A blog is a common feature of many modern websites. Whether writing about industry news, sharing best practices or updating customers on what’s been happening in the company, blogs can be used for a publishing a wide range of content.

Blogs need to be updated regularly with value-adding content. This can be quite a task, especially if you don’t have an abundance of time on your hands to get it done. Therefore, many small businesses are often left wondering whether it is worth having a blog at all.

The advantages of writing a blog

Blogging is a great way to create regular fresh content. Perfect for boosting your SEO. But a blog has more benefits than just increasing your Google ranking.

1. Increase organic traffic to your website

As we’ve just mentioned, by posting regular content you will be easier to find on Google. Therefore, creating opportunities to attract new customers. Did you know, for example, just 2 blog posts a month can boost B2B leads by 70%?

The more fresh content you upload to your website, the more brownie points you will score with Google’s little Internet-crawling spiders. Happy spiders mean more visibility for your site.

Equally, the fact that there is physically more content to find means you are more likely to be found. Especially when it comes to long-tail search queries – those where the query is more specific.

Research suggests that B2B businesses with 16+ posts a month get the most leads. If you have the time and resources to accommodate this then great! But we think this seems quite ambitious for smaller companies. Remember, you need to keep content consistently valuable. A couple of times a month is a good target to aim for. Think quality over quantity.

2. Strengthens your authority in your industry

Writing thoughtful articles on appropriate topics helps to highlight yourself as an expert in your field. It will encourage people to see your company as trustworthy. In time, you could become the go-to resource for whatever it is you specialise in.

3. Humanises your brand

The personality of your brand is really important. It is what makes you different from your competitors. Having a brand personality that matches yours will make sure that you attract your ideal customers.

Having a blog is perfect for getting your brand personality across. It allows you to talk about topics and issues important to your business in a way that your customers will understand. Whether that is in full technical detail, or simplifying a subject down for a wider audience.

4. Perfect content for sharing

It goes without saying that social media forms an important part of the marketing strategy for most modern businesses. It can be hard to regularly come up with engaging content. This is where your blog comes in. Share it on your social media channels and reach an even wider audience.

In doing so, you will increase your brand awareness too. Which can only be a good thing!

By writing engaging articles you may spark conversations with your followers. This helps to build solid relationships and loyal customers.

Do you have a company newsletter? Great! Share your articles in your newsletter too. Make sure no one misses the opportunity to appreciate your efforts.

5. Shows you are open for business

If you are actively writing blog posts and publishing them on your website you are essentially saying ‘hey, we’re open for business!’

Think about it. If you visit a blog and they haven’t posted in a few months, or even a year, what is your reaction? You’ll probably wonder if they are still trading and then move on to someone else.

If you have started a blog and are not updating it regularly, we recommend removing it. Otherwise people may move on from your website too.

So, is it worth having a blog on your company website?

The simple answer? Yes, absolutely. The benefits you can reap from writing, and maintaining, a company blog are huge.

If you don’t think you still have time to write a blog, there is a solution. There is always the option to outsource your content creation.

Just remember, it is not worth having a blog if you’re not going to maintain it.

Work out if you think it will be beneficial to you and your business. Then have fun writing, researching and sharing your articles. You never know, you just might learn something!