There’s no way around it. Corporate blogging has a well-earned place in digital marketing strategy, and is one of the most effective ways to grab the attention of customers and build credibility for your brand.
Some businesses are still figuring out how to get more from blogging, but when consistently cultivated and mapped to larger business objectives, the benefits of corporate blogging are hard to ignore.
10 Stats on the Awesome Power of Corporate Blogging by @creativekatrina
Keep in mind, good corporate blogging isn’t posting once a month about the achievements of your business.
Real value derives from a consistent publishing schedule that covers topics of interest to potential customers, offers insight and education, and keeps people engaged with your brand. When fed with fresh and relevant content, blogs give people a reason to trust a business, learn about its values, and lay the groundwork for future purchase decisions.
But don’t let me sway you. Here are 10 stats that highlight why blogs are extremely valuable for business.
1. Brands that create 15 blog posts per month average 1,200 new leads per month. (TWEET THIS)
Original content is a major lead driver, and corporate blogging offers plenty of opportunities to attract the hungry minds of potential customers. Blog content can include videos, infographics, infoGIFs, written text, podcasts, or a combination of media types. And there are lots of different formats to play around with. The important part is creating something useful, engaging, and “share-worthy” to your audience.
2. Blogs give websites 434% more indexed pages and 97% more indexed links. (TWEET THIS)
If you want to rank for certain keywords or be seen as an industry thought leader, blogging helps with both goals. The more frequently a business blogs, the more “findable” the site becomes for specific topics and queries. Publishing quality posts means you’re providing content worth linking to and sharing, which signals value to search engines and helps you rank higher. And by keeping SEO in mind, you’re helping search engines categorize and index your content so they can serve it up to interested users.
3. Blogs on company sites result in 55% more visitors. (TWEET THIS)
The first step to building a relationship with a buyer is earning their attention. Well, corporate blogging helps businesses do just that. Aside from the reasons already listed, blogs drive traffic for your company without spending a lot of money. If you can leverage the knowledge of the people within your business and create content from those resources, you are generating marketable content without spending big marketing dollars.
4. Companies with blogs get 97% more inbound links. (TWEET THIS)
Providing clear, useful information on a blog turns it into a reliable resource that others actually want to link back to from their websites. While inbound links aren’t always the biggest goal for a corporate blog, it does help increase web traffic organically—and it’s free! It also shows that potential customers think a brand is “link-worthy” and that they appreciate your position is a thought leader.
Keep in mind that blog posts incorporating video attract 3X as many inbound links as blog posts without video, and posts with all three media types (videos, images, and lists) will attract almost 6X more ILDs than a plain text post.
5. Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online. (TWEET THIS)
People spend a lot time online, so why not give them a reason to allocate some browsing to your blog? Combining a social media strategy to support and promote a blog is a key factor in helping drive traffic to it. Great, engaging content is another.
Which leads to the next stat on corporate blogging…
6. Interesting content is a top 3 reason people follow brands on social media. (TWEET THIS)
Offering content on the blog that instantly grabs people’s attention or gives them something to “chew on” makes a blog worth reading. Posting content that is entertaining, topical, educational, and caters to your niche is the best way to keep things interesting and on point. However, keep in mind that shock-value is short-lived as a traffic generator, so create a solid content strategy that will support long-term benefits.
7. Of consumers who said they have a relationship with a brand, 64% cited shared values as the primary reason. Only 13% cited frequent interactions with the brand as a reason. (TWEET THIS)
When developing your blog strategy, it’s important to identify your company’s mission, focus on content that’s aligned with that mission, and tap into the values of your target audience. Emotion trumps reason in a purchase decisions, especially when it comes to the personal value a business can provide to a customer. By understanding and speaking to the personal, your blog will help you come out above the competition.
8. B2B companies that blog generate 67% more leads per month than those that do not blog. (TWEET THIS)
If you think ignoring your blog is still an option, think again. You are losing potential leads to any competition that does blog, and passing over significant opportunities to demonstrate expertise. Use your corporate blog to attract the right buyers to your brand, provide better information than your competitors, and convert visitors into leads.
9. Articles with images get 94% more views. (TWEET THIS)
As the stat above shows, images in blogging have been shown to attract more views and, when paired with text, visuals even improve learning. Clear, well-crafted, relevant images are a key part of standing out in the corporate crowd and help pump up organic SEO. People want to follow the “eye-candy” but they also want substance—so use images that support the main idea of the blog post.
10. 68% of marketers are planning to increase blogging activity. (TWEET THIS)
Here’s one of the most important reasons for businesses to get blogging—it’s a real area of growth across all markets. Corporate blogging is a key aspect of social media outreach, a proven way for companies to attract and convert leads, and impact the bottom line of their business. So if you’re not on the blogging train, you can’t stop it from carrying customers to the competition.
As you look ahead to improving your marketing strategy, consider the power of the corporate blog. It can serve as a content hub for your organization, and attract the eyes and trust of your target audience.
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