As a business, it is necessary, but often difficult, to always be on the lookout for trends and adapt to a constantly evolving digital landscape. One of the aspects of marketing that has remained constant in recent years, but whose strategy has changed a lot, is blogging. Blogging is an essential element For any business. But the question that we are always asked is as follows: “Why does my business need a blog?” »». It is this question that we will answer in this article… of blog!

What are the advantages of investing in blog articles?

Here is the question we will try to answer in this article.

1. Blogging increases traffic on your website

Lift your hand if you want more visitors to your website. Yes ? Like all of us, I think!

Now think about how people find your website:

  • They could type your name directly in their browser, but it is for an audience that already knows you. They know who you are, you are on their radar, and that does not help you get more traffic in addition to the one you already get.
  • You could pay for traffic by buying a list of emails, communicating with and hoping that some people open them and click on it.
  • You could pay for traffic by placing tons of paid advertisements, which is not illegal but is still expensive.

So, how can you attract new traffic or new readers to your site? You can do it By creating blog articles And by optimizing your site for search engines. Here's how it works:

Think of the number of pages there are on your website, and think about the frequency you update these pages. Probably not very often, isn't it? Well, blogging is a great way to solve these two problems.

Whenever you create and Publish an article From blog, this is one more indexed page on your website, which means one more opportunity for you to appear on the search engine page (SERP). So you generate traffic Towards your website through organic research, quite simply.

2. Blogging strengthens authority and confidence

Blogging is an important and visible way to show your knowledge of your products, your niche and your sector. When a user wants to buy a product and has the choice between you and a competitor, which one will he choose? All other things being equal, he will choose the brand he finds the most trustworthy.

A blog is difficult to “maintain”. This means that having one is a sign of the efforts you devote to your business. If you do not have a blog (or if your blog is of poor quality or uses plagiarized content), this is a sign that your business may not be trustworthy. Customers want to shop from brands they can trust.

3. Take advantage of real and proven results

How your posts on social networks translate into prospects, sales, etc. ? It is true that the content of the networks contributes to your global marketing efforts. But do you see results? If not, blogging can be a solution to add to your content marketing.

While companies find it difficult to quantify the results of the social media marketing, studies continue to prove that blogging works. So let's focus on two important parameters: traffic and conversion. These statistics speak for themselves.

How does blogging affect traffic?
  • On average, a company that “blog” generates 55 % more visitors on its website, 97 % more incoming links and 434 % of more indexed pages.
  • Companies that hold a blog receive 55 % of more visitors on their website.
  • B2B companies that write an article more than 4 times a week record the highest increase in traffic and prospects.
  • As soon as a site has more than 300 pages indexed, the traffic generation increases by 236 %. Blog articles considerably increase the number of indexed pages of a site.
How do blogs affect conversion?
  • 57 % of companies with a blog have acquired A customer from their blog.
  • 92 % of companies Who blogs several times a day have acquired a customer thanks to this.

It's simple: the more blogs, the better your results. Although writing one article per week is the standard for many companies, research shows that a larger number of items leads to an increase in traffic And prospects.

We mentioned it briefly but, yes, have a blog is a crucial element in the Backlinks creation. Backlinks are among the 200 factors Taken into account by Google algorithm to classify a site on its results page. Many experts and business owners also believe that backlinks are the third most crucial factor in optimizing search engines.

Although the generation of incoming links is essential, 41 % of SEO experts claim that the Links creation is the most difficult part of optimization research.

When you Create articles, Who are not only useful to your potential customers but also to other companies that your audience considers leaders, it is easier to obtain relevant links.

Links to Authority websites constitute a vote of trust or a recommendation from other websites. They tell Google that you are trustworthy and that you are an expert in your sector.

Another advantage of the backlinks is they help you strengthen the authority of your fieldwhich helps to improve your visibility global in search engines.

5) Reuse the content of your blog in multiple content marketing opportunities

Write an article but reuse it! Articles of Your blog are perfect for being reassigned to other platforms. You can obviously use them to write posts on social networks, But not only:

  • In a video,
  • A podcast,
  • An e-book,
  • A webinar,
  • A case study, etc.

Reuse of Contents of your blog does not work as well for articles from 300 to 500 words. You will have to spend more time on your writing efforts if you want to develop content that is a real engine on other platforms.

But the game is worth the candle! Articles from 1,100 to 2,100 words Get better results in research and on social networks. Just look at a blog like that of Neil Patel, whose articles are very developed, to notice.

Writing longer and more complete items is also better use of your time, because it is a lot easier to transform well documented and detailed articles into other formats.

You often hear that the time of Internet users is precious and that they do not necessarily have time to read everything. It may be true, but the measures relating to longer articles justify investment in more extensive content if you want to get better results.

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