Blogging isn’t just a way to share your thoughts and opinions. When you use blogging as a marketing tool, it can support multiple areas of a marketing strategy at once.
That doesn’t mean publishing as many blogs as you possibly can. It means creating useful content that attracts the right people and moves them closer to becoming customers.
If you’ve been toying with the idea of starting a blog for your business, here are 12 reasons to convince you why it’s worth it.
1. Helps You Get Found in Search Engines More Often
Every blog post gives your website another opportunity to appear in search results by targeting specific keywords and long-tail search queries your ideal customers are already using.
If you don’t blog, you probably have 5-10 core pages on your website:
Those pages are completely necessary, but they can only target a handful of keywords. A blog can address dozens (or even hundreds) of related questions or topics your audience is searching for.
The more often you show up in relevant search queries, the more organic traffic you get on your website.
2. Drives More Organic Traffic to Your Website
Driving more website traffic is great, but the real goal of blogging is attracting your ideal audience. And even better, people you’d love to work with who don’t know about you yet.
Blog posts can serve as entry points to your website for people who aren’t yet familiar with your brand. Once they read a few of your blogs and get to know you, they might be interested in working with you.
A robust content library can compound over time as individual posts continue bringing in traffic. Google will see that you’re consistently providing value and keep sending people to your website from search results.
3. Builds Brand Awareness
People may discover your business through a blog post before they ever see your homepage or social media. All because you’re targeting keywords in your blogs that they’re searching for.
They might search for “why did my website lose traffic” and land on a blog post about search intent, and realize they haven’t even considered it when blogging. Then they might discover that I offer blog writing services, realize they need some help, and inquire.
They had no idea who I was, and they weren’t specifically looking for a blog writer. They had a problem, I explained why it was happening, and gave them a solution.
Publishing helpful content like that keeps your brand in front of potential customers. The more useful information someone encounters from your brand, the more familiar and trustworthy your business can become.
4. Establishes You as an Expert
Instead of telling people you’re an expert, show them you know what you’re talking about in your blog posts.
- Answer common questions
- Explain complicated concepts
- Share unique insights
- Address misconceptions
There are tons of things you can talk about related to your niche, and every blog you write shows you as an expert. This is especially valuable for service providers because potential clients often want to understand your expertise, experience, and process before investing.
5. Builds Trust With Potential Customers
Customers research a business extensively before making a purchase or booking a service. Let’s be honest—we’d all rather find the answers ourselves before wasting time submitting a contact form or calling a business.
We want answers, and we want them NOW!
Blog posts can answer questions and alleviate concerns before someone ever reaches out. Helpful content makes a prospective customer feel more informed and confident about contacting you.
I’d estimate that 90% of the inquiries I get are ready to book. They aren’t looking for information or needing an answer to a question.
They already found what they needed to know. They want to hire a blog writer, and I’m their choice.
6. Supports Your Other Marketing Channels
A blog doesn’t have to exist separately from the rest of your marketing strategy. In fact, it shouldn’t. A blog should work WITH your other marketing channels.
You can turn one blog post into:
- Social media posts
- Email newsletter content
- Pinterest content
- Video topics
- Podcast topics
- Lead magnets or downloadable resources
Using blogging as a marketing tool can give you a central piece of content to repurpose across multiple channels, making your overall marketing strategy more efficient. Instead of constantly trying to come up with completely new social media ideas, use your blog as a content bank.
7. Can Generate Leads
Blog traffic can eventually turn into inquiries, email subscribers, bookings, or sales. First, you educate them on a topic, and they start to see you as an expert.
Then, include strategic calls to action throughout blog posts to help them take the next step. Match the CTA to the reader’s stage in the buying journey and make it relevant to the blog topic.
Here are some examples:
- Download a free guide
- Join your email list
- Book a consultation
- Shop a related product
- Read another relevant article
Not every reader will be ready to buy immediately, and that’s okay. A low-commitment CTA like joining your email list sometimes converts better than asking them to inquire about your services right then and there.
8. Helps You Reach Customers at Different Stages of the Buying Journey
Not everyone visiting your website is ready to hire or buy. Sometimes they’re just looking for information.
