A blog is a regularly updated website or web page typically managed by an individual or group, written in an informal or conversational style. Essentially, blogging is long-format content that addresses and resolves a probable issue that your prospective and current consumer may have.

In a recent eMarketer report, 72 percent of respondents cited that relevant content creation is the most effective SEO tactic. Why? Google ranks the most up-to-date and relevant content higher than static [old] content.

There are many other reasons that your business should be creating original content – here are our top three reasons that you, too, must jump on this bandwagon.

Getting Started

You don’t have to be a professional graphic designer, web developer, or marketer to start a blog – there are many suitable and user-friendly platforms on the market, such as WordPress. You can also opt for a more simplified version by adding a page to your existing website.

If the overall objective is to increase search engine ranking to your website, adding a page to your main website is in your best interest. As previously stated, Google favors websites that are updated with fresh, relevant content.

Have a Voice

A blog is a centralized location where a business can talk about its products and services, in a less intimidating, friendly environment. According to a Quick Sprout survey, 61% of U.S. consumers have made a purchase based on a blog post.

A blog is less formal than a website, it gives businesses a voice, improves customer service, and positions the company as thought leaders in the industry. That said, a business has the opportunity to tell their story – philosophy, employees, and ideas – in their blog to increase traffic and conversions from prospect to sale.

Adds Credibility

A credible blog is written by industry professionals with expertise in their respective field of work. These professionals are not only aware of industry trends, but they leverage the company’s blog to contribute their expertise to the field. 82 percent of consumers enjoy reading relevant content from a company blog – most people read 5-10 blogs per day.

Your blog’s purpose is to show your prospective and current customers who you are, what you do, and how you can help them achieve their own goals with your products or services.

Blogs are also a great source for engagement – the comment section of your blog can be used to contribute to the conversation. Furthermore, the content can be shared across multiple social media channels – increasing your blog’s reach and visibility.

The overall objective is to turn your blog into a strategic marketing tool that drives traffic and sales to your business, be consistent by adding regular and frequent content.

Do you have a company blog? Have you noticed any changes in customer service, engagement, or sales in your organization?