The Internet is constantly changing, becoming more and more flooded with content. It’s also a more visual place than it ever was. When blogging for businesses was first developed as a concept, the Internet looked almost nothing like it does today. For this reason, many people are left wondering, is blogging for businesses still relevant in 2018? The short answer here is yes. The Internet has changed significantly over time and, as a result, the blogging process has changed along with it. With the right strategy, blogging can bring your business more success in 2018.

Why Do Businesses Blog?

The two main reasons that businesses blog are for SEO purposes and to educate consumers. When businesses blog, they will be able to cover more search terms than businesses that don’t blog, allowing for more chances to end up in potential customers’ search results. Additionally, blogging leads to a higher rank on Google, which will lead to more traffic to your website. Businesses also blog to educate consumers. A blog provides the opportunity to answer common questions your customers and potential customers might have. You can become a resource for potential customers and demonstrate your leadership in your industry. Additionally, writing a blog will build trust in your brand.

How Has Blogging Changed?

Because user behavior, search algorithms, and the general landscape of the Internet have all changed, the way businesses blog has changed as well. These changes are essential to remain relevant in 2018. Blog posts have become longer and more educational, focused on creating quality, educational content rather than pumping out as many posts as possible. Because search algorithms have shifted away from focusing on keywords, blogging no longer focuses on keyword stuffing. Successful bloggers in 2018 focus on creating high quality content that provides valuable information, rather than pumping out a high volume of content stuffed with keywords.

Is Blogging Still Relevant?

The old way of blogging is no longer relevant, but for businesses who have made the important changes listed above, blogging is still very relevant in today’s Internet landscape. In fact, SEO leads have a 14.6% close rate, compared to a 1.7% close rate for outbound marketing leads. Additionally, the majority of people conduct research about a potential purchase before ever contacting a brand. In fact, 82% of smartphone users consult their phones on purchases they’re about to make in a store. For these reasons, it’s important to reach potential customers during their research stage.

Despite the importance of blogging, you should make blogging one of the many strategies you’re using for Internet marketing. In addition to blog posts, you should be creating special content just for social media that is shorter and more visually focused. What’s successful for SEO purposes is not necessary what’s most successful on social media. Creating the best content for each marketing platform is essential to a well-rounded, successful digital marketing strategy.

Do People Actually Read Blogs?

You might be asking yourself, who even reads the blogs that businesses create? The answer is simple: customers and potential customers. When people conduct research before making a purchase, they will read blogs that answer the questions they might have and provide any relevant information. However, 43% of people admit to skimming blog posts. For this reason, you should create blogs that have good visuals and informative headlines. Good headlines within your post will help direct readers to the information they’re really looking for, promoting the idea that your blog is a valuable resource for those looking for information.

What if My Industry Isn’t Suited for Blogging?

Many people fear that their industry isn’t interesting enough to blog about. However, every industry is a good candidate for blogging. If you have customers, you have an audience for your blog. Although some audiences are wider than others, every industry has customers and potential customers searching for information about the industry and about particular businesses. A blog provides a resource for potential customers to conduct their research Successful bloggers will target the right audience, ensuring that your blog is found by the right people who will want to read it.

Should I Blog if I Don’t Think Anyone Will Read it?

As stated above, there really are people who will read your blog as long as it’s done well. However, blogs serve another important purpose: SEO. Even if no one ever reads your blog, creating quality content and keeping an active blog will improve your Google rank and ensure that users find you on search engines. Educational and informative content is essential to a successful business page on Google. Therefore every business should write a blog to ensure the highest possible ranking on search engines.

ImageWorks, LLC | CT Blogging and Inbound Marketing

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