Why you should be running a blog on your website
Posted on June 17, 2015
Anytime I build a website, I always suggest that customers start running a blog or news section continuously once it is built. A lot of people won’t feel the need to do this as Facebook, Twitter, Linkedin etc all takes care of posting updates about business and sure you can always link relevant articles from there, right? Right, you can – but relying solely on other peoples content to fill your social media is not the best approach for a variety of reasons! As an Online Marketing service, i’m never satisfied with just building a website for someone, getting paid and wiping my hands clean. There is always a lot more work to do if the goal of the website is to gain more customers for your business and to increase brand awareness on the internet. The buzzword here is Inbound Marketing!
What is Inbound Marketing?
Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. (Hubspot)
So what are these marketing activities that bring visitors in? This involves advertising on your social media channels, social publishing, having your website ranking well in search engines (SEO), and blogging. Blogging is the single best way to bring visitors to your website. Content creation across all platforms is important, but if you are not doing this on your website fundamentally then it is not going to increase in visitors and is going to slide down the ranking! Brochure websites especially should make use of this as they don’t offer any incentive to visit other than when someone needs to seek the information. This might not be a regular occurrence if you are not attracting visitors to your site! This can tie in with your other marketing activities. When you share a post on your website, you can share that post to your Facebook and Twitter, rather than someone else’s article about it on their website! Sharing content from your own website to your social channels has been proven to be a strong ranking factor in SEO also.
That’s not to say you shouldn’t be sharing other sites content! Generally you should follow a ratio in your social media campaign that 1 in every 15 posts is to an article on your own blog. There are many strategies – you just need to find what is right for you. Email Marketing is another good way to get people linking back to your site and to your blog. If you run a blog on your website you can produce a monthly branded newsletter that puts together a list of your best articles that month and all links back to the relevant posts, you wouldn’t want to send out a newsletter that links to other peoples sites!
So what do I blog about?
That’s entirely up to you. Think about what type of content you share across your social media channels..is it just news? Is it articles about things relevant to your customers interests? Whatever it is you can do a fraction of these things yourself on your own blog. Always remember the personality you put across in your articles reflects the company, and the content is king so it must be of high quality and contain some form of On-Page SEO wether it keywords or links. It all ties in together with all of your online marketing channels but is all based around your website and your blog. Once a week, once a month? Higher frequency is obviously better. Many businesses can be too busy to start a blog – but even if you can get the crux of a blog post shed out by someone in the know at your organisation you can farm out the SEO and content optimisation to a digital agency.
Ask yourself these questions whenever you tackle a new blog post:
- Is the topic relevant to your business and to your target audience?
- Does it answer a question, solve a problem, or help with an issue?
- Will it provoke discussion? Make sure it is worth talking about.
Your blog does not only have to contain text. In fact, blogs can feature additional extras like;
- and podcasts
Finally, if you haven’t started blogging it’s never too late. A blog can be integrated to an existing website, and you can always find creative people in your organisation to get together and brainstorm some content! If you need a strategy about how to share this content and analyse how its working for you, it’s never to late to get one drawn up! Having a website and social channels already set-up is half the battle. If you are starting brand new – I strongly advise investing in some online marketing advice and strategies to go with your website. It’s pivotal to any successful online marketing campaign!
Written by: Ross Maguire
If you are in search of a brand new website that utilises an online marketing strategy, or want to integrate with an existing website and brand, talk to us today!