We often encourage clients to write blog posts, and nearly always include blog/news sections in every new site we design. Here’s why we think it’s so good to blog.
Building Trust
A company blog is a great method of gaining trust and attention from potential customers/clients, and creates further loyalty with those already working with you.
B&Q’s ‘Inspiration’ section, for example, gets regularly updated with new articles about how to care for your home and garden, with convenient DIY advice too. The blogs are written with a ‘here-to-help’ tone of voice, but aren’t afraid to mention the names of select B&Q products that would help with the job.
Building Traffic
As well as gaining trust, blogging can drive more users to look at business websites. Blogs can have an important impact on a website’s SEO (how visible it is to search engines) and the frequency at which it appears. Each new blog post is another page for search engines to index, so careful use and placement of keywords can really help businesses’ visibility on search.
Not just B2C
Blogs can have a huge impact on the perception of B2B brands too. Industry leading companies like Cisco, Salesforce and IBM all release regular articles, sometimes across multiple, segmented blogs too.
A good blog post can range from just a few sentences to an immersive, storytelling experience. Not to mention that apparently businesses who blog gain 67% more leads per month than those who don’t. [source]
In an environment like the Channel Islands, blogs that show the human, personal side of a brand can have a great effect on audience perception. Islanders love to see the hard work and passion/expertise behind local businesses. Showing this can help discover those new customers, and fundamentally improve customer loyalty.