A web presence is kind of like a new born infant. It must be fed, carefully watched and well maintained in order to grow and flourish. If you abandon your web presence for too long, it will become weak and eventually fade away. In other words, once the momentum is rocking, you have to keep things going. This means keeping up with social media updates, responding to emails, tweets, comments, messages and managing all other forms of communication from current or potential customers. However, one of the most integral components of your web presence is your blog.
We’ve talked before about the importance of publishing high quality content to your site, but the second part of a great content strategy is to publish new information regularly. A good web content service will publish new blog posts at least once per week, but a great web content service will publish thoroughly researched, unique and informational blog posts more than once per week – and they won’t slack off once your company’s revenue begins to increase. Here are a few of the primary reasons why your website content service should publish blog posts regularly:
Consistency and quality keep people hooked. Think about it this way, if the morning news broadcast the same stories every single morning for a month, eventually you’d stop watching the news because it would become predictable and the information would be no longer relevant or useful. On the other hand, if the morning news only aired once every few weeks on random and unannounced days, you’d stop trusting it – regardless of how great the information might be. However, because the morning news airs interesting and important stories each day at the same time, people tune in. This is precisely how company blog writing works. High quality, consistent content brings in leads, but inconsistent blogs full of fluff will drive away potential customers.
Regularity breeds a sense of community. If you read blogs, you’ve probably noticed that some of the most prolific bloggers have the greatest following. You may have also noticed that the same people return to the blog to comment each week because they, like you, have found the information worthy of a response. When new readers see that a blog post already has comments, they are more likely to comment themselves. A good website content service knows this and will publish content writing that is full of useful information to spur insightful conversation. By getting your audience involved in your blog, you are more likely to convert them into customers.
Blogs drive traffic to your website. The primary reason most companies start a blog is not just to share information with potential customers or prove their competency in their industry. The ultimate purpose of a blog is to drive traffic to your website and, ultimately, to increase revenue. Your chosen website content service exists to help your company make more money and earn brand loyalty from your target audience. E-Commerce website development company Invesp estimated that as of 2011, 41% of traffic to blogs came from search engines. Additionally, search engines generally base their results on the most recently updated information – which penalizes blogs who lay dormant for long periods of time. In other words, the more often you blog, the more likely you are to be picked up by search engines and the more likely you are to make sales.
In short, if you are passionate about your company’s online presence, you will make sure your website content service writes blogs for your company regularly. Now, you tell us – how often does your company publish blog posts? Have you noticed a revenue increase from blogging?