3 Big Reasons Your Business Needs A Blog
Let’s get this out of the way: I am biased. It is obvious I am biased. My business is built on this bias. Not only do I love writing blogs, but I also have seen how much they can do for your business, especially when you add a great image and pin your blogs on Pinterest.
But I’m getting ahead of myself.
Why should you—a busy small business owner—prioritize your company blog? Why should you post on it regularly? Why should you futz with Canva to make a silly little image to go with it?
Here are three main reasons:
1 — Your Small Business’s Blog Builds AUTHORITY
When you post regularly (we’re talking at least once a month or even once a quarter if once a month feels like too much) on your company’s blog, current and potential customers + search engines get to know you. We’ll get into the search engine part next, but in a world full of robots and snake oil salespeople, your blog can really set you apart, especially if you’re not using AI to write the bulk of it.
Your blog establishes you as an expert in your field, shows people how you communicate, and lets them into your world. Don’t be afraid to share about your interests, hobbies, and fascinations. I’d have to do some counting and sleuthing I’m currently not interested in doing to give you a fully accurate number, but I’d estimate probably 90% of my clients are parents. I write about my family a lot. My business started because I was about to become a mother. My clients can relate to how parenthood rejiggers your priorities and while none of them have explicitly said, “I hired you because you get it!,” I know sharing about life on the teeter-totter has made a difference.
Mix yourself into content about your work and how nerdy you feel about what you do. You don’t have to call yourself a thought leader, but sharing your thoughts inspires conversation—and possibly even conversions.
But, don’t just take that from me. B2B marketers who use blogs receive 67% more leads than those who do not, and blogs have been rated the 5th most trusted source for accurate online information.
Oh, and keep your ears perked toward those questions you get over and over to the point of irritation. Answering them on your blog makes for great content. Send people to the blog and get them off your back. Everyone wins!
2 — Your blog increases your SEARCHABILITY
Remember how I mentioned search engines earlier? When you post to your blog consistently, Google + its homies (frenemies?) learns how to index you and how to serve you up to people searching online for what you offer.
I’m not totally anti-AI. I’ve been playing with it a lot this year, actually, and I do think it offers some cool benefits for coming up with content ideas. Prompt it with questions like “What are the biggest search terms around XTHINGYOUDOORARE?” Start building a list of ideas to riff on. It doesn’t have to be super scientific.
Even for me, a trained, seasoned, and eager writer…I don’t want to write about things I don’t want to write about. And sometimes my excitement for certain topics waxes or wanes. That’s why I make and keep long lists of ideas for myself. I pick from it based on what I’m feeling excited to write about. That also keeps me out of “writer’s block,” which I find is more about mindset and perfectionism than anything else.
For a more data-driven example, remember the blog I wrote congratulating myself for posting three holiday blogs for a client long before the holidays? Since my last writing about it, that blog has started ranking nationally. It’s the #1 driver to Workhorse’s website, all because I knew Eric would probably be more inspired to write about the holidays when he wasn’t in the thick of them + Google and its frenemies need time to get to know you.
Great ideas + time = increased traffic.
^^ it’s simple math
And, BONUS: If you have a blog that’s driving strong traffic to your site that’s outdated or old, update it! Add a line at the top (if your host platform doesn’t do it already) that goes something like this: “This blog was originally posted in May 2022. It was last updated in April 2024.” The search engines—and your readers—really appreciate that.
For those of us who love a strong stat, here’s one: Blogs create relevant content to increase website traffic. Businesses with blogs get 55% more website visitors than those without one.
55%! Worth trying, no?
3 — Blogs Provide GROWTH
With your excellent, relevant stories and ideas, the people will come.
You are building your Field of Dreams—in so many ways—and doing your part will bring the people. Honestly, I’m really proud of this analogy because I didn’t walk into this writing with it in mind, but it’s totally fitting.
Tell me you’re too busy and I’ll tell you that’s what P&A was built to do for you.
Tell me you don’t know how to track how well your blog is doing and I’ll tell you we can help you with that, too.
Tell me you don’t have any ideas and I’ll send you to section two + tell you P&A can start by building you a content calendar.
No more excuses—you’re writing those blogs
Don’t worry about length (but aim for 600+ words :)) and don’t worry about including the perfect keyword phrases to show up in searches. We can’t predict the fancies of the Google gremlins, not perfectly, at least.
But we can start writing.
And we can keep writing.
Even if it’s not making us immediate money or giving us immediate results.
If you’re still stressed or still too busy or just don’t like writing, you know where we stay and we’d be honored to help you build that Field of Dreams.