Our blog

Right now, you’re reading a company blog. It may even be the thing that brought you to this site. If that’s the case, our blog has done its job. Is your blog doing its job?
If you don’t currently have a blog, you’re not alone. Only 22% of Fortune 500 companies have a public-facing blog. However, 86% of Inc. 500 companies now say they consider blogging to be a successful social media marketing tactic. Why maintain a blog?  For starters, you can broaden your sphere of potential clients while giving them more opportunities to get to know your company. Hopefully they’ll like what they see. Luckily, this seems to be the trend: 57% of businesses have acquired a customer through their company blog.

In addition, businesses with blogs generate 55% more web traffic than those without blogs. Where is all of this traffic coming from? Blogs have a secret weapon: they generate inbound links + fresh content, making them great for SEO.

Blog copy is compelling by nature, making it more likely to be shared. Studies have found that companies with blogs have 97% more inbound links than companies without them. Higher numbers of legitimate inbound links add to search engine trust, bumping the entire website higher in search results. In addition, since blogs are regularly updated, they also provide great fodder for search engine spiders looking to index new pages.

Then why not have a blog?

A caveat - if you’re not going to be putting useful content in your blog, then there’s no point in setting one up. Any SEO boost is going to be negated by aggravated customers arriving on a page of spam. If you’re only using a blog as another method of SEO, there are, less time-consuming ways of boosting your rankings.

Likewise, don’t abandon your customers! Blogs require consistent updating. Fortune 100 companies with blogs post 7 times a month on average. You may prefer once per day or week. Regardless, establish a baseline and don’t let your posting frequency fall below it... If you can’t commit to regularly blogging then don’t start one.

Recommendations

• Consider your audience. Try not to use acronyms or jargon or that is too technical without some explanation.
• Use a friendly tone. Blogs are a great chance to connect with readers on a personal level.
• Keep it short and sweet. Readers have a short attention span, so keep it short and sweet. Best practices recommend posts of between 300-500 words, with plenty of visual spacing.

Maintaining a blog isn’t difficult. It does take effort, but the benefits are excellent. It provides an opportunity for customers and potential customers to connect with your company, and search engine spiders love the fresh content being churned out by an active blog. If you’re up to the challenge, you’ll likely reap the benefits for years to come.