Blogging has become a popular marketing tactic, with over 75% of B2B marketers utilizing it. While blogging can increase qualitative measures such as thought leadership and industry influence, there are also quantifiable metrics that increase after adding a blog to your website. Here are four of them:
Blogging Benefit #1: Inbound Links
One of the most important aspects of search ranking algorithms is the number of inbound links to your domain, particularly those from top-tier websites. The more content you have on your website, the more opportunity others have to find and link to it. According to data from Hubspot, websites with blogs have 434% more indexed pages and 97% more indexed links than websites without blogs.
Blogging Benefit #2: Search Engine Ranking
Since blogging introduces new, fresh content to your site regularly, this signals to Google and other search engines that your website content is up-to-date and relevant. This, in turn, pushes your content higher in the search results for relevant terms. It is important to note that quality of your content is more important than quantity, so if you only have the bandwidth or resources to produce one quality blog post every other week that is better than mass-producing generic blog posts every day.
Blogging Benefit #3: Website Traffic
When you have built more inbound links and higher search rankings, it is almost a sure bet that the traffic to your website will increase. Specifically, Hubspot found that companies that blog 15 or more times a month receive five times more traffic than companies that do not blog.
Blogging Benefit #4: More Leads
Blogging can also create a positive effect in terms of generating more leads. Companies tend to look to longer-form content pieces to drive leads, when blogs can serve a role in this purpose as well. Indeed, a study by Demand Gen Report found that 59% of B2B buyers used a blog post to research a purchasing decision in the past 12 months. By utilizing features such as short forms or other calls-to-action, you can convert these blog visitors into leads. Not only can blogging help to generate more leads, these leads generally cost less than leads derived from other marketing tactics.
As you can see, there are many benefits to adding a blog to your website and regularly publishing quality posts. By integrating this tactic into your overall marketing strategy, you will be able to see results that not only improve your website metrics, but also the number of leads and amount of revenue generated.