Why is it important to have a blog on your website?

Many companies feel that they don't need a blog on their website. Others think that a blog will only be useful for announcing new offers or explaining in detail a very specific service about their business. However, it turns out that creating a blog adds real value to your content strategy. It is even a very powerful marketing tool. When well designed, a blog increases its notoriety and increase traffic to your website. However, to do this you need to follow a few very specific rules and, above all, write articles with high added value. In this article, we explain how a well-executed blog strategy can be an effective tool for your content marketing strategy and help your business to survive.

Content Marketing

The way of using the Internet has greatly evolved in recent years, and content marketing is positioned as an essential strategy to stand out. Did you know that 94 % Internet users share a blog postBecause they think it will be more useful to others? So it's pretty hard to do without. By writing quality articles that are relevant to your target audience, a blog strategy can mark a real turning point in the development of your online business.

Content marketing, what is it?

Content marketing is a technique often used to complement online advertising or a social media strategy. In simple terms, it involves writing content on subjects related to your business, bringing your expertise to bear and at the same time offering valuable information to a very specific audience. The main aim of content marketing with the creation of a blog is to improve brand awareness by positioning yourself as an expert in your field of activity.

Why is content marketing essential?

Digital technology is now an integral part of our daily lives. Any company that wants to prosper should have a website, because the web is the best way to promote itself. And if you want to grow quickly and continue to satisfy your customers, you need to be constantly adapting to the latest trends so that you can stay at the forefront when people need your services. We're talking about blogs, but content marketing encompasses other tools that are just as relevant: video, e-mail, social networks and podcasts. What differentiates content marketing from traditional advertising is the ease with which you can make any content unique. It's all about offering valuable content to your customers, with the aim of building loyalty.

How to start a content marketing strategy?

As with any other strategy, it's time to take the plunge.First of all, ask yourself what your objectives are. You'll need to study your target audience in detail and think about how they would like to receive content with high added value. Also, what kind of needs can you meet with this content? If you realise that your target audience spends most of their time on social networks, it would be a good idea to invest in an appropriate social media strategy. For example, if your target audience spends most of their time on YouTube, video content marketing could be a good strategy for your company to invest in. But if that's still a bit unclear, a blog strategy is a great way to start reaching your audience. In fact, a blog can be very effective and dramatically boost traffic to your website.

The benefits of having a blog for your business

Now that you're convinced of the potential of content marketing, let us show you how effective a blogging strategy can be.

Increase traffic to your website

If there is one advantage that should not be overlooked, it is this one. If you do a suitable watch and you offer blog articles that correspond to the questions your audience is asking, you have won everything and your blog will be even more qualitative. Thus, it will generate a considerable number of clicks, your position in the SERPs will only be optimized and you will attract more and more Internet users to your website. Don't forget, to be visible on search engines, in addition to offering qualitative content, you must optimize your writing with relevant keywords. Then do an analysis of the terms with high search volume, which obviously correspond to the subject of your article.

Create a bond of trust with your target

If you offer quality content that responds to a problem expressed by your audience, you'll be able to establish a degree of trust with them. You will be seen as an expert in your field and your credibility will be strengthened. If your users find answers, positive feelings about your brand will develop among your customers, and you'll see a loyal clientele form around your company. Quality content strengthens the bond of trust between you and your readers. A well-constructed blog strategy will help you develop brand awareness and strengthen your relationship with your visitors. When you deliver value, customers tend to develop a high level of trust in your brand, and you'll see your conversion rate rise rapidly.

Increase your conversions

Establishing this bond of trust is therefore a real advantage for your company. Indeed, when a customer trusts a brand, he is more inclined to give money where he thinks it is relevant. Therefore, a blog strategy is the best way to generate leads and see your conversion rate boosted considerably.

Recycle its content

Finally, having a blog also means you can reuse your content ad infinitum. This means you can deploy your content marketing strategy and reach a wider target audience using a variety of communication channels. Take a look at this example: We publish a blog article to explain the relevance of SEA and its best practices. Traffic is increasing and the bounce rate is gradually decreasing. So why not recycle this content through another channel? Nothing's easier ! You already master the subject, it is simply a question of adapting it to another medium. For this article, we decided to make it a post for our LinkedIn page. But we could also have made it a YouTube video as a tutorial, created an Instagram Reel or even written a white paper. A little creativity and you're done!

Our tips for quality blog posts

Now you know why a blog is an essential practice for your marketing strategy. Don't worry, we won't leave you without giving you some advice for quality content.

1. Don't try to sell something

We insist, but a blog post should not be used to sell. Your users should not feel that you are delivering content to encourage them to buy your services or products. Moreover, if they are looking for articles, it is surely because they wish to be able to find the solution to their problem without having to spend money. By meeting their needs, you will subtly mark their minds in the long term, and that is when they will be more likely to make the purchase.

2. Don't talk about yourself all the time.

Of course, talking about your brand is essential when you want to sell your services. However, don't make it the focus of your whole article. For example, you can talk about it to illustrate a point. This is what we have done above in this article. If you put too much emphasis on your brand in your writing, the reader can quickly become discouraged because the content does not provide answers and seems to only benefit your business. Remember, an article must meet a need, your notoriety will only be greater!

3. Simplify your remarks

If your readers have a positive experience reading your articles, they will feel directly connected to your brand. To do this, talk to them directly. Make your content easy to read and keep business language as simple as possible by giving them direct answers.

4. Create an editorial calendar.

For a successful blog strategy, you have to know how to organize yourself. An editorial calendar is then the ideal solution. It allows you to organize your content by establishing the consistency necessary for the success of your blog. Indeed, it will be easier to organize your ideas there and to have a permanent view of the deadlines to be met.

How to promote your blog?

You know how to build your blog, the next step is to establish a strategy to make it known to your audience. And as always, we give you our good advice.

Don't overdo it!

Start by talking about your blog on your social networks. Logically, you already have a loyal community that will relay your content more easily. However, do not force publicity and let your target come to you. Focus on the quality of your social posts and the engagement of your audience. Don't try to advertise your blog bombastic, this could put off potential prospects who will think that you are desperate to sell them something. Just make people want to read your blog. Are you a little hesitant about writing your posts? Check out our article on copywriting techniquesand you'll see that with simple posts, you'll get great results in the long term. Write content for the benefit of your readers, and the statistics will follow. If you write content with the sole aim of increasing your traffic, your target audience won't interact with you.

Take your blog to the next level

You have a blog and you want to make it a strength of your digital strategy. Here are some tips to make your blog a powerful marketing tool for your strategy.

SEO

Natural referencing is a well-known technique for optimizing your position in search engine results. By applying this method to your blog posts, you will definitely improve your SEO organically and you will gradually get better rankings on the SERPs. Do you have doubts about SEO performance? Geekworkers enlightens you in This article!

Dress up your article with images

We have explained it to you, your article must be pleasant to read. Would you read a 3,000 word article with no graphic content to rest your gaze on? There is a good chance that this is not the case. Images, infographics or videos, add a touch of design to your content to encourage your readers to read the article to the end.

Do netlinking

Netlinking is an essential practice for natural referencing. Include links to authority sites (external links) and add links to other sources on your website. For example, put a link to one of your service pages. This reinforces your credibility with your readership, but also with Google robots who will see your content as qualitative and relevant for your Internet users.

The blog for your success

As you will have realised, a blog strategy is a considerable advantage when it comes to developing your business. Increasing your brand awareness, optimising your conversion rate and strengthening your credibility are all success factors that a blog strategy can offer your business. Don't know how to set up your blog? Entrust your project to the Geekworkers experts!