Corporate blogs and marketing are inseparable. (H1)
Create a business blog or do not blog? That is the question…
And that's what Laurent told me:
While the blog was at the origin of a daily platform for expressing thoughts, experiences and feelings in a diary, blogs have evolved into a way to express leadership, demonstrate expertise and discuss with its perspectives. Today, a business website without a blog is like an engine without fuel.
2 types of Blog: personal and business.(H2)
The personal blog (H3)
Want to become a net celebrity, a future influencer? Or just share your passion?
So choose your theme, launch your blog and publish content.
Regardless of the strength retained (beauty, parent-child relationships, cooking, automobiles, only one has chosen to speak: this theme must excite you.
Here are some examples:
My advice: Every human being seeks to connect with other human beings. That's why you have to humanize your blog. For that, start to put yourself forward.
Thus, you will write easily quality articles while respecting the rhythm of the publications that you are fixed.
Then, if you manage to capture a loyal audience, start with your content your content by:
Maybe it's a day you'll come to live on your blog. It's not easy to say, but some influencers have become referents for their audience, making a very good living.
The company blog (H3)
This is a business leader who wants to spread his brand and conquer new customers with the Internet. This is the subject that interests us.
No matter what kind of content you want to promote, the business blog is the best way to spread your product and / or service offering to the world while building a solid reputation.
Of course, there are other channels for promoting your content, such as social networks and emailing.
On the other hand, without a tool that centralizes your content, you are not going to optimize your lead generation. This centralizing tool is the blog of your company.
Why is keeping a blog so important for your business? (H2)
The untruths! (H3)
Not so long ago, some Digital Marketing professionals claimed that "blogs are dead."
This was not true and it is even less so today: it is just not "the buzzword" anymore.
I also totally share Frédéric Canevet's point of view on this subject.
The importance of blogs is growing.
The proof: it is 4:45 pm when I write this article and today there are already 3,802,159 blog posts published since the beginning of the day (source worldometers).
And in my opinion, this is not going to stop anytime soon.
Moreover, here are the latest statistics gleaned on Siecle Digital from an infographic published by Get39media:
Content Marketing is vital! (H3)
Content Marketing really makes the difference to promote your brand.
Because we live in a strongly connected society.
The amount of information available online is endless.
As a result, people but also your prospects start by going on the Internet to better know the offer and the expertise of a company.
Just providing a brief description on a few pages of your website or on your social networking accounts is not enough.
They want to know your story and understand the benefits you can bring.
That's why I advise you to create content that engages your readers. And the most suitable place for this is your business blog.
In addition, a blog is not only a matter of textual content, but also of media content such as:
<>····And finally your videos which success is growing.
In addition, by decorating your content with visuals, you endow them with superior quality.
The blog is the medium where to centralize all of your content (H3)
You have probably already read the saying "content is king".
And the blog is the palace of the king! Simply because it centralizes your other actions in Digital Marketing.
Let's take an example. Every day, the French spend an average of 1h22 on social networks on Facebook, Linkedin, Pinterest ... (source frenchweb).
So, by promoting your blog posts on these social networks, you can easily reach thousands of people daily.
Of course, you can only rely on a presence on social networks without having to maintain a business blog.
But it is not so effective. Since in this case, every post on these social networks has more trouble returning traffic to your website.
Of course, you can always send back to your home page (if you have one) but have no other content to provide.
That's why start posting relevant, quality content today that illustrates what you do.
The blog is the first step of Inbound Marketing (H3)
A business blog is the essential brick of Inbound Marketing.
According to wikipedia, inbound marketing is a marketing strategy aiming at bringing the customer to oneself (on the Internet) rather than picking it up with traditional outbound marketing marketing management techniques.
This Digital Marketing approach is about generating quality leads while building a strong relationship with your prospects and customers.
Direct mail, advertising and other traditional marketing methods can also attract quality leads.
But with Inbound Marketing and its steady stream of engaging content, you give your visitors confidence.
Of course, you need to publish relevant and useful content for your readers and as a result hold a business blog.
You want to understand what inbound marketing really is: here are the 2 key steps to follow.
6 benefits to keeping a blog for your business (H2)
Consider your blog as an additional marketing channel.
Therefore, it is not intended to generate money directly ... Many companies believe that creating a blog is not profitable compared to the time needed to write quality articles.
