Why should you—or more
precisely, your business—start a blog?
Blogging takes time, energy, and resources, by which (of course) I mean money. Even if you’re a one-person outfit, blogging still means making the choice to spend yourself on projects that (let’s be honest) don’t exactly make the cash-register sing.
At least, not immediately.
“why blog” is normally surrounded by a whole pack of objections:
blogging sort of touchy-feely and hard to pin down?”
lasting value is there in blogging?”
“Does my industry
really have a blogging audience?”
“Sure it’s a great way to
share insights and get connected, but does blogging have any real financial benefits?”
And of course (the king),
“Does the Internet honestly need another blog?”
Having a clear and compelling
answer to the “why” question in your own head is essential, especially when
you’re facing down the barrel of an empty post… or a month’s worth of empty
The real value, however, lies
in using that clear and compelling answer to fend off outside objections. Whether the desire to start a blog is
top-down or not, generating quality content is always a team effort and so
generating team-wide buy-in is invaluable.
And, in the end, nothing
generates buy-in like the bottom line.
So, why blog?
1. More inbound links
According to Hubspot,
Companies that blog have 97% more inbound links than companies that don’t.
More inbound links means two
First, it means more direct
traffic via the links themselves. That’s nice, but it’s considerably less nice
(i.e., less valuable) than the second reason.
Second, links are the primary
gauge search engines use to evaluate the authority of both pages and domains.
This is one of the few unchanging rules of SEO. More inbound links mean more
“link juice,” which means more search “authority,” which ultimately means a
higher position on search engine results pages (SERPs).
The difference between being
on the first page of Google and the second page can literally be page-life and
2. More Leads
In their 2011 Lead
Generation Lessons, Hubspot found that Businesses with websites of
401-1000 pages get 6x more leads than those with 51-100 pages.
And it matters
for at least 3 reasons.
More content means more authority which in turn
means better search engine ranking. Check out Swellpath’s “Your 3-Page Agency Website is Crippling Your
Visibility in Search” for a more detailed explanation of
More content means more detailed audience
segmentation. For example, if your company develops both traditional websites
as well as mobile applications, having a service page for each offering is
infinitely better than just having one service page that clumps the two
together. Better again is having 5 pages that each address a specific audience
on the specific benefits that going mobile offers their specific industry. The
easiest way to do this (without crippling your site’s navigation) is through a
More content means more clout. In other words, size
matters because size matters. Why is bigger better? Because it’s bigger.
3. If you write it, they
Just how many? Again,
according to HubSpot data,
the percentage of businesses that have acquired a customer from their blogs is
directly related to their frequency of posting:
of business that post monthly acquired a new customer.
58% of business that post weekly acquired a new customer.
business that post multiple times a week acquired a new customer.
90% of business that post daily acquired a new
of business that post multiple times a day acquired a new customer.
addition, the number of both “unique visitors per month” and total “inbound
links” increase an amazing 100% when blog frequency goes from less than once a
day to more than once a day (Kissmetrics).
Size isn’t the only thing
that matters. So does frequency. And (in the world of Internet marketing)
finding a channel that literally pays off 100% of the time is rare indeed.
While you may not have the
resources to blog multiple times a day, developing a disciplined plan for
posting at least weekly is still a vast statistical improvement over the
average AdWords campaign that yields a 1-2% click-through-rate… conversion not
4. No better marketing tactic (period).
Turns out, 81% of marketers rate their
blog as useful or better (Hubspot).
To put an point on that, statistically, companies that
blog have far better marketing results. Running the numbers, the average
company that blogs has (Hubspot):
55% more visitors
434% more indexed pages
From a marketing perspective,
blogging is one of the best, if not the best, advertising investments a
business can make. Blogging not only makes your site more visible, it also
makes your brand more likeable.
Offering your customers and
potential customers free content that genuinely helps them creates what Robert
Cialdini identifies as the first, most powerful “weapon of influence”:
5. One more (anecdotal) reason… from a guy who really knows.
At the end of last year, when
named Webbiquity the Best B2B Marketing Blog of 2012, Tom Pick (the
man behind Webbiquity’s success) was asked, “What’s the best marketing advice
you’ve ever given on your blog and what was the result?”
Start (and maintain) a blog! Despite
all of the benefits of blogging, some larger companies still resist out of
concern over bureaucracy (e.g., ‘legal has to approve everything’), and smaller
companies often balk due to resource concerns (‘we won’t be able to generate
enough content to keep it going’).
One client that
recently launched a blog saw a 5% increase in overall Web traffic and an 8%
increase in leads within the first three months. And, digging into their
analytics, more than two-thirds of blog visitors were new to the company, as
they were coming from sources like LinkedIn and Facebook that had never driven
much website traffic.
One of the most compelling
benefits of a blog is that, unlike tactics like advertising or trade shows, a
well-written and consistently maintained blog is a long-lived and appreciating
asset. Another client that started blogging early still draws 4-5% of their
total website traffic from a few popular posts that were written back in 2008.
The point in all this is
Blogging is anything but touchy-feely. Anything but impractical. Anything but a waste.
Blogging IS the bottom-line.
So, why should you start a blog?
Can you afford not to?