Writing a blog is not a new practise, but it has evolved quite a bit over the digital era.
What started off as an online diary has now become an active way people and businesses are using to communicate with their audiences.
Different blogs see different levels of success, and as a Blog Copywriter and Content Marketer, many ask me: is having a blog for my business worth it?
Here's my answer along with how to create a successful blog that earns an ROI.
Prefer to listen, rather than read? Here's the Podcast summary!
Is having a blog for my business worth it?
There you have it!
My answer is an absolutely resounding YES, but it requires a lot of elements to make it work, and you have to decide if that fits your goals.
In the end, writing a business blog is an important execution of your Content strategy, and a part of your overarching Marketing Plan designed to communicate with your target audience to earn a Return On Investment (ROI) - just like any other business activity.
Let’s discuss more about business blogging and how it achieves results, so you can decide whether it’s a worthwhile marketing endeavour for you.
What is blogging today?
What is blogging? It's an article based on a relevant topic that your ideal audience wants to read to gain value (which I define as entertainment and education).
What you're reading right now is a blog!
Why should a business have a blog?
Let’s be honest right from the start: blogging requires a lot of time and effort.
Worse, it can often carry a stigma of being slow and dated when compared with the likes of TikTok, Facebook Live and Instagram stories, all of which are hugely popular today.
However, people are always on the hunt for more information.
There is an overwhelming demand for answers to questions, and your audience wants it immediately, when it's convenient for them. That’s where your business can create the supply with your blog. Simple as that.
When they visit your blog, they learn about you and it raises your status as a key opinion leader.
Blogging shouldn’t be seen as anything other than another way your organisation undertakes business. Just like all of your Social Media and EDM campaigns, blogging can be an effective communication tool if done right.
So, how do you decide if it’s the right execution for you?
Blogging depends on your business’ goals
Your business has objectives and KPIs that it needs to achieve, and your Marketing team looks to their toolbox to decide what to use to reach them. If regular blogging is an effective marketing choice, then fantastic! If not, then you use an alternative method.
For Melotti Media, blogging provides a really effective way to meet the needs of both my customer segment and my business’ goals - hence why I pursue it.
You need to ask yourself: does writing content on related topics provide value to my audience so they will visit my website, remember my brand and engage my organisation for work as a customer?
If yes, blogging is for you.
What benefits does blogging offer?
So, what are the benefits of business blogging?
When deciding on the right marketing activity, start with the advantages and benefits it offers.
Blogging helps your business in the following ways:
Do you think these benefits would help your business?
Your customers have high expectations and blogging ticks a lot of boxes that keep them happy, such as answering FAQs and providing insightful information they actually want. This is why an organisation decide to take up blogging: because it answers those requirements in a practical and worthwhile way.
However, I find that blogging alone is definitely not enough. But as a supportive method? Definitely.
Blogging won't stand up by itself
Now, I just mentioned that it’s not enough as a lone business activity - and that’s very true.
Generally speaking, blogging is not a “if I build it, they will come” approach most of the time. It works best as a component of a larger Marketing strategy, playing a role like a cog in a larger machine.
For example, using social media amplification to direct traffic to a blog is a fantastic way to drive customer engagement. Why? Because instead of rewarding their attention with a blatant advert that they will probably find intrusive and ignore, a blog provides an interesting and useful read that sends them through your sales funnel more effectively.
This means you have left them satisfied, and you have discovered a better conversion rate for a lower cost.
What's the purpose of blogging?
Of course, another factor in your consideration to blog is the purpose of blogging.
For me, blogging is a way I can demonstrate my expertise. After all, who wants to hire a copywriter who isn’t regularly writing. It would be the same if a business was advertising themselves as SEO experts, and not being on Page One of a Google Search.
Blogging is an excellent tool for me, and it fits my business’ needs perfectly. Hence why I do it.
Ask yourself: does it make sense for your business, too?
Yeah, but what results does blogging offer?
Yes, blogging gets me a lot of leads. But I attribute that to many different factors:
Bringing all the blogging requirements together
These elements make my blog successful and I get contacted for work all of the time because of it. In other words, blogging works for me and it is effective.
So yes, to answer the original question, blogging IS effective.
What about you? What's your decision on business blogging?
Why blog? Blogging attracts organic traffic
When I look at my Google Analytics, around 80% of my website’s visitors come from organic (non-paid) sources! 80%! This means that people are finding me in their normal search results, and I attribute that a lot to my blogging content campaign.
This is where blogging gets a lot of its marketing strength - organic traffic.
Just remember: visitors are one thing, but converting quality leads is quite another.
However, for me, I get a lot of potential customers come through as part of this channel who contact me for services- all from humble blogging. This is a significant win for my business, as it keeps me in business!
But again, blogging doesn’t stand alone. Blogging can bring people toward your business and raise brand awareness, but there are steps you need to take to turn them into customers, such as a lead magnet (e.g.: an eBook) or a follow-up emails strategy
How do businesses use blogs successfully?
I know of many organisations that use blogging effectively.
HubSpot, the content marketing giant, uses their blog in so many different ways to reach their audience and I’m certain that it achieves everything they set out for it to do.
Other industry leaders, like Deloitte, use their blog to post relevant news updates and leadership information, because they know their audience wants this information and blogs keeps them engaged.
And the list goes on and on… you have Young Upstarts by Daniel Goh, The Work At Home Woman by Holly Reisem Hanna, forEntrepreneurs by David Skok and even Richard Branson blogs every few days to share his wisdom with the world.
They all have one this in common: they blog for a purpose. There’s a method to the madness that makes it all relevant.
I have quite a few clients from different industries, ranging from medical to finance, logistics to real estate, and even tech to digital security, all of which utilise blogs to facilitate healthy relationships and nurturing campaigns with their customers- and in the end, that’s the tried and tested way to be successful: make your customer’s experience phenomenal.
Just remember- blogging is just one component of your content strategy and this is dependant on your goals. Blogging is still a valuable marketing activity, but just like any other, it has to play a relevant role and offer measurable results for your business.
How Can Melotti Media Copywriting Help You With Your blogging?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Marketing Solutions
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DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.