Here’s why you should blog for your business



Develop a new website? Next, make sure you don’t forget to incorporate a blog into your marketing plan. It’s a powerful way to help visitors discover your website, it’s a great way to build trust and stay in touch with customers much easier.

Getting found on Google is a marketing priority. Blogging brings a number of SEO benefits and plays a vital role in achieving high search engine rankings. New blog posts placed on your website make Google happy in their quest for new content. Blog content tends to stick to a central theme, which means there will be topical keyword density and relevance.

Blogs also tend to acquire links from other blogging websites, either in the form of explicit links from other sites, trackbacks, or links from blog directories. Of course, RSS feeds can ping Google as soon as new content is posted, triggering rapid indexing of the content. One of the main benefits of a blog is the ability to stay in touch with your customers.

Blog comments are a great two-way communication channel. And unlike other forms of social media, you can moderate and edit comments before they go live, which attracts many businesses worried about negative or defamatory comments. Want to make sure your content can reach customers’ iPads? Then the Flipboard iPad app provides a fantastic interface for blog content just by providing the app with your blog’s RSS feed address.

There’s a new marketing trick up the blogger’s collective sleeve: the principle of paternity. Photographs of authors appearing in search results alongside articles they have written create a more visible and reliable search result. Google looks for good content from great authors, and it knows there is a lot of it in blogs. By linking your social media profiles to your blog, you can gain the added benefit of being highly visible in search results.

A blog hosted on your own domain offers all the key SEO benefits: content on your domain, inbound links to your blog posts, and a customer experience where visitors are seamlessly integrated with your own site’s marketing messages. An externally hosted blog loses that SEO power and gives visitors a less strong experience of your brand. Other development activities you should consider include integration with email marketing systems, with LinkedIn profiles for your staff, and connections to other social platforms.

Expert Opinion: Matt Davies

Matt Davies, Creative Director at Fifteen Design

(Image credit: Matt Davies)

Name: Matt Davies

Society: Fifteen Design

Role: Creative Director (2018)

What’s your top priority when starting a new blog?

Each piece of text should be styled in a legible manner, which is pleasing to the eye and clearly differentiates each text box. Consider using fonts, line spacing, sizes and colors effectively.

How should developers work with designers to create a blog?

My number one tip is that developers and designers go through a wireframe process together before designing or coding begins. With the wireframes in place, the designer can get creative with the style of the elements and the developer can sit back and be content with knowing that what the designer comes back will be possible.

What future for blog design?

Technology is moving us towards live microblogging, which is like Twitter but through blogging, with users quickly exchanging small snippets of information. This new technology will mean layouts will likely become more conversational than walls of text, which is the norm right now.


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