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12 Reasons Your Company Needs a Blog

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Your Company Needs a Blog

A company blog is one of the most compelling and cost-effective ways to reach your audience. Here are a dozen reasons to start a company blog or make the blog you currently have a priority.

1. Visitors to your site expect you to have a blog.

Blogging used to be dominated by individuals, but it long ago hit the corporate mainstream—according to the Content Marketing Institute, 81% of B2B companies and 77% of B2C companies have blogs.

2. A blog will increase visitor traffic to your site.

Businesses that blog get 55% more website traffic than those that don’t. Some of your blog traffic will come from existing customers, but a blog is a great way to get new customers as well. If someone finds one of your blog posts by doing a Google search for that topic, you earn yourself a reader who might never have heard of you otherwise.

3. Blogs demonstrate thought leadership.

A regularly updated blog that offers relevant, interesting information shows you’re an expert in your field. When you blog about things that are important to your customers, you show you truly care about their problems and want to use your expertise to provide solutions. That makes your readers trust you, and people are more likely to make purchases from a company they trust.

Companies that blog receive  67% more leads  than those that don’t.

5. Blogs help generate leads.

B2B companies that use blogs receive 67% more leads than those that don’t. Once you’ve attracted a potential customer with an interesting blog post, a special deal or downloadable can get them to provide their contact information and move further down the sales funnel.

6. Blogs can increase conversions.

Whether the desired action is signing up for an email newsletter or filling out a contact form, having a blog is a great way to increase conversions on your site. On average, brands that publish 15 blog posts per month convert 1,200 new leads per month.

7. Blogs improve your SEO.

Now that Google penalizes sizes for keyword stuffing, there are only so many keywords you can use on your website pages. Your blog, however, offers unlimited opportunities to create keyword-rich pages that are also informative, engaging, and helpful to your customers (which Google loves). Google also rewards your site for long clicks (when someone clicks through a search result and stays on the site for a significant amount of time), as well as content that is original and recently updated.

8. Blogs help boost your social media presence.

A quick social post announcing new blog content and providing a link is a great way to connect with your social media audience. In fact, interesting content is one of the top 5 reasons people follow brands on social media.

9. A blog will generate more inbound links to your site.

When you create interesting content on your blog, others will want to link to it. (The blog post you're reading right now generated 11 internal links for other blogs, for example. There's one coming up in the next sentence.) Companies that blog have 97% more inbound links than those that don’t. That means more people coming to your site and potentially becoming customers.

Millennials will do their research on blogs before making their buying decisions.

10. A blog can increase sales.

Your blog is no place for a sales pitch, but that doesn't mean it can't drive sales. Almost two-thirds of consumers have made a purchase based on a blog post, and 33% of millennials rely mostly on blogs for their purchasing decisions.

11. A blog gives your company a voice.

Your website messaging is an important way to reinforce your brand, but a blog gives you more flexibility to tell your story and convey your company’s personality, values, and goals. A blog is a great way to give your individual employees a voice as well—having multiple authors can bring different perspectives and help keep the blog well-stocked with fresh content.

12. A blog has good return on investment.

Blogs are simple to use and relatively low-cost. The most significant investment a blog requires is time, and they can generate a great return on that effort. According to research by HubSpot, companies that prioritize blogs are 13 times more likely to have a higher marketing ROI.