Sometime along the course of running your business someone has told you that a blog on your website would be a good idea. Now I know what you are thinking, 'No one wants to read what I have to say', but your customers and potential customers do. Blogging opens the door for you to be able to express your brand identity, introduce new and seasoned employees to your clients and establish authority in the market place. Below are the 5 key benefits to blogging. 

1: Increases search engine traffic

Search engines love fresh content. And the best content is blog posts. By blogging consistently, you give Google, Bing and other search engines new content to index and you create opportunities to plug in those all-important keywords to increase your visibility on search engine results pages.

2: Establish the tone of voice for your brand

Carefully crafted website content (e.g., a homepage or about page) can’t hold a candle to a blog post when it comes to establishing the tone of voice for your brand. Your blog posts give you a unique opportunity to share your personality, build trust and increasing your brand’s likeability.

3: Establish your business as an industry leader

No matter how small your business is, you can build trust and clout within your industry by providing valuable, expert information in your blog posts. Over time, you become a “go to” resource for educational, inspiring and entertaining content, which can ultimately lead to higher customer conversion rates. This is especially important for small businesses looking to gain credibility to compete with larger companies

4: Improves conversion rates

Having an active blogs let's new customer know you are open for business.. This one of the main reasons either in house or through an outside source, having at least a weekly blog posting to your site can increase traffic and conversions. A blog with high-quality content also helps build brand loyalty, further increasing your conversion rates. According to Hubspot, overall ROI is also more likely to increase for companies who blog; in fact, businesses who prioritize blogging experience a 13X increase in ROI, year after year.

5: Helps generate inbound links

Without a blog it can be extremely difficult to attract authoritative links to your business website. When you add new content that serves as a resource for other bloggers and media, you start to naturally accumulate inbound links as other authors, columnists, journalists, bloggers and contributors reference and cite that content in their own articles. These links are important for SEO, but can also generate significant referral traffic back to your site.