Why does every business need a high-quality blog on its website?

Many digital resource owners still do not pay enough attention to such a tool as a blog. Sometimes it is perceived as something optional that does not affect the online audience’s perception of the business at all.

For nothing since high-quality content has always been one of the most powerful forces for promoting a company in the digital space. And today we will try to explain with specific examples how much potential a properly created blog has.

In the era of social platforms like TikTok or Instagram, it’s hard to believe that blogging can have a tangible effect in a marketing strategy. Owners mostly focus on promoting their brand through these platforms, creating a functional website and other features. This also has a psychological impact – for example, a modern framework gives the owner a strong feeling that his resource is now in trend and that it will definitely appeal to the audience. That is why tools such as a blog often fade into the background in a company’s overall marketing strategy.

However, research and statistics have different data. Websites that have an active and developed blogging section attract 55% more visitors than those without it. Moreover, it helps to retain clients and engage them in business offers. With the right approach, this tool becomes a powerful element of the company’s website development, outperforming even the famous Instagram and TikTok.

Reasons why it is better to pay attention to a blog for a website:

• Increase audience interest in your offers. Regularly publishing useful content gives users a strong feeling that they are looking at an expert resource. This will help to attract the attention of the audience and increase brand recognition.
• Generate additional leads. A properly created blog can perform the same functions as a CMS for a website. Useful content generates a potential client’s interest in you as a company. It is highly likely that users will want to come back to you again, leave contacts and subscribe to regular updates of your resource.
• Promotion of goods and services on the market. A blog allows the owner to profitably promote their offers through detailed articles. Demonstrating the advantages of a product, comparing it with a competitor, answering questions from the audience – all this demonstrates your focus on meeting the interests of a client.

An important function of a blog is to maintain contact. Thanks to this kind of content, businesses can identify priority areas of user interest and stay in the field of their attention. This is the key to increasing client loyalty.

One of the main functions of a blog is its positive impact on website SEO. Here are some of the main criteria:

• increased conversion: it is the blog that informs search engines that the resource is constantly updated, which means that its position in the ranking table becomes higher;
• organic traffic increases, which is an important signal for search engines;
• a blog is ideal for placing anchor structures inside it, which cover the entire company’s website with links;
• increase in the number of pages suitable for indexing by search engines;
• useful blog content is a great platform for social media channels.

By getting acquainted with the author’s presentation of information on the site, other users can link to your resource in one of their channels of communication with the audience. As a result, businesses get completely new sources of leads without putting in much effort.

If you consider a blog as an element of content marketing, then you automatically need to select the type of information for a particular resource. In general, there are five main directions.

Informational content is intended for the audience that plans to use the website offers. As a rule, such users are actively looking for relevant content that would answer their questions before making a purchase. This is where your blog can help them. The advantages of products and services, features of the choice, recommendations – all of this is related to the informational nature of the content.

The main task of such a blog is to turn the reader into an active client of your business offers. This content can be considered as the final impulse for the user. After reading such a blog, most of the audience should be motivated to make a purchase.

This type of information is intended to attract users’ attention, stimulate their activity and engage the audience in interacting with the business website. For example, to read the article to the end, to go to the catalog, to subscribe to the business’s social media.

This content includes:

infographics – a visual presentation of information that is especially attractive to the part of the audience that does not like to read for a long time;

• various interviews with authoritative experts;
• author’s guides;
• instructions;
• storytelling about the brand’s life.

To understand whether the content is really interesting to the audience, you need to pay attention to the number of views, time spent on the blog page and overall conversion. This will help the owner to select information more accurately according to the readers’ interests.

This content does not carry a special functional load. Nevertheless, the entertainment aspect makes the users’ stay on your website more interesting.

Popular forms of it are:

• contests, promotions;
• giveaways;
• interesting stories and facts;
• visual content: memes, funny images and videos;
• life hacks;
• thematic selections.

The audience remembers emotions better. The task of an entertaining blog is to form pleasant associations with your business.

Viral information is information that spreads rapidly through the network and causes a surge of interest among readers. This content can be in any format (video, text, images) and its main function is to attract a large audience attention.

Viral content can be:

• informational memes;
• emotional content;
• useful life hacks;
• current issues and methods of solving them;
• breaking news and the author’s reaction to it.

However, there is an important nuance to viral content: it needs not only to be understood, but also spread correctly. The information that is well received by the public through social platforms will need to be adapted for a blog.

Search engine optimization (SEO) includes several basic directions that increase visibility in search engines:

1. Keywords. Use relevant queries in the titles, subheadings and text of articles. They should be naturally integrated, without being overloaded.
2. Headlines and meta descriptions. Create unique and attractive headlines (H1) and meta descriptions for each article. Ideally, they should include relevant keywords.
3. Text structure. Divide information into paragraphs, use subheadings (H2, H3) that make it easier to read and help search engines understand the structure of the content.
4. Image optimization. It is important to use the alt text format for visual content – this will improve indexing and make your blog content more accessible to search engines.
5. Internal and external links. Supplement the text with redirects to other blog pages and external authoritative resources.
6. Optimize the loading speed. It is important that your site and its individual elements start quickly after the transition – search engines prefer fast resources.
7. Mobile optimization. Your blog should be adapted for gadgets. Mobile traffic is important for effective SEO.

Don’t forget to regularly update your website and blog content. By adding new articles and improving existing ones, the owner automatically keeps the resource up-to-date.

Examples of typical mistakes that hinder the development of a blog and the resources promotion in general:

Lack of clear content marketing. Publishing for the sake of publishing – is a bad idea. Such content quickly loses the interest of the audience. Create a content plan and set up a clear schedule for publishing new articles.

The language of communication is too complicated. Authoritativeness – is not about knowing as many terms and phrases as possible, but about being able to explain them in an accessible way. Use the language familiar to your audience and they will understand you.

Lack of feedback. By not responding to comments or questions, you lose the loyalty of your readers. Never ignore them!

Uninteresting content. Provide variety to your blog – from tips and cases to industry news and interviews. Monotonous advertising information becomes boring after a few posts.

Unclear purpose. What is the function of a blog on your website: lead generation, brand recognition, information support. Define the purpose and create the content according to these tasks.

A typical and quite common problem – is ignoring SEO. Brilliant ideas, stylish articles and author’s presentation of information are all good, but users need to find your resource on the web. Without proper SEO, a unique blog will still remain invisible.