It’s likely you’ve looked at this title and thought surely not? If it was simply a case of adding blogs and hey presto you’re able to level up, then why isn’t everybody doing it? What about all the other strategies for growing business that we are using? Full transparency, it’s an attention-grabbing title but it doesn’t mean the message is wrong, it’s just a simplified version of a topic that we’re going to dive into now.

It’s not so much about thinking blogs are the holy grail or the answer to the cost-of-living crisis, but if you really want to drive traffic up to your website then there has to be something exciting happening there all the time for search engines to be interested. What people miss about blogs or articles on their websites, is that they have multiple uses and that’s where the magic really happens.

Blogs help your site to rank

The most obvious benefit of a blog is to utilise keywords that are important to your market and provide content that features those with titles and subject matter that search engines will understand and know how to rank. In other words, your blog will rank as a page and therefore people can arrive at your website via the blog – this is a key part of SEO.

The more niche and specific you can make this title for your market, the more likely it is that your target audience is typed these questions into Google. For example, you might be a recruitment agency that specialises in providing managers for the hospitality industry, here are some possible titles that could match search terms:

  • What job opportunities are there for management in hospitality?

  • How do I make my application stand out when applying for management roles in hospitality?

Let’s flip this around, instead of the candidate you are the client so your narrative might look like this:

  • Struggling to attract talent in the hospitality industry

  • Ensuring we meet D&I targets in hospitality

You can see very quickly how you start to develop a specific conversation with your target audience that search engines will understand and start to present your blog as the answer to their searches.

Additional content for your socials

We all know the struggles of creating content for social media, it’s often the bane of a business owner’s life. If you start to see your website differently, as more than a brochure but as an actual sales tool then you could add one or two blogs a week to your website that could be shared across your social platforms. Individuals will then click on the social postings – this could be shared by multiple team members not just on a business page – and they will be taken straight to your website. Not only does this drive-up traffic but every time someone likes comments and shares or engages in some way with your social post, it increases the visibility of your business.

The problem historically with blogs is thinking they are there to perhaps talk without any real purpose. When you start to think of them differently as part of your sales and marketing strategy, they allow you the opportunity to open a narrative with your customers. It’s not about necessarily the ones you already have although you must continue to nurture them, it’s about starting to speak to the segment of the market that you feel you can deliver value and results to with your products or services.

This can then take any form that you like Social Media as we’ve touched upon, newsletters, email marketing, basically anywhere where there is an opportunity to talk to your potential customers through a blog that takes someone straight to your website and increases traffic. If you include a call to action in the blog that begins the customer journey and it’s easy to see how leads and sales could increase that helps you grow your business.

Published On: June 23rd, 2022 / Categories: Content Marketing, content service, Digital Marketing /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.