If you’re planning a new website with our team at Reusser Design (or even if you’re not), you’ve likely been faced with the proposition of starting a blog. It’s a daunting task when you take into consideration all of the time and effort involved in maintaining a blog for your company or organization.
We’ll be the first to admit that there are a lot of blogs out there today that are simply a waste of time—both for the companies writing them and for the people reading them. Our goal in this series is to help you understand what meaningful content looks like and to avoid becoming irrelevant, but first, we will discuss why having a blog matters in the first place.
It helps your audience find you.
When search engines (Google, Bing, Yahoo, etc.) are looking for websites to display in the search results, they are looking for quality, up-to-date content relevant to the search query. No matter how large or small your company or organization is you are bound to have a finite number of pages on your website—this is where a blog can help.
A 10-page website can only have so much content, but if you add 50+ blog posts, search engines suddenly have 60 pages or more of meaningful content to display in search results. With that much content, you will cover a broader variety of search terms that your customers may be searching for than if you were to rely solely on your 10, relatively static, website pages. And it doesn’t stop there—every time you write a blog post it adds to this number giving you pages upon pages of specific content that search engines will be able to search indefinitely. This means, the blog post you write today could help you show up in a search result years from now. Talk about a return on investment!
It shows your audience they can trust you.
Rather than simply being another way of advertising, an effective blog focuses on providing value to its users. This could be in the form of new industry knowledge, answers to commonly asked questions, or even entertainment. All of these types of posts show your readers that you care and that you are committed to them. It takes the focus off of you and puts the focus back on your audience and how you can serve them.
Think about this silly scenario: You’re looking to hire a clown for your company picnic and you’ve heard about 2 options. You visit Clown A’s website and it has some basic “About Us” information, a few pictures, and a price list. It seems like an okay option, but then you visit Clown B’s website. It has the same things, only with the addition of a blog. The blog has an article about kid-friendly face-painting techniques, a top 10 list of knock-knock jokes that give you a chuckle, and a case study post that shows laughing kids sporting outrageous balloon hats. Which would you choose? Clown B of course—and why? Because their blog proved to you that they knew what they were talking about when it came to being a good clown.
It keeps your audience thinking about you.
When someone engages with you by signing up for your email list after a purchase or following you on social media, you have a unique opportunity to continue to provide value through your blog posts. By posting meaningful information that your audience cares about, you can continue to form a positive perception of your company or organization long after their initial purchase or interaction with you. This allows you to remain relevant with your audience and positions you as the expert—this expertise could be exactly what drives your audience to be their first call when a need arises. Life is busy and people don’t have the time to spend hours researching every little thing, so top-of-mind awareness has become even more crucial. Having a blog is one of the easiest ways to do this.
So now that you’re on the blog bandwagon, stay tuned for the rest of our series on blogging for helpful tips to get you started. In this series, we’ll tackle the 4 hurdles that organizations often face when it comes to blogging:
- But I have nothing to write about…
- But I’m not a writer…
- Understanding SEO
- But how do I avoid plagiarism…
It’s our goal to equip you with the right information to get you started. We’ll be posting over the next several weeks, so stay tuned!