What is the Purpose of Business Blogging?
But I can’t even begin to count the number of times people have asked me what the purpose of business blogging is.
Inbound marketing has been around for years now, but it’s still a question for many people: why do we do it? What is the purpose of business blogging?
Someone asked me about it the other day, and I thought, “Oh sure, let me just point them to the NUMBER of blogs I’ve written about business blogging.”
Let’s talk about what business blogging is, why we do it, and why for heaven’s sake I just need you to believe me when I say it’s worth it.
What is Business Blogging?
What is the Purpose of Business Blogging?
John Heritage — President, Evenbound
You want to show up first when someone googles something you do or a product you provide?
You want to beat the competition?
Well then, business blogging is the tool for you.
3 Key Benefits of Business Blogging
Don’t worry, I wasn’t just going to tell you something and not back it up.
Like I said earlier, business blogging is a key marketing tactic. It does more than just help you rank well. When you do business blogging right, it can help you convert more leads through every stage of the buyer’s journey.
Here’s a look at three of the key benefits of business blogging.
Drives Qualified Organic Traffic
Essentially, it should be your goal to write blogs that:
- Are relevant to your business
- Solve a common problem or pain point your target buyer faces
- Are centered around a keyword or phrase with high search volume and low competition
That’s the sweet spot for a blog that will rank well, and that will pull in the leads you actually want. Once you do your keyword research, the real challenge is putting out quality content that’s in-depth, and that answers those questions your target buyers are asking.
Business Blogging Builds Authority and Topical Relevance
You’re cooking a steak, and you want tips on the best way to do it. Which YouTube video do you choose?
- One published by Chef Gordon Ramsay
- One published by your friend from high school
Why?
He has authority on the subject.
That brings me right to topical relevance, which is similar to authority.
The more quality content you have on a topic, the more topical relevance you have.
If you have a blog on each of these topics:
- How to Grill Steak
- Step-By-Step Guide to Prepping Your Steak
- How Long Should Your Steak Rest Before Serving?
- How to Pan-Fry Steak
- Which Cut of Steak is Best?
Then you have serious topical relevance.
Though you can’t build authority or topical relevance overnight, steady, consistent posting of strategic content centered around one topic is one of the best ways to get there.
Your Business Blog is a Lead Generation Machine That’s Always On
When your sales team has gone home, when your marketing team is on vacation, and while you're breaking for the holidays, your blog is still working for you. Click To Tweet