Back before the advent of Social Media, blogs and blogging was the hottest thing online.
Blogs became increasingly mainstream in the early 2000’s and played multiple roles as news service and dissemination, source of in-depth analysis, as well as entertainment. It also became an effective business tool used by companies to grow their audience online and build communities around their brand.
The modern blog evolved from the online diary, much like a normal diary where one would keep a running account of daily happenings in their lives. One of the earliest blogs was the Daily Net News maintained by the Australian Netguide Magazine on their website as far back as 1996. Blogging started gaining popularity in 1999 with the rise of hosted blog tools such as Open Diary, LiveJournal, and Blogger (which was later purchased by Google in February 2003).
Despite the rise of social media and the prevalence of online advertising, blogging remains as one of the more effective ways of finding, engaging, and growing an audience. If anything else the interaction between consumer and brand tends to be more intimate and friendly on a blog (depending on your marketer’s people skills of course).
Now consider the following statistics about online advertising:
• Click through rates are 0.1%
• 8% of internet users account for 85% of clicks
• Up to 50% of clicks on mobile banner ads are accidental
Not only that but more than 70% of business with Facebook pages have seen their organic reach decline more than 30% in 2013-2014 because of Facebook’s new algorithm.
Modern day business blogging is now more commonly seen as the ‘news’ tab on a business website. So why should your business blog?
Blogging give you a certain measure of control
While online advertising and organic social media reach has steadily declined over time because of over saturation, blogs continue to be a more viable method in terms of attracting and retaining an audience. It is limited only by your industriousness, the quality of your content you publish, and how often you post a new article.
Blogging helps drive traffic to your site
Google love new content and having a blog on your website ensures that you have a steady stream of content being delivered, depending on your publishing schedule. If you’re publishing regularly with content relevant to your audience, Google is more likely to drive people to your website than to other sites with no new articles.
Blogging can help generate leads
Once you’ve attracted a fair number of people to your site through blogging, it’s not going to be too much of a stretch to convert those pageviews to sales since (if they’re already there reading the articles) it’s probably safe to assume they’re already interested and willing to listen to what you can offer them in terms of service or business.
Blogging has long term results
Once a campaign has ended it has very little use to your business (unless you’re planning to run the same campaign again). A blog however, especially if it has well-written and engaging articles, continues to contribute to your site’s SEO and retain it’s potential to reach a new audience by being found by search engines and shared in social media.
CLEAR provides customised outsourcing solutions for small to medium sized businesses in Australia, including blogging. We can also provide graphics, photographs, and other visual aids to enhance each article and help it reach as wide an audience as possible either through organic means or through a boosted campaign
Contact CLEAR today to discuss your blogging needs. Email us at firstname.lastname@example.org. If you’re in Australia, you can reach us at 1300 300 269.