Want to build your business? Start blogging!

Online marketing has come of age.

It's never been more precise, more analytical, or more exciting. However, that means many marketers are questioning some of the older strategies and wondering if they still hold water.

Take blogging, for instance. It's been around for more than 20 years, so maybe it's lost a bit of its luster. Is blogging just the online marketer's version of busy work or does it hold real value?

Blog posts are highly social

Social media gets a lot of attention these days, but blogging is hardly the red-headed stepchild of the content marketing space. People still share blog posts among their friends, colleagues, and family members, just as they did a decade ago. In fact, blogging never goes out of style because it's simply a medium for sharing ideas.

You can fit far more information in a blog post than you can a Tweet or Facebook status update. Plus, you own your blog. No other entity can control what or when you post -- or remove the content at a later date.

Want to help your business network and connect with others? Blogging is a great way to socialize. 

If you want traffic, you need a blog

Did you know that websites with blogs get more than 50 percent more traffic than those without them? Blogs create pages and pages of content as long as you continue to update them, which means more points of entry for potential customers.

A prospect might never find your home page by typing a single keyword into a search engine. However, while running a more specific search, he or she might land on one of your blog posts, which serves as a gateway to the rest of your website. Some visitors will never convert, but you need healthy traffic numbers to inspire sales.

Building content is a key component of attracting more traffic, but so is the way in which you deliver it. For more insight check out our article, "If content is king, then what is inbound marketing?"

Businesses value conversations

You'll probably never organize a meet-up with your customers and chat for hours over cups of overpriced coffee. However, you can still have meaningful conversations in the comments section of your business's blog.

Conversations often yield significant insight into the minds of your prospects. What do they want? What irritates them? What charms them? How do they feel about products A, B, and C?

A blog can host surveys, polls, and other media that help you gather information about your prospects. It can also serve as a catalyst for the direction your business takes in marketing and advertising. Essentially, you're getting insight into the minds of your target customers.

Having conversations is a great way to learn more about your prospects and customers. But where would be a good place to start these conversations? How about your blog? Photo credit: Kevin Curtis.  

Authority breeds trust

Blogs are also useful for increasing your business's authority. If you publish well-written, thought-provoking blog posts, your audience will respect your expertise and your position in the industry. Furthermore, other businesses and organizations will thank you with inbound links that increase your search relevance.

When you're evaluating different inbound marketing strategy options, don't discount blogging just because it isn't shiny or new. Embrace it as one of the most powerful sources of web traffic and user insight available. If you're interested in starting a blog or exploring inbound marketing, contact us. We will be happy to help.

Once you've gotten started with your blog, you'll want to make sure you're able to measure its effectiveness. To see some great ways to prove the return on investment you are receiving, get your free copy of our eGuide "The six marketing metrics your boss actually cares about."

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