Break content into different stages:
- Awareness: “What is…” and “Why does…” topics
- Consideration: Comparisons, guides, and “how to choose” topics
- Decision: Service-specific, product-specific, or “is X right for me?” content
Blogging as a marketing tool hits every stage in the buying journey and can help nurture someone from their first Google search to becoming a customer someday.
9. Gives You Opportunities for Internal Linking
Internal linking helps readers and search engines discover new content on your website. You know your website like the back of your hand, but someone who’s never seen it before needs help finding new, relevant content.
Link blogs to relevant service pages, products, categories, resources, or other blog posts. This process helps readers discover more useful information while also helping search engines understand the relationships between your pages.
10. Gives You Long-Term Marketing Assets
Social media posts disappear in like 0.5 seconds, but a well-optimized blog post can continue attracting visitors months or years after you publish it.
My top-performing blog is one I wrote when I was still a virtual assistant, and it migrated from my old website. In 5 years, this post might be my top-performing blog—who knows?
A strong blog library can become a long-term resource for your audience. Blogging is an investment, not a one-and-done marketing strategy.
It requires consistent effort to publish new content and update older content, but it pays off over time.
You might not see results right away, but traffic compounds over time as search engines recognize the value of your content.
11. Can Support Other SEO Efforts
Blog content can naturally create opportunities to target related keywords and topics. A thoughtful content strategy can help build topical relevance around the subjects your business wants to be known for.
Blogging is only one piece of SEO. It works best alongside strong website structure, technical SEO, keyword strategy, and on-page optimization.
But it’s also my favorite way to improve website SEO 😉
12. Blogging Helps You Understand Your Audience
Analytics can give you insight into what your audience wants to know more about.
Pay attention to which topics receive traffic, engagement, conversions, and search visibility. This is a sign that your audience is interested in those topics.
Use the questions customers repeatedly ask to inspire future content. They clearly are confused about something! That’s what inspired this post about prioritizing blog updates.
Look at which blog posts lead people to your services or products. These are your conversion blogs, and they should be kept as up to date as possible. Continually add and refresh the content.
How well your content is performing in search results can tell you what your audience cares about and what information they need before making a decision.
How to Make Blogging an Effective Marketing Tool
Blogging as a marketing tool can help you attract new customers and build brand awareness, but there’s a right way to do it.
Don’t Blog Just to Blog
If you’re more worried about reaching a certain number of posts, you aren’t blogging for the right reasons. Every post should have a purpose. Whether it’s conversion or education, identify the reason behind a blog post before publishing it.
Start With Keyword and Audience Research
Identify what your ideal customers are searching for. Look beyond high-volume keywords and consider relevant long-tail searches. That’s how people are searching now with AI.
Create Content for Humans First
Yes, we’re trying to rank on search engines and get mentioned in AI, so to a degree, we need to write with SEO in mind. But don’t forget who will actually be reading your posts—your audience! If you have to sacrifice an SEO headline here or there to connect with your audience, it’s okay. Prioritize genuinely useful, clear, easy-to-read content.
Include a Next Step
Give readers a logical action to take after finishing the post. The people you want to work with will take the step, and others will consume the content and leave. They weren’t your people anyway.
Update Your Best Content
Updating old content can be just as beneficial as writing something new. It already has authority with search engines, so refreshing the content will only make it more valuable. Look for opportunities to update outdated information, improve SEO, expand thin sections, and strengthen internal links.
Turn Your Blog Into a Marketing Asset
Blogging can support SEO, visibility, authority, trust, lead generation, and the rest of your marketing strategy. The biggest benefit comes from treating your blog as a strategic business asset rather than a content checklist.
Create content with a purpose:
- Attract the right people
- Answer their questions
- Build trust
- Give them a reason to take the next step
That is how you use blogging as a marketing tool effectively.
If blogging has been on your to-do list forever and you can’t seem to get around to it, check out my blog writing services. I can help you get new blogs up and running for your business, update old ones, or provide a custom strategy you can implement on your own. I’m here to support you!
AFFILIATE DISCLAIMER
Some links in this blog post may be affiliate links. I only recommend products and services I trust and believe would be beneficial to you.
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