April 13, 2017
“Is blogging still worth it?”
It’s a question business owners ask every year.
It’s understandable, with some sites estimating that hundred of millions of blogs exist on the Internet today. It might seem like the entire Internet is far too saturated, but is it really?
In 2009, the New York Times estimated that 95 percent of blogs are abandoned quickly after being started.
This is a great reason you should consider continuing or starting a blog for your business throughout 2017. Not everyone has the stamina and commitment to keep up with blogging, and if you do, your business can reap the rewards.
Why blogging still matters
Did you know small businesses with blogs generate 126 percent more leads?
Most businesses struggle to get enough leads in each month, and on top of that, it can be hard to go out there and generate your own. Why not create a system that brings in leads so you don’t have to?
Blogging does your cold calling for you. Although your customers may not read your blog faithfully, millions of people across the world Google topics, and there’s a chance they could end up on your blog. Then, if your blog is helpful and answers their questions, they may sign up for your newsletter or give your business a call.
When you deal with a customer one-on-one, you have to spend that dedicated amount of time demonstrating why he or she should pick your company. When you have a blog, you can multiply that effort over and over.
Hubspot discovered in 2016 that one in 10 blogs are compounding, meaning that the organic traffic from that search increases over time.
Even if your business is going well and profits are through the roof, you never know what is around the corner, so the sooner you start showing up in Google, the better.
Is it too saturated?
Blogging seems like a market that is oversaturated, but when you peak under the hood of most businesses you will see that a large majority still do not take their blogging efforts seriously.
Businesses will post once in awhile, only put minimal efforts into a blog, or only put in minor efforts to sharing it online.
All of these are opportunities for your business.
Whether your market is actually saturated or not, you need a body of content to show potential customers and clients that you are an expert.
B2C companies that blog 11 or more times a month receive four times more leads than blogs that only post content four to five times a month.
From 2017 on
Compared to other forms of marketing, blogs are usually one of the cheapest ways you can start marketing your business, even before you start spending money.
Seventy-eight percent of consumers conduct product research online before they buy, which means you have a chance to be in front of more customers. Since those statistics were taken in 2010, I can imagine it’s even higher now than it was then.
Your business can keep it simple and easily start a blog built on WordPress, which currently hosts 19 percent of the websites across the world.
As long as people are still using Google, you should be blogging. It will give your business a chance to leap ahead and attract the right customers.
What should you write about?
This is where most businesses get stuck. Instead of focusing on what the customer wants to know, they end up writing a ton of articles that only people in their industry would care about.
For example, if you owned a car company you wouldn’t want to write about new regulations in the car industry. People who buy cars rarely care about that.
They want to know what car is best for the snow, best for a family, has the best gas mileage, has the highest safety crash test writing… You get the idea. You want to write for your customers, not your industry.
You can always ask your customers what they want to know. Send out an e-mail list, get in forums, or call them. On top of that, you can also search around your industry and see what your competitors are writing about, if they’re writing blogs at all.
When you know what they care about the most, you can develop a strategy that informs them and also points to your business as being the best solution for their problems.
Are there downsides to blogging? Sure. You could spend a lot of time creating content that doesn’t serve your customers and realize how much time you wasted.
However, if you create content with your customers in mind, there are few downsides to adding blogging to your marketing strategy. At the worst, you end up with a directory for customers to reference. At the best, you end up with more leads and sales than you know what to do with.
Jackie Pearce is a copywriter and blogger from Denver, CO. She graduated with her business writing degree from the University of Colorado. She writes about copywriting and marketing on her blog at www.jackie-pearce.com. She is passionate about helping companies stand out online and break through the usual marketing noise.