By now, you’ve likely heard countless explanations of why blogging will become useless in 2019. “Video is the future!” they say, or “No one has the time to read a blog!”
Both may be true: video is becoming increasingly important, and modern Internet users have limited attention spans. But to completely neglect or forego a blog would be a missed opportunity to engage potential customers or inform audiences of a new product. For many businesses, a blog is more than just a page of posts, but a major driver of revenue and organic traffic.
2019 Blogging Facts and Statistics
Over 409 million people view more than 20 billion blog pages each month. (WordPress)
61% of U.S. online consumers have made a purchase based on recommendations from a blog. (Huffington Post)
28% of marketers have reduced their advertising spend to allocate more funds towards content marketing. (Gartner)
B2B companies that blog generate 67% more leads per month than those that don’t. B2C companies that blog generate 88% more leads per month than those that do not. (SocialMediaToday)
One in 10 blog posts is “compounding,” meaning that organic search steadily increases traffic to these posts over time. (HubSpot)
Why your business needs a blog
To create awareness. Even if you believe people don’t read blogs anymore, they will at least skim the content. For brands seeking to inform customers of a new offering or product, blogs are perhaps the best channel for making those announcements and guides. This can be especially impactful for B2B companies, as they usually don’t get the opportunity to gain visibility in the first place.
To improve your backlink profile. Backlinks are an essential component of your website’s SEO. First, they funnel even more traffic from external websites directly to the brand homepage. Second, they establish your business as a place of authority on multiple search engines (including Google). The more backlinks to your website, the higher the domain authority, and the faster your webpage will be indexed (stored on Google’s records).
To educate and inform. Picture a business that plans to release a new ebook about eating healthy food. With a single post, the company can both advertise the upcoming ebook while sharing useful content on the subject of healthy living. For other, more complicated products, like a new gadget or smartphone, blog posts can help explain the features and functionality of the new device.
To move customers along the buyer’s journey. Perhaps a customer is stuck in the research phase, not sure of which products best solve their problems. Or maybe they are already interested in your product but have not yet decided whether or not to fully commit. One or two blog posts could make all the difference between a new sale and a lost opportunity.
To increase your organic ranking. On search engines like Google, the higher you are on the first page, the more likely you are to create a new lead. Blog posts don’t necessarily have to be read by people (although it’s better when they are), they just need to be read by Google’s crawlers. Once the blog posts have been crawled and indexed, Google will be able to point to your website when people search for certain keywords. So if your business sells insurance, writing guides about insurance will signal to Google that your website could have the answers that users need.
To build a reputation of expertise. No matter what industry you’re in, you’re likely to face competition on some level. By showing off your experience or wisdom on a particular subject, you can better position your brand ahead of your competitors. When it comes to highly-specialized industries like healthcare and technology, the more you write, the more reputable and trustworthy your brand will appear.
Why your blog “isn’t working”
You tried starting a blog and posting content, but you’re not seeing the conversions you hoped for, let alone traffic. Here are a few possible explanations:
You’re not covering the right topics. Try to think outside of the box: what topics interest your audiences? What are your competitors talking about? Is the angle relevant or interesting enough to hook readers?
You’re not promoting your posts correctly. Don’t expect a surge in traffic and social shares just because you published a blog post. You have to put in the time to share, re-share, and engage with your readers and social media followers.
Your posts are not long enough. If you look online, you’ll get different answers for the ideal blog post length. On average, your posts should be at least 700 words, ideally over 1,000. Keep in mind that the ideal length changes depending on your industry and goal. If you want more shares on social, shorter content will be more effective. If your focus is on your Google ranking, a longer word count will be more effective.
You’re not writing enough. Post frequency will greatly affect your level of engagement. Once again, you’ll find varying recommendations when it comes to frequency, depending on the content type, industry, goal, and so on. Generally speaking, one or two posts a week is the minimum if your goal is to increase traffic and engagement.
Your posts are low-quality/low-effort. When it comes to blog posts, quality is always better than quantity. While posting weekly blogs is ideal, make sure to keep it consistent and valuable. That means including high-quality imagery, original content, and useful information. Allocate roughly an hour to edit and enhance the blog for SEO. A single, well-produced blog post can have a far greater mileage than a dozen low-effort posts.
Still need help with your blog?
Researching, writing, editing, and promoting a blog can be time-consuming and confusing for any individual, or even a small team. Arcalea has helped produce and manage content for a variety of businesses. We can help you find the best topics to cover, the right keywords to include, and the right social media strategy to employ. To learn more about how your blog can start contributing to your business, contact us today.
Arcalea combines marketing professionals and data analysis experts into a single team. We love reading the data, the challenge of "how can we?" and of continuously striving to raise our teammates and client partners to be the best they can be.