How Blogging Can Benefit Brands Aside from SEO

The benefits of having a blog on your site, as they relate to SEO, are well documented. Blogs are treasure troves of fresh content, chock full of non-branded keywords - a search engine’s dream. But blogs can do much more for your site than just help your SEO performance. 

So aside from SEO, how exactly does a blog help your site?

First, it helps to establish authority and credibility as a thought leader. This doesn’t mean that every idea you write about needs to be completely original; the mere fact that you’re writing about a topic demonstrates your awareness. As a tangential benefit, publishing blog posts regularly forces you to stay current with quickly changing technologies and industry trends.

Blogs are also a great way to gain influence and build trust. However, this is only true if your blog is getting buy-in from readers. And there are two simple ways to do that:

  • Make sure to feature social sharing buttons on each blog article. When you can turn your readers into advocates of your material, it instantly becomes more credible and potential audiences become more receptive.
  • Include a comments section at the end of each article – and use it! The comments section is a great source of user feedback and an opportunity for you to foster relationships with your audience. Many times, a comments section will tell you exactly what your readers want and give you ideas for future posts.

Blogs are a great way to drive traffic to your site. In a survey of 1,531 sites conducted by Hubspot, results showed that websites with blogs experience 55% more traffic than those without. Additionally, the websites with blogs were the benefactors of 97% more inbound links than their blog-less counterparts.

Search engine crawlers aren’t the only ones interested in fresh content – real humans love it too! By staying current and dynamic, you’ll attract a much broader audience than your static competitors.

Perhaps the most overlooked, and in many ways the most important, benefit of blogging is lead generation. There are countless websites out there that throw up blog articles without thinking of the next step. What do you want readers to do once they finish your article? This question sounds basic, but many site admins don’t give it a second’s thought. There is one simple thing that every blogger should do to turn a blog page into a lead generation machine: add a Call To Action (CTA) button at the end of the article. The CTA should clearly tell the user the next step, whether it’s filling out a contact form or downloading a gated white paper. Adding a CTA is an excellent way to get a user who just enjoyed your content to move one step closer to becoming your client.

The benefits of blogging mentioned above are amplified the more you contribute. Here at Digital Bungalow, we went from adding one new blog article every few weeks to adding a new article every few days and the results have been overwhelmingly positive:

  • 95% increase in blog page views
  • 59% more time spent on blog pages
  • 186% increase in entrances (when a user enters the site through the blog page)
  • 28% decrease in bounce rate (when a user leaves the site after only viewing one page)

Furthermore, in an inbound marketing study conducted by Hubspot, it was discovered that the percent of blog users who acquired a customer through their blog directly correlated with blog post frequency.

Hubspot Inbound Marketing Chart 2014

By setting up your own site’s blog and maintaining it on a regular basis, you can reap all the benefits outlined above. Oh and by the way, they’re also great for SEO.

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