Why Blogging is Absolutely Critical to Your Lead Generation
A website without a blog is like a car without an engine. All the bells and whistles might be in the right place, but there’s nothing below the surface to help move it forward. If you want your website to be a well-oiled lead generation machine, blogging is essential.
According to HubSpot, sites with more than 400 pages get six times as many leads as those with fewer than 100, and research from Traffic Generation Café shows that having more than 52 blog posts increases monthly lead generation by more than 75%.
There are a number of reasons why blogging is so effective at generating online leads. If you’ve been on the fence about blogging to help generate leads—and the numbers above haven’t already convinced you to start—here are some of the most convincing reasons why a blog is absolutely critical.
Blogging Establishes Trust and Thought Leadership
Anyone can build a website with a few pages of products or services. But when a business’s website features a wellspring of quality blog content, it shows everyday users that it’s more than just a website—it’s the public face of a company that’s active and engaged with its audience and industry.
More than that, blogging can be crucial in helping to establish your authority as a leader in your industry. Thought leaders like marketer Neil Patel and the financial services company Vanguard have all leveraged blogging to become established authorities in their respective fields. With enough time and innovative content, there’s nothing keeping you from doing the same.
This is the kind of organic authority that can’t be bought, and will be sure to lead to higher lead conversion rates over the long-term.
Blogging Improves SEO
Of all the reasons to blog, SEO might be the most compelling. When SEO pays off, it leads to improved search engine rankings, more traffic and more leads. And SEO is almost impossible without a good on-site blog. Here’s why.
- Blog Posts Can Target Long-Tail Keywords: Most online searches don’t come from high-volume search terms, but from the combination of more specific niche terms. Think “shoes” versus “blue size 10 basketball sneakers.” Long-tail terms are not only easier to rank for than higher-volume “short-tail” terms, but usually more likely to convert as well. Blog posts are a great way to hyper-target these long-tail terms with individual pages on your site.
- Blog Posts Can Build Site Authority: One of the core features of Google’s ranking algorithm is known as “Panda,” which gauges the quality of web content and punishes or rewards it accordingly. Panda applies its quality score site-wide, meaning that a backlog of high-quality content in the form of blog posts will help to rank your site as a whole.
- Blog Posts Can Help with Link Building: Along with quality on-site content, the other main pillar in Google’s ranking algorithm is the quality of a site’s inbound links. Blogging is a fundamental aspect of any SEO campaign in part because it creates what are known as “linkable assets,” or pages on your site that offer content or resources valuable enough that others want to naturally link to them.
Blogging Increases CTA Opportunities
For all the long-term strategy and groundwork that goes into a successful inbound marketing campaign, almost all of the leads you generate will be directly attributable to a call-to-action. Calls-to-action provide the final nudges that your audience needs to convert and become active leads. Blogging doesn’t just grow that audience—it provides more opportunities to present calls-to-action.
Sidebar CTAs, popups, margin banners, downloadable asset offers and more can all be integrated into your blog content to help guide more readers into the top of the sales funnel.
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Tips for Generating Leads with Your Blog
OK, so blogging is important. But how do you do it right? Take a look at some of these general best practices to make the most out of your blog.
Too many novice bloggers make the mistake of creating content that’s overly promotional or transparently sales-oriented. This turns readers away and makes you look less like a reliable expert than an aggressive huckster.
Your posts should be genuinely informative, and provide your audience with tools or resources to solve problems they face in their daily lives. Don’t forget to align your blog topics with specific points on your personas’ buyer’s journeys.
Unoriginal content is another problem endemic to amateur bloggers. It’s easy, and quite often tempting, to find a popular topic and regurgitate what’s already been written about it. But this tactic doesn’t offer your reader anything they can’t get somewhere else.
Your blog should offer something that readers have to go to you to get—solutions for their problems, interesting opinions, up-to-the-minute news or fresh entertainment. Whatever you can offer that no one else in your niche can should be the focal point of your content marketing strategy.
When you start blogging seriously, it’s important to find a regular schedule that works for you and stick to it. Putting out a blog a week is better than publishing eight blogs in a single day and then nothing for two months, everything else being equal.
This is for two main reasons. First, blogging regularly helps to build trust in your audience. When your readers can expect new content like clockwork, that makes you reliable on top of informative and original. Second, regular updates keep your site relevant to search engine crawlers, helping out with SEO.
But remember, quality over quantity. Don’t commit yourself to a schedule that's more demanding than you can handle. The quality of your posts will suffer and you could end up sabotaging your entire strategy.
Promote Your Content
A great blog post is nothing if no one reads it. Take the time to promote your blog posts on social media and in email blasts at the very least. This will help to attract new readers and keep your regular audience engaged.
That, along with each of blogging’s other benefits, is all but guaranteed to help your site bring in more and better leads.
Writing copy is my passion, but I’m also happy as a clam designing inbound elements and troubleshooting my clients' toughest technical questions. (Google is my BFF!) I have an eye for details, a head for strategy and I truly believe that if you can’t laugh about it, what’s the point?