Importance of the blog for your business and metrics to measure success


I am often asked by business owners if it is worth the time and effort to blog on their website. Business owners spend time setting up their social media presence and assume it’s enough to boost their online presence. Still, a business blog can play a vital role in attracting potential customers.

If you really want to make sure that your business builds credibility and visibility in the online space, you should consider regularly posting high-quality and relevant content that may be useful to your potential consumers. Businesses, whether small or multinational, need to ensure that blogging is an integral part of their Content marketing strategy. Here are my top 5 reasons why your business needs a blog.

1. Traffic driver and lead generation

A blog is an amazing way to drive targeted traffic to a site.

Good SEO is the result of new content and relevant keywords, for which blogs present you with the perfect platform. Search engines like Google love to post relevant content frequently, causing search engine bots to come and visit your site more often to index new content. Every time a new blog post is published on a website, it adds an indexed page, giving you the opportunity to appear in search results and get traffic to your site organically.

Users these days use Google to research almost every decision, big or small. The key is to create content that addresses potential questions from your audience and addresses their pain points.

Blogs not only help build brand awareness, but they also encourage potential customers to get closer to the business. With well-executed and relevant calls to action in a blog post, you can easily create opportunities to bid, download reports, whitepapers, and convert those visitors into leads for your business. Businesses with blogs produce an average of 67% more leads per month than businesses that don’t blog. (DemandMetric)

2. Build authority and credibility

Blogging will give you the opportunity to show your expertise and earn the trust of your audience. Successful companies are constantly blogging articles to assert their authority as industry leaders.

Writing about industry trends and common questions your clients ask could boost your confidence and prove your credibility as an expert in the field. Plus, when you engage with your audience with tips, advice, and news related to your industry niche, you’re sending a clear signal of your experience and customer service levels – and this could even be the deciding factor between you and your competitor.

Good blog content can help you too backlinks and digital PR. Informational and insightful content is valuable and tends to be picked up and referred to by other websites and blogs. Being linked is a recommendation signal for Google, which improves the authority of your website, improving the ranking of keywords in search results.

3. Keep the audience updated on your company and its services.

Blogs give your business a voice and are a great way to educate your customers on what your business can do.

You must aim to create value for your customers. By making the effort to provide beneficial content for free, you are building loyalty from potential customers who are likely to choose your business over your competitors when they are ready to make a purchase. Some examples of such helpful resources that you could share through your blog could be a helpful checklist, ideas, recipes, insightful trends, etc.

You can also use blogs to create and cultivate an interest in your services. The key is to find a way to incorporate your services without making them the main focus of your blog content. For example, companies like contractors, web designers, boutique agencies, hairdressers could use the blog as a portfolio. Then use the right call to action to lead your readers to the next step, like contacting you or filling out a form to communicate.

4. Develop relationships with potential customers

Another important aspect of a blog is learning more about your customers.

Blogging is the ideal way to build relationships and interact with your audience. Customers can share stories about your products or services or ask questions about them. It could be a great way to understand what readers have to say – ideas or suggestions. Like social listening, brands can take advantage of engagement and feedback in blog and social media posts to fine-tune their marketing strategies.

Answer their questions and respond to your readers as soon as possible, give a human aspect to your business and, in turn, gain insight, build trust and show that you care about their opinions. Doing so will also help increase your brand’s visibility and position you as an industry expert.

5. Boost email marketing and social media

A great benefit of blogging is the opportunity you create for others to share the link to your blog.

When you create unique and interesting blogs and provide valuable information, they are shared with a specific audience. With these actions, you are likely to get even more actions that will help attract users to the blog and thereby increase brand awareness. Blogs are like gold when planning your social media calendar – not only can you drive users to your site, but you can also use quotes, images, or screenshots of blog content to engage with your audience.

You can also use blogs for your newsletters or email marketing. They would help build user trust and position your company as a thought leader. If users find your blog informative or interesting, they might also subscribe to hear from you more often.

How to start

As you create a successful blog that complements your business and expands your reach to new users, here are some important things to keep in mind.

  • Focus on content quality: Ensuring high-quality, relevant content that delivers value to your target audience is critical.
  • Post content regularly: It’s ideal if you post content regularly to keep your readers coming back and search engines keep coming back to index your site faster.
  • Get feedback – It’s great for making sure you get feedback, positive or negative, to better know and understand your target audience.
  • Promote content – It is best to promote each blog post across all marketing channels to attract and grow your reader base.

How to measure content marketing performance

It was said in a recent CMO Survey that 65% of marketers could not quantitatively demonstrate the impact of their marketing. So the first challenge is to understand your organization’s goals, the higher purpose of the brand, and then decide on the key performance indicators.

I’m listing the top 5 metrics that should definitely be on your list if you’re looking to measure your blog’s performance.

metrics to measure content performance

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1. Consumption metrics

As for the basics, you need to see how many users are coming to your website. The ideal metrics you want to see should be:

  • Sessions
  • Users
  • Page views

Google Analytics can further break down where this traffic is coming from: geography, browser, channel, etc. This information helps you understand and localize your content to reach your target audience. It is also useful for catching trends such as what types of blogs your readers find most attractive.

2. Participation metrics

Engagement metrics are important to keep track of how people interact with the content on your site. Important metrics to watch out for would include:

  • Average time on page
  • Pages per session
  • Average session duration
  • Bounce Rate
  • CTR (click through rate)

You can also look at the look of the social channel to find out which content topics resonate the most with your followers. In addition to Google Analytics, social listening tools like SproutSocial, SocialBakers, Hootsuite, etc. can quickly show you the best performing content along with actions, comments, etc.

3. Email metrics

If you are using your blogs in email marketing, it is important to analyze your email metrics. This would help you get a clear idea of ​​whether your message is correct and whether email marketing is working towards its goal of reaching users. As you watch your blog’s performance in this area, the metrics to keep in mind would be:

  • Email open rate
  • Email click rate
  • Bounce Rate
  • Drop out

4. SEO results metrics

It is important to measure the SEO performance of your blogs. The SERP ranking of your important keywords that drive traffic to your site is the most important metric to measure. The Google search console is the best place to identify the terms you are ranking for. Also, since keyword rankings keep fluctuating, it’s best to track them over time with tools like SEMrush, Ahrefs, etc.

The higher your ranking for relevant keywords, the relevant traffic will flow, which could lead to more conversions. On the other hand, if the quality of the blog is excellent, it is worth targeting position 0, that is, featured snippets that get more visibility in search results and higher click-through rates.

5. Conversions

It is important to know what users are doing once they come to your site and read your blog. Using smart placement of click actions (CTAs), you can push readers to the next step to convert.

A conversion can vary from one company to another: sale, registration, form filling, pdf download, etc. At the end of each blog, you should think about the next step you want the user to take. Google Analytics provides the ability to set goals to measure your conversions and even extensive ecommerce tracking to understand where and how leads or sales are flowing through your site.

Resume

Blogs humanize businesses and provide a solid foundation for marketing efforts.

Creating a blog on your business website can improve your search engine rankings, build trust in your brand, and build relationships with your audience. This could result in your target readers choosing to buy products from you or hire your services instead of your competitor.

There is a famous saying, “If you can’t measure it, you can’t improve it”, for Lord Kelvin. So, measure and analyze your content’s performance and use it to improve your marketing strategies to get to the top.

Yakita Seth

Yakita Seth

Digital Marketing Technologist with extensive experience in Search Engine Optimization (SEO). His experience spans both agency and client-side work across numerous industry verticals in the US, UK, and APAC.


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