However, there are many benefits that any entrepreneur should consider keeping a blog among all their Digital Marketing actions.
In order for you to better understand the importance of blogs, here are 6 essential reasons why you need to keep a blog.
A business blog improves de facto your SEO(H3)
If your company's website is not optimized for search engines, you can not expect it to get you any positive results.
Of course, there are lots of things you can do to improve the SEO of your website. But a regularly powered blog is one of the most effective tools to naturally improve the ranking in the Google results pages.
How does SEO work? (H4)
Search engines index your content to determine if your website is a source of relevant information.
For this, they scan your keywords, that is to say the most common terms used in your web pages.
Google and other search engines also use a lot of different algorithms to determine how often you update your website and content, as well as the quality of your content. They also scrutinize the behavior of your users to update their rankings accordingly. This is called natural referencing (SEO).
In other words, without content:
• Search engines have nothing to learn about you,
• As a result, the website of your company is lost in the "crowd",
• And you are unable to attract quality prospects or build your credibility and reputation.
On the other hand, by having a blog on which you publish relevant and quality content in accordance with the expectations of your readers and the benefits you bring, you will significantly improve your ranking in the search engines.
A business blog is more content(H4)
Do you like to go fishing? So I'll take an analogy: The more hooks you have in the water, the more likely you are to catch a fish.
In the same way, the more content you add to your website, the more pages with different keywords - but with your domain name - are indexed in the search engines.
More content also means more opportunities to add internal links and improve your internal mesh.
In addition, the content published on your blog gives freshness to your entire website. Search engines are fond of new content to index.
You will propel your company's website to the top results in SERPs, helping you to increase your visibility and build a solid reputation.
Simply because with a higher ranking in search engine results pages, it is easier to find you and stand out naturally from your competition.
And if the content of your blog posts is relevant to your target, search engines will direct more people to your website.
As a result, your traffic increases, and never ends if you continue to publish quality articles on a regular basis.
But SEO is not the only source of traffic created by your content on your blog.
A business blog increases your web traffic (H3)
When you regularly post quality content on your business blog, you'll also attract more qualified prospects with whom you build strong relationships.
You surely have a captive audience from your current customers.
However, they only visit your website when you give them a good reason to do so.
Trigger more visits to your company's website (H4)
Regularly posting attractive web content on your company's blog is the trigger for these regular visits.
This content will also feed your newsletter, which will generate its share of visits to your site.
For this, on #audreytips, we use the functionality of Mailchimp which automatically generates the content of your newsletter from your published articles.
Also, subscribe to a free notification service as subscribers to alert your subscribers as soon as a new article is published.
With a tool like Buffer or MeetEdgar, you relay your web content on social networks to reach Internet users who will then go to your site to read this new content.
Finally, with social sharing buttons on your articles, your readers have an easy way to share your content in one click. It's also a simple and free way to gain exposure to new audiences.
If you hold a blog for your business, you will gain more visitors to your site. And so more chances to turn them into customers and thus increase your turnover.
A business blog is proof by 9 of your expertise (H3)
Your company's blog is at the center of all your marketing efforts.
If you present the benefits your products or services provide, you strengthen your credibility and integrity.
Your website naturally becomes the preferred resource for your personas whenever they search for relevant information about your chosen field.
That's why a blog is the most powerful weapon you should have in your Marketing arsenal.
In addition, every content published on your blog actively participates in the development of your company's skills.
A public relations trigger (H4)
It is not finished. Each article published on your blog generates public relations opportunities, such as:
• Be invited to write articles about your expertise on a third-party site. The experts in Digital Marketing call this Guest Blogging. By writing outside of your website, you gain access to a new audience while building backlinks since your guest article will point to your website,
• In addition, journalists also start their search for information on the net. So when you publish articles or share them on social networks, a journalist may notice them and then ask you for an interview. This often happens to us at #audreytips.
In both cases, it's always nice to be consulted about your expertise.
By the way, creating a blog takes you out of your comfort zone.
Indeed, to keep your pace of publication, without always addressing the same subject again and again, it is necessary to find new topics and thus explore new angles of presentation of your expertise.
For this, organize brainstorming sessions, alone in front of a blank sheet of paper or with a meeting with your collaborators. All these sessions will bring up new ideas.
Your goal is to regularly publish quality content that proves your expertise in the field. Thus, your content establishes the authority and confidence you seek from your readers.
