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<\/div>\n Blogging is often just seen as something that needs to be done without any greater understanding of the purpose of that activity. People know it\u2019s something successful websites do, but the why<\/em> is missing from the equation.<\/p>\n When you don\u2019t know the why, it\u2019s all too easy to consign the task to the bottom of the to-do list. From a client perspective, it\u2019s equally easy to see the time being spent on blogging as a waste of resources that could be better spent elsewhere.<\/p>\n Let\u2019s talk about the why in that above equation. The reason why I\u2019m writing this blog for our website and the reason you should be thinking about what someone is going to write for yours.<\/p>\n There are a huge number of reasons you should be blogging, but to keep things simple I\u2019m going to keep it to 5. Here they are:<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n Let\u2019s take a quick look at why each of these is beneficial, and therefore important to your website.<\/p>\n The regularity with which new content<\/a> is added to your website is an important factor when it comes to how both users and search engines regard your website.<\/p>\n Neither your target audience nor Google want to look at a website that hasn\u2019t been updated in the last 6 months. Constantly updating your static content \u2013 e.g. your service or product pages \u2013 is just as much of a headache as it sounds like.<\/p>\n However, getting members of your team to share the opinions on industry events and respond to recent developments in your sector? Much easier.<\/p>\n It\u2019s true that the organic landscape is becoming a tougher and tougher place in which to get seen. For the big volume search terms, paid ads are taking up more and more space, and therefore taking more and more of the clicks.<\/p>\n However, where paid is far less likely to force you out is on longer search terms. Competing for organic clicks on the keyword \u2018SEO copywriting\u2019 might be a tough ask. However, if you can write something thought leading that tackles a more specific search – \u201cwhat are the SEO benefits of blogging\u201d for example \u2013 then you’re more likely to be able to get yourself seen in the organic listings.<\/p>\n There are trillions of searches on Google every year. In fact, 15 percent<\/a> of searches we see every day are new \u2014 which means there\u2019s always more work for us to do to present people with the best answers to their queries from a wide variety of legitimate sources.<\/p><\/blockquote>\n The great thing about blogs is that they let you directly engage with user queries and questions that might not otherwise have a home on your website.<\/p>\n Whether those questions come from keyword research, or directly from your prospective customers \u2013 perhaps via your sales department or other customer facing parts of your business \u2013 they represent an opportunity not only to expand the kinds of search terms your website can appear for, but also to offer your users something truly valuable \u2013 answers to their questions.<\/p>\n No matter how interesting or exciting your service or product pages might be, or how may fascinating tidbits about your business\u2019 history are on your about us page, it\u2019s unlikely that many people are going to link to that kind of content.<\/p>\n What people will link to is something current and something they have an opinion on \u2013 whether that\u2019s something they agree with or not!<\/p>\n Now there are all sorts of strategies around writing content specifically designed to attract links. You may have heard the term \u2018linkbait\u2019 thrown around in content marketing circles. That\u2019s something that\u2019s worth thinking about in the long term, but not the place to start \u2013 just start by producing interesting, insightful and opinion driven content. That should start to attract some links. Further down the line, you can look at creating blogs explicitly for that purpose.<\/p>\n How do you make your social media accounts an interesting place to be? How do you make them worth your users\u2019 time and why should they bother following them?<\/p>\n Sharing your own high-quality blogs may not be the only thing you should be doing on social media, but it certainly gives you something interesting and unique to talk about.<\/p>\n What\u2019s more, you can use social to garner users feedback on your blogs and get a better understanding of which articles draw the most attention from your userbase. This can then inform the kinds of articles you write in future.<\/p>\n Then don\u2019t call it a blog. It\u2019s as simple as that. Blogging in this context is a strand of content activity, rather than what that section of your website needs to be called.<\/p>\n Call it something that fits with your brand\u2019s tone of voice. Or better still, call it something that is going to resonate with your target audience and the kind of information they\u2019re looking for.<\/p>\n That could mean calling your blog something that relates to discussion like \u2018Opinions\u2019 or \u2018Advice Centre\u2019, or something more empirical like \u2018Articles\u2019 or \u2018Research\u2019. But don\u2019t fixate on the name and certainly don\u2019t turn it into a reason not to \u2018blog\u2019.<\/p>\n Yes, naming and signposting are both important. But what\u2019s more important is understanding why regular, interesting content is vital to your website\u2019s success \u2013 and assigning the necessary resource to make sure you get it done.<\/p>\n Blogging \u2013 whatever you call it \u2013 is an important part of your overall content marketing strategy<\/a>. However, it\u2019s only one part of a greater whole.<\/p>\n If you\u2019d like to find out more about content strategy, then download our free guide \u2013 The Essential Guide to Content Marketing<\/a>.<\/p>\n When I sat down to write a blog today, I\u2019ll be honest\u2026 I was struggling for ideas. As is often the case when confronted by a blank page, I started…<\/p>\n","protected":false},"author":22,"featured_media":2829,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"related_service":[45],"related_industry":[],"class_list":["post-2828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"card":"What blogging does for your website<\/h2>\n
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1 \u2013 Adds regular new content to your website<\/h2>\n
2 \u2013 Allows you to rank for long-tail keywords<\/h2>\n
3 \u2013 Directly engages with user interests and questions<\/h2>\n
4 \u2013 Attracts links from other websites<\/h2>\n
5 \u2013 Fuels your organic social media activity<\/h2>\n
\u201cBut \u2018blog\u2019 is too unprofessional for our brand\u201d<\/h2>\n
Find out more about what goes into a successful content marketing strategy<\/h2>\n
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