There are over 500 million blogs in the world, including personal and corporate blogs. About six million blog posts come out every day, and about three billion people read them. Based on this data, each blog post has an average audience of 500 people.
Blogs have changed a lot since the first one came out in 1994. Back then blogs were mostly stories about people’s daily lives, but they gradually turned into storehouses of useful and even essential information. Blog posts are cited and shared as primary sources. If you’re looking to learn more about something that interests you, the first thing you do is go to a search engine and see what’s out there. Eight times out of ten, that search engine will send you to a blog. Does your company have a blog?
Some statistics about blogs
According to research from the Content Marketing Institute, 96% of the most successful content marketers agree that their audience views their organization as a credible and trusted resource.
Hubspot says that marketers who prioritize blogging efforts are 13 times more likely to see a positive ROI. The service is also convinced that blogs remain one of the most frequently shared types of content. That’s something to think about!
According to the Neil Patel Agency, blogs generate an average of 60–62% of a website’s search traffic, and this amount is increasing.
Our company has been blogging on the popular IT resource since 2012. The blog already has over 250 posts in ten different subjects and has gathered over six million views, five thousand comments, and almost 30 thousand bookmarks — that’s an average of 20 thousand views, 20 comments, and 100 bookmarks per post. And these figures are constantly growing.
All this data tells us that high-quality, interesting content that you can share in your blog can become one of the most significant resources for attracting potential customers. For most successful companies, blogging is just a natural thing, like updating a product catalog or a list of services. The budget for content creation is included in the monthly marketing budget, and the issue of its appropriateness is entirely moot.
Benefits of blogging
Who benefits from a blog, your company or your customers?
- First of all, you need a blog to promote yourself as an expert in your field. Customers prefer companies that demonstrate absolute competence.
- 2. This is an opportunity to give your customer something for free, which will generate trust and promote a friendly relationship. People who get something are always more likely to give something in return, and the “something” they give could be an order for your product or service.
- A purely technical advantage: search engines “prefer” resources that are frequently updated, and the easiest way to do this is with a blog.
- According to some reports, most search engine users focus on organic results and ignore advertising content.
- A blog increases the quotability of your resource and provides additional external links, which is good for your website’s ranking in search results.
- Users spend more time reading an article they are interested in than pages describing a product or service, which positively affects the behavioral factors of your website.
Converting blog readers in customers
The advantages of blogging are obvious. However, many companies still avoid it, considering it a time-consuming task or even a waste of time. Other organizations just don’t understand what to do with the readers attracted by a blog or how to convert them into customers. The facts listed above could convince skeptics that blogging is one of the most effective channels for attracting potential customers and is therefore worth spending money on. But for those who don’t know what to do with all this new traffic, here are a few tips:
- Your content should be genuinely interesting, with a dash of humor where appropriate, and it should generate an atmosphere of trust. It should be useful and clearly contain the answer to the customer’s request. And, of course, don’t forget to add a call to action at the end so the text doesn’t remain just a text.
- Use email marketing, social media, and messengers to turn ordinary readers into customers. Build a database of your readers’ addresses and use it wisely. By the way, email marketing is one of the most effective ways to sell things nowadays — and no, we’re not talking about spam.
- Run promotions and special offers — readers love them. In addition, limited-time offers give customers an additional incentive to take advantage of your offer right now.
- The reader should be able to navigate your website and place an order with ease. Believe it or not, most people leave a website because they just don’t understand how to place an order. Your site should be user-friendly, but not beat your users over the head with your services.
- Translate content into other languages that are strategically important to you. If you want to sell, say, baths in Italy, having content only in English isn’t enough. Localizing product and marketing materials is the cheapest and most effective way to promote your brand.
- Analyze it. Identify indicators that are important to you, set up an analytics system, and track results. Find out which articles users like and which they don’t. Know which of them lead to purchases and which lead to subscriptions. Adjust your strategy as needed.
Blogs and investments
Traditional marketing tools don’t always work, but useful and necessary information will always be in demand. Therefore, by spending money on a corporate blog, you’re investing in your business.
Needless to say, blogging isn’t easy. It needs to be taken seriously, and the effects might not be felt right away. However, countless examples and worldwide experience show that if you entrust it to a professional team, the results will be positive and lasting.
If you’re thinking about content promotion, please contact us! At Alconost, we specialize in content promotion, strategy development, and planning, and we write all kinds of articles, including corporate blog posts, multilingual promotions, and lots of other content that can help you take your business to the next level.