Top 5 Reasons Your Company needs a Blog and How to Measure Its Performance

I get asked often by business owners whether it is worth their time to have a blog. Many business owners invest time in social media and assume it will boost their online presence. A business blog can still be a valuable tool for engaging potential customers.

You must regularly post relevant and high-quality content to help your customers if you want your business to be visible online. All companies, large and small, should ensure that a blog is an integral part of their Content marketing strategy. These are the top 5 reasons your company needs a blog.

Top 5 Reasons Your Company Needs a Blog

1. Traffic driver and lead generation

A blog is an amazing way to drive targeted traffic to a site.

You can get excellent SEO results by creating new content and using relevant keywords. Blogs are the ideal platform for this. Search engines like Google love regularly posted content. This makes it easier for search engine bots to visit your site more often to index new content. Every time a blog post is posted to a website it creates an index page. This allows you to appear in search results and to get organic traffic to the site.

Google is used by users to search for almost any decision, big or small. It is important to address your audience’s questions and their concerns with content.

Blogs can not only help build brand awareness but also open up new opportunities for customers to contact the company. You can easily make it easy to create leads by putting in well-executed calls-to-actions on your blog posts.

This will allow you to offer offers, download whitepapers, and convert visitors into leads. Blogs generate 67% more leads per month than those that don’t.
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2. Build authority and credibility

Blogs will allow you to share your knowledge and gain the trust of your readers. To be recognized as industry leaders, successful companies regularly publish blog articles.

Your credibility as an expert in your field could be enhanced by writing about industry trends or common customer questions. Engaging with your customers with tips, advice, and news in your industry niche can make you more trustworthy and could even help you to win over your competition.

A good blog post could get you backlinks or digital PR. Insightful and informative content is highly valuable and is often referred to on other blogs and websites. Linking to your website improves its authority and helps you rank higher in search results.
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3. Keep the audience updated on your business and services

Blogs are a way for your business to be heard and can educate your customers about your business.

Your customers should be satisfied. You can build loyalty with potential customers by providing valuable content free of charge. They will be more likely to choose you over other companies when it comes time to purchase. You could share useful resources via your blogs such as a checklist, ideas, and recipes, or insightful trends.

Blogs can be used to generate interest in your services. It is important to find a way for your services to be included in the blog content without making them the focus. The blog could be used as a portfolio by businesses such as web designers, contractors, and hairdressers.

Next, make sure you use the right call to action to direct your readers to take the next step. For example, contact you or fill out a form.

4. Foster associations with likely clients

Another significant part of a blog is to study your clients.

Publishing content to a blog is the best method to fabricate connections and draw in with your crowd. Clients can share tales about your items or benefits or pose inquiries about them.

It very well may be an extraordinary method to get what the perusers need to say – thoughts or ideas. Like social tuning in, brands can use commitment and criticism on blog entries and web-based media to change their marketing methodologies.

Answer their inquiries and react to your perusers straightaway, it gives a human viewpoint to your business, and thus, you acquire bits of knowledge, fabricate trust, and grandstand that you care about their suppositions. Doing as such will likewise assist with boosting your image’s permeability and position you as an industry master.
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5. Lift Social media and Email marketing

An incredible advantage of publishing content to a blog is the chance it makes for others to share the connection to your blog.

At the point when you make special, fascinating online journals and give important information, they get imparted to a designated crowd. With these offers, you are probably going to settle the score more offers that will assist with driving clients to the blog and henceforth increment brand mindfulness.

Web journals resemble gold when arranging your online media schedule – not exclusively would you be able to drive clients to your website yet additionally use statements, pictures, or screen captures from the blog content to draw in with your crowd.

You could likewise utilize web journals for your pamphlets or email marketing. They would assist with supporting the trust of clients and position your business as a suspected pioneer. On the off chance that the clients discover your blog instructive or intriguing, they could likewise buy in to hear from you all the more regularly.

The most effective method to begin

While making an effective blog that supplements your business and grows its span to new clients, here are some significant things to remember.

Focus on Content Quality – It is essential to ensure high-quality, relevant content that offers value to your target audience.

Post content regularly – It is ideal if you post content regularly for your readers to come back and search engines to keep coming back to index the site faster.

Get feedback – It is ideal to ensure you get feedback – positive or negative to know and understand your target audience better.

Promote content – It is best to promote each blog article across all marketing channels to attract and grow your reader base.

How to measure content marketing performance

A recent CMO survey revealed that 65% of marketers couldn’t quantify the impact of their marketing. The first step is to get to know your brand’s purpose, goals, and key performance indicators.

If you want to measure the performance of your blog, I have listed the top five metrics.

1. Metrics of consumption

You need to look at the basics and see how many people are landing on your site. The ideal metrics to look at are –

• Sessions
• Users
• Pageviews

Google Analytics can also provide information about where traffic is coming from, such as geography, browser, channel, and so on.

This data helps you to understand and localize your content so that it reaches your target audience. This information can also be used to identify trends, such as which blogs are more popular with your audience.

2. Engagement metrics

It is important to measure engagement metrics to see how visitors interact with your content. You should be looking out for the following metrics:

Average time on page

• Pages per session
• Average session duration
• Bounce Rate
• CTR (Click-through rate)

To find out which content topics are most popular with your followers, you can also check the Social channel aspect. Other than Google Analytics, social listening tools such as SproutSocial and SocialBakers, Hootsuite, etc. can quickly show you which content is performing well, along with comments, shares, etc.
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3. Email metrics

It is crucial to evaluate your email metrics if you use blogs for email marketing. This will help you determine if your message is accurate and if email marketing is reaching its intended audience. This area is where metrics that you should be monitoring would help you monitor the performance of your blog.

• Email open rate
• Email Click-through rate
• Bounce rate
• Unsubscribes

4. SEO Outcome Metrics

It is crucial to evaluate the SEO performance of blogs. The most important measure is SERP ranking for your key keywords driving traffic to the site. Google search console is the best way to find the terms you rank for. It’s important to monitor keyword rankings over time using tools such as Ahrefs and SEMrush.

Ranking higher for relevant keywords will result in more traffic, which can lead to more conversions. If your blog is of high quality, you should aim for position 0. Featured snippets are more visible in search results and have higher click-through rates.

5. Conversions

It is crucial to understand what your users do once they visit your blog. You can encourage readers to take the next step and convert by cleverly placing click-to-actions.

The conversion process can vary from one business to the next. It could be sale, sign up or form fill up. You must consider the next action you want your user to take at the end of every blog. Google Analytics allows you to set goals and track ecommerce traffic to help you understand where leads and sales are coming from.
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Summary

Blogs are a way to humanize businesses and build a solid foundation for marketing efforts.

A blog can help you improve your search engine rankings, increase brand trust, and build relationships with your customers. Your target audience could choose to purchase products or hire you over a competitor by setting up a blog.

Lord Kelvin once said, “If it’s not measured, it’s impossible to improve it.” Measure and analyze the content performance to improve your marketing strategies.