Business blogs have become an integral part of social media communication. However, the success of business blogs often falls far short of expectations for many reasons. A successful corporate blog can increase a company’s reach and visibility in search engines, strengthen its reputation and serve as a content center for internal and external communication.
Why blogs are important for your business
Blogs can help you establish your business as an industry thought leader and they can play a major role in lead generation, conversion, and customer loyalty.
Here are some stats to prove the importance of blogs for business:
- 81% of businesses reported that their business blog is useful to critical for their business.
- 71% of business bloggers report that they have increased their visibility within their industries.
- 69% of businesses attribute their lead generation success to blogging.
- The average company that blogs, generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages.
- 56% of bloggers who maintain business blogs say it has helped their company establish a position as an industry thought leader.
- Companies that blog get 55% more website traffic.
Why blogs fail
- 64% of corporate blogs have no comments at all.
- 5% of corporate blogs have three or more comments per article.
- Low content relevancy: an insufficient focus on relevant topics for the target audience.
- Inconsistency in publishing.
- Lack of content distribution and promotion.
The Mismatch between content and marketing
- Tips and advice (90%).
- Checklists or instructions (88%).
- Industry reports, studies, and trends (81%).
5 strategies to make your blog a success for your business
1. Create quality content
The better you know your target audience, the better you can create content that matches their interests.
- Audit your customer communication for frequently asked questions and business challenges your customers and prospects are faced with. Create help content, tips, and guidelines that your target audience will remember as a useful resource of information.
- Look out for topics that get much engagement on social media. Audit your social media followers, comments, but also social communities and discussions on your topics. Look for frequent questions and challenges that come up and look for gaps in coverage. Is there anything you can add to your posts, that will make your content stand out?
- Ask your sales and support people about frequently asked questions and business challenges they discuss with your clients.
Try the Easy Blog Ideas plugin to analyze top performing content for your keywords and topics.
2. Optimize your posts for SEO and readability
- Divide your text in easily digestible sections with less than 300 words and paragraphs with less than 150 words.
- Use strong headings and subheadings.
- Include lists with bullet points to make your posts easy to skim and scan.
- Create graphics and infographics to make complex facts and processes easier to understand.
3. Publish at the best times to blog for business
Most blog readers are “morning people” and tend to read blogs early in the morning. If you publish your content during AM hours, you have good chances of getting more attention for your content.
Dan Zarrella found the following patterns about blog publishing and sharing.
- Blog readers are 79% more likely to read in the morning.
- Blog reading peaks around 10 am.
- the best time to blog for pageviews is Monday between 8 and 11 am
- the best time to blog for increased engagement is Saturday between 8 and 11 am
4. Adapt your posting frequency
Consistency in publishing new blog posts is key to increase blog traffic and retain readers.
But, how many blog posts should you publish?
To quotethe answer is most probably “More than you are right now“.
Take a look at the following stats to get a couple of figures to play with:
- Once you write 24-51 posts, your blog traffic generation starts to grow. 52 or more blog posts will increase blog traffic by up to 77%.
- Companies that blog more than 4 times a week see the biggest increase in traffic and leads.
- Businesses who blog 16 to 20 times per month get over two times more traffic than those who blog less than four times per month.
- 89% of companies that update their blogs multiple times a day have acquired a customer from their blog.
Start with the baseline of one post per week and look at your analytics for:
- unique visitors
- pages per visit
- time for reading
- time on site
- reader to lead ratio
- lead to customer ratio
After some time, add more than one post per week and compare results. If these numbers are promising, repeat the experiment until you find your perfect frequency.
5. Promote your blog posts on social media
- Share your content on Twitter, Facebook, but also think of Google+, Reddit, Instagram, Pinterest, and Flickr, and also on LinkedIn, if your content is business-related.
- Also, share your content on relevant Facebook, Google+ and LinkedIn Groups or Reddit Subreddits.
- Share your content on Social Bookmark communities such as Diigo, Delicious or Digg.
- Re-publish and syndicate your content on platforms like Medium, Tumblr, Bloglovin’, Quora, and LinkedIn Pulse.