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The Benefits of Business Blogs for Marketing
It helps drive traffic to your website.
Every time you write a blog post, it's one more indexed page on your website, which means it's one more opportunity for you to show up in search engines and drive traffic to your website in organic search.
It helps convert that traffic into leads.
Now that you have traffic coming to your website through your blog, you have an opportunity to convert that traffic into leads.
It helps establish authority.
The best business blogs answer common questions their leads and customers have.
It drives long-term results.
That blog post is now ranking in search engines.
Secondary Benefits of Business Blogging
There are other reasons businesses might want to blog, but I think they're smaller and stray from the core benefits of blogging.
For instance, I love to use our blog to test out big campaigns on the cheap -- before we invest a lot of money and time into their creation. I also love to use our blog to help understand our persona better. And while this shouldn't be their primary use, blogs also become great outlets through with marketers can communicate other PR-type important information -- things like product releases or event information. It's certainly easier to get attention for more company-focused initiatives if you've built up your own audience on your own property, as opposed to pitching your story to journalists and hoping one of them bites.
These are all great side effects or uses of a business blog, but they're secondary benefits to me.
If you're looking to start a business blog or get more investment for one you've already started, the reasons above are a great place to start arguing your case.
Are you already well underway when it comes to business blogging? Just starting out? Share your thoughts on business blogging below and what you're looking to get out of it.
Editor's Note: This post was originally published in November 2013 and has been updated for freshness, accuracy, and comprehensiveness.