A business blog facilitates conversation with your prospects (H3)
Every article in your blog can trigger in some of your readers a "I need this".
While this may be enough for them to contact you for information, I encourage you to add a call to action in every article you post.
A Call to Action simply encourages your reader to do something.
Here are some examples :
• Share this article on Twitter,
• Contact us to learn how to set up a business blog,
• Subscribe to our newsletter to receive free tips and tricks on Digital Marketing,
• Or simply, encourage comments by inserting at the end of the article one or more open questions, ...
On #audreytips, these calls to action are present in all our articles, either in the sidebar on the right or at the bottom of the articles.
But the reaction of a reader can be: "So-and-so needs to know that". In this case, to facilitate the sharing of information, do not forget to put share buttons to social networks or via email.
A business blog is a machine to generate a flow of prospects (H3)
Generating prospects in an "automatic" way is like magic especially if you do not like doing phone prospecting.
As your interlocutors have already read your content before you contact them, your prospecting actions will become much simpler. You only have to:
• Chat with them on social networks like LinkedIn,
• Send them an email with a link to an article that you know will be of interest to the content because they have previously interacted with an article with related content.
Thus, even before having started to dialogue, a relationship exists between this prospect and your offer. By the time you make your first call, chances are he or she has read at least one of your articles and will have some idea of â€‹â€‹what you can offer them.
And to centralize the history of the comments, pages visited, ... by prospect press on a CRM designed for Digital Marketing like HubSpot for example.
A corporate blog "humanizes" your brand (H3)
Creating a blog and publishing regular web content is an opportunity to highlight the human side of your business. You will give a "voice" to your business.
Your writing that includes your tone, your language, your subject, ... immediately tells your readers what type of business you represent.
Publishing web content is a way to connect and build relationships based on the personality, vision and ethics that are so important to your business.
The business blog is a cunning way to animate a community around your business.
You stand out easily from your competitors by making your business more "human" and less formal.
In addition, with the comments at the bottom of your articles, you also offer a space of dialogue to your customers or prospects.
This signals to your readers that you are open to comments and even criticism.
And from the entrepreneur's perspective, knowing what your prospect thinks is worth gold.
So engage the conversation, ask more questions, get information about your customers' needs, and structure your marketing content and initiatives with what you learn from these dialogues.
Should your business blog be integrated on your website? (H2)
The only answer to this question is: YES!
For reasons of cost or simplicity, some companies prefer to use a free blogging platform like WordPress.com.
In this case, your blog will receive a domain name of type:
Google considers that your website and your blog are 2 different sites even if you are the same owner.
And you immediately lose the benefits mentioned above for your main site.
So you create a difficult situation in which you have to advance two sites whereas you could only develop one.
As a result, there are so many benefits to having a blog on your main domain that having a separate domain name is just a waste of energy. Keep them on the same field and do not try to reinvent the wheel.
The above benefits can only be obtained if your blog is hosted on your main domain with a URL of type:
Also avoid the subdomains of style:
Indeed, Google also tends to consider them as another area which penalizes your SEO (source moz).
To do this, open a separate section in your company's website. This is done in minutes if your company's website is under WordPress.
All you have to do is publish content regularly for the sole purpose of highlighting the expertise of your company.
Should we outsource the writing of your content on your company blog? (H2)
If you are not comfortable with writing, it is better to entrust the writing of your content to someone on your team, or even to call a specialized agency.
My advice: Recruit as a priority a person who masters the techniques of Digital Marketing to attract and retain your readers.
In addition, by outsourcing the writing of your content, you can focus on more urgent tasks. As an entrepreneur, focus on your core competencies and other opportunities for growing your business.
Conclusion: why hold a business blog! (H2)
Blogging on your company's website is one of the best ways to differentiate yourself from your competitors.
By publishing your own ideas, you naturally develop your search traffic, customer trust and, ultimately, your revenue.
It will naturally attract many customers or prospects who will become loyal to your brand.
To a lesser extent, having a business blog gives small businesses the opportunity to compete with larger companies with large advertising budgets.
Holding a blog is an integral part of a global marketing strategy. This is a trend that is far from disappearing. I would say it was a trend and it has become a necessity today.
You have decided to open your business blog, here are 2 effective strategies to launch it.
So convinced of the usefulness of adding a blog to your website? Do you have any points to add? What is your experience feedback with the publication of web content?