Some businesses seem to be giving up on creating and publishing new content to their websites. Website Magazine predicted in 2015 that websites will become obsolete by 2020. But I still view a small business’s website as a critical part of its overall marketing plan. Specifically, I advocate blogging, even in an era where blogging seems to be dead.
1. Regularly Adding Content to Your Website is Good for SEO
As the #1-visited website, Google processes 3.5 billion search queries each day. YouTube (also owned by Google) is #2, and Facebook is #3. Search is alive and well, so it’s important that your business’s website shows up for relevant searches.
Google prioritizes websites that are actively updated. The assumption is that a website that changes will be up-to-date with accurate information and is trying to provide useful information to users. Blogging is the easiest way to add content to your website, especially if you’re using relevant keywords.
2. Blog Content Lives On, While Social Media Posts Have a Short Life
Content on social media is here today, gone tomorrow– no matter how impactful it might be to customers. When you also post content to your blog, you can recall and reuse it at appropriate times. You’ll see the most ROI on your content when you can use it to maximum potential.
3. You’re More Likely to Make a Sale if Customers Visit Your Website
Viewing a YouTube video or Instagram post might be interesting to potential customers, but the path to purchasing is meandering at best if your business is using social media alone. Directing social media users to a blog post on your website presents a clear way to buy from you, and your contact information will be front-and-center.
I suspect that most small businesses that engage in social media instead of blogging do so because it’s easy. It’s easy to sign up for a Facebook page and post. Running a blog on a website is a bit more complex. If you have questions about blogging, reach out to me: 513-833-4203 or firstname.lastname@example.org.