Recently I was asked whether or not blogs are still relevant. My simple answer is yes.
I understand that there is a lot you can do with social platforms but don't think for one second they can replace your blog! Your blog is the ultimate platform for many reasons and as small business owners (especially for those of you selling services), it's so important to regularly blog.
Why? Well, let me explain...
1. Budget-Friendly SEO
Do you want to increase your SEO? Well, the most budget-friendly way to do this is to blog regularly. When you blog regularly you're consistently updating your website, which tells platforms like Google that new content is available. The more content you create the more Google will push your ranking. Of course, you MUST remember to take all the necessary steps to ensure the basic SEO of the post is set (like tags etc.), but that's just a simple step before you hit the publish button.
2. Content that Drives Traffic and Lives Longer
We all now know that blogs drive traffic and bring in a new audience to your website, but one of my favourite reasons to blog is the lifespan. Content that you have posted will continuously live on your blog until you decide to take it down (full ownership vs social media where you don't own anything).
So why is lifespan important when it comes to content?
Let me explain... someone may just Google "How to Avoid Tokenism in Marketing." This is an opportunity for my blog to show up and bring my website with it. If this user likes what they like what they see, they may begin to follow my blog and go through years of content or perhaps sign up for my newsletter for more. This could potentially lead to a new client, which goes to show you should never underestimate good content on your blog.
3. You Control the User Experience
I've always said, social media is like your store-front display but your blog - that’s your store, that’s where your business lives. You are able to communicate and share content while controlling the audience's experience; taking away distractions, re-linking to other articles and sharing your expertise. You decide how you would like them to experience the post and where you want them to go from there. You're in charge of the whole experience and how they interact with you and your brand. This is very different from social platforms where you are adjusting to the algorithm's needs.
At the end of the day, it's all about numbers and getting results. A blog allows you to truly understand what kind of content is driving traffic to your website. With the right analytics, you can see where people are clicking the most and what content is attracting new clicks.
Based on this you can build a better brand experience for your new and old audience.
5. Expert Status
The best way to elaborate on your expertise for a subject is by showcasing it through a blog. This validates your knowledge and allows you to share on subjects associated with your business in detail!