business_blogs_ why_blogs_are_important_for_your_business

Business Blogs: Why Blogs are Important for Your Business

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.
Statistics on Why Blogs are important for your Business
Statistics on Why Blogs are important for your Business

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Why blogs fail

Many business blogs struggle with low reader interaction.
  • 64% of corporate blogs have no comments at all.
  • 5% of corporate blogs have three or more comments per article.
Mayor reasons for low interaction on business blogs:
  1. Low content relevancy: an insufficient focus on relevant topics for the target audience.
  2. Inconsistency in publishing.
  3. Lack of content distribution and promotion.

The Mismatch between content and marketing

Essentially, low content relevancy is mostly caused by content which is not adapted to the search behavior of customers when they are looking for information on products or services. While 75% of business decision-makers are looking for substantial ideas and inspiration, 93% of marketers continue to communicate content directly related to products and services.
The mismatch between content and marketing (Source: The Economist Group - Missing the Mark).
The mismatch between content and marketing (Source: The Economist Group – Missing the Mark).
If you don’t have a content marketing strategy, your content is likely to miss the target. Business customers are particularly interested in:
  • Tips and advice (90%).
  • Checklists or instructions (88%).
  • Industry reports, studies, and trends (81%).
content preferences
Content preferences of business decision-makers

Frequency matters

Consistency in publishing new blog posts is key to increase blog traffic and retain readers. To quote Dan Zarrella in The Science of Marketing: the answer to “How many blog posts should I publish” is most probably “More than you are right now“.

  • 52 or more blog posts will increase blog traffic generation by up to 77%. Source: TrafficGenerationCafe
  • Companies that blog more than 4 times a week see the biggest increase in traffic and leads. Source: PWB Marketing Communications
  • 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. Source:  HubSpot
  • 89% of companies that update their blogs multiple times a day have acquired a customer from their blog. Source: WordPress

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.

Best Times to Blog for Businesses

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
best-time-to-publish-blog-posts
Best time to publish blog posts

3 Steps to Make your Blog Successful 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.

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?

Try the Easy Blog Ideas plugin to analyze top performing content for your keywords and topics.

Create help content, tips, and guidelines that your target audience will remember as a useful resource of information.

2. Optimize your posts for SEO and readability

Today, SEO is all about content. If you create great content, you actually do great SEO. The search engine algorithms have evolved and become more complex. They preferably rank sites that best meet peoples’ needs. They can actually show results that match each user’s individual surf and search behavior.
However, keywords are still important. If your content matches the interest of your target readers and you are using the keywords and topics they are looking for, this will help you to get a better ranking and more visibility in search engines and social media.
Keywords are key elements of optimizing your pages and posts for the search engines as well as for your audience. Do a thorough keyword research. Use keyword tools like Google Keyword Planner or Long Tail Keywords for your keyword research.
Try to discover, how your audience refers to the topic you are covering, what search terms or hashtags they are using. Use these keywords to search for topics you can write about and include these keywords in your meta tags and descriptions as well as in your copy, headlines, lead texts, links and image descriptions.
Make sure your blog posts are easy and fun to read. Write short sections with less than 300 words and paragraphs with less than 150 words. Use strong headings and subheadings, as well as bullet points and lists to make your posts easy to skim and scan.
Check your headlines and copy with the Hemmingway App and try out the Yoast SEO plugin for WordPress to help you with basic SEO and check your posts for focus keywords, meta tags and descriptions, and readability for the search engines as well as for your target readers.

3. Promote your blog posts on social media

However great your content is, you need to promote your blog consistently. Social media help your content to build authority, incoming links and reach. The better the engagement you receive for your content on social media the more this will help your ranking and visibility.
Sharing your content on social media helps you drive more traffic to your site. There are multiple social sites to share your content as well as your visuals.
  • 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.
Cross-promote your content at different times and days across social networks and customize your comments with personal comments, hashtags or handles for each channel. Use social media automation for scheduling and consistency.
Tip: Set up a social media cross-promotion plan to schedule and share your blog posts on social media. Click here for a free guide and checklist for your social media sharing plan
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Melanie Tamblé
Co-Founder & CEO at Adenion GmbH
Melanie Tamblé is co-founder and co-CEO of Adenion GmbH. She is an experienced expert in content marketing and social media.
Adenion GmbH specializes in online services and tools for bloggers, businesses and agencies of any size to support their online marketing and content seeding tasks on the web.

Blog2Social as WordPress Plugin and WebApp enable fast and easy auto-posting, scheduling and cross-promotion of blog posts, articles, links, images, videos and documents across multiple social media sites.
Social media posts will be automatically turned into a customized format for each social platform and auto-scheduled for the best time. Social media post can be previewed and tailored with individual post formats, images or personal comments - all in one easy step.
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2 thoughts on “Business Blogs: Why Blogs are Important for Your Business”

  1. Having a business is crucial especially if you don’t know how to bring your product or service out their for consumers to reach. Doing blogs such as the concept in this blog can help bring your business closer to your consumers. The internet has been innovating which is why doing business also should innovate and take advantage of technology to improve business operations. Moreover, this blog isn’t just helpful for current business owners, but also for those that are pursuing on starting their own business in the future. Thank you for creating this blog!

    1. Hello Sylvia,

      thank you very much for your kind words about our blog!
      We´re very happy to hear that you like our blog and that we support people in their efforts with the content we provide you.

      Kind Regards,
      Bastian from Blog2Social

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