Blogs Sit on Your Website
The main purpose of your social media platforms is to drive traffic back to your website, right? In order to do that, you’re probably creating a ton of content each week for those platforms. The idea is that hopefully that content is exciting enough to entice your community on Facebook, Twitter, Instagram, and Pinterest to visit your website—but there’s no guarantee.
Your blog, on the other hand, sits directly on your website. So if you do a great job of keeping it compelling and updated, people will access it directly. Not only does this increase the chance that people will buy something from your site (because they’re not getting distracted by their Facebook feed!), but it also increases the amount of time people are staying on your website, which is an important metric for enticing advertisers.
Long-Form Content
Let’s be real: If you log in to Facebook and see a post that’s more than three or four sentences, are you going to read it? Probably not.
But some topics and musings need more than a few sentences to be fully explored. And as a company full of interesting expertise, personalities, and views on your industry, you should have a place dedicated to just that. On a blog, you’ll have more room to expand on those thoughts—and readers will come expecting (and wanting!) lengthier content.
SEO
A few years ago, if you were looking to boost your search result ranking on Google, SEO-savvy marketers would have likely told you to stuff your website full of descriptive tags and metadata that you wanted to be associated with your brand. For example, if you ran an eco-friendly fashion company, you’d want to cram the backend of your website with tags like “eco-friendly fashion,” “fashion conscious,” and “eco fashion.” If you had these tags in a ton of places on your website, Google would offer up your website when someone searched for one of those terms.
Google caught on, changed its algorithm a gazillion times, and now, the most effective way to increase your search ranking is to give your community relevant content that they will engage with and share. It is both that simple and that hard.
What better way to offer up great content to your community than through a blog? It doesn’t necessarily have to include more content, or even keyword-heavy content—just content that your readers genuinely love and want to share with their own community.
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