blog is one the right track to empowered traffic. 

Some of the keyword tools that can be used include:

Keyword Planner

Word Tracker

The keyword tools can help you know what are the keywords that get most searched by the audience of your industry. The meta tags and meta descriptions are arguable very important for any website to place its targeted keywords in a manner most reachable for the search engine crawlers. The meta descriptions can be up to 140 characters – so you have a fairly good scope of including the keywords into them. But what works bets is when you place the keywords at the very beginning of the description.

The Images of the Post

The images in your post not only make them more readable by telling a story and moving it forward, but images make a great SEO tool as well. Do not let your image files’ name sbe gibberish. When you name them appropriately, there is a greater chance of them cropping up in the Google image search results. Also, do fill out all the fields. There is a field, “Alternate text”. It will serve you well if you don’t leave it blank and write something in four to five words that describes the content.

Make Sure the Keyword Density is Just Right

When you are sure of the keywords you are including are relevant and will do their bit in bringing in the traffic, the next thing you need to be sure of how densely you spread them across the content. Experts say it should not exceed more than 2%, since Google might penalize you for forcing the keywords into the content. And when you are including keywords in any post, make it certain that those are visible within the first two lines of the post.

Banality may more often than not find a room in business blogs since they are presenting information about an industry that already has voluminous literature dedicated to it. But giving your writeups a spin that is unique – both in terms of technical bits and the language – is what helps you stand out from the herd. 

Maria Mincey is a blogger who loves to share everything about web development and new web design technologies initiatives. She currently works as a chief writer for WordPrax , a PSD to WordPress Conversion company and has a quantum experience to share. Follow her on Twitter: @mariamincey64