6 Functions of A Blog That Aren't SEO

Making Your Blog Work for You

For years, blog posts were the primary path for companies to leverage SEO and drive clicks to their websites. The best sites were savvy enough to move beyond search ranking and use the blog to keep readers coming back with other content. Is your company missing out on the power of a well-executed blog? Let's look at six diverse functions to make the blog more beneficial for your company.

Company Branding and Recruitment

When potential new hires consider joining a company, they often visit the company's website to learn more about the organization. Use the blog to your advantage. This is an opportunity to sell your brand to top talent.

• On a regular basis, highlight employee stories on career growth

• Have employees submit stories on their "why" they joined the organization

• Promote the company's culture and mission

• Run spotlight stories on what the company is doing

Product Marketing

Marketing through the blog goes beyond SEO. If you are selling products or services, the blog is another valuable marketing tool in your belt. Use it to:

• Create anticipation for upcoming new product releases or features

• Announce new services or areas of growth

• Publicize case studies highlighting the benefits of products and services

Using the blog for product marketing works exceptionally well if you've also used it to establish the company branding.

Lead Generation

Every good lead starts with worthwhile content that attracts prospects to your site. Once they are there, they require a bit of nurturing to stay. A blog can achieve this by providing helpful information that funnels leads through the sales process.

• Create content your sales team can share with prospective clients

• Develop case studies that support sales conversations and nurture leads

• Provide social proof of your sales

• Capture lead contact information by using calls-to-action with elements such as a newsletter or downloads

Educate and Support Customers

Blog posts are an excellent way to educate your client base. Good education not only helps foster your customers but will also reduce customer service calls and support tickets.

• Share how-to guides and tutorials that will continue to be relevant for years after the original post

• Provide useful information that answers frequently asked questions

  
  

Become a Thought Leader In Your Industry

John C. Maxwell said, "A leader is one who knows the way, goes the way and shows the way." A blog is an excellent way to establish your company as an authority in its field with high-quality content.

• Showcase expert analysis on relevant business developments

• Provide commentary on industry trends

• Address industry concerns and controversies

Before long, your company may just become a go-to voice for industry insights and developments.

Customer Retention

Provide ongoing value to customers with blog posts relevant to your target audience that make them want to return.

• Provide trustworthy and engaging material

• Share advice, tips, and best practices that your customers will want to share with others

• Create a community around your brand to encourage customer interaction using hashtags and leave reviews

A loyal customer is an asset to your brand. Loyal customers are a form of advertising when they recommend your company to others.

The blog can provide an endless stream of opportunities for your business, from sales to customer retention and hiring top talent. While the prospect of frequent blog posts may seem daunting, there are great writers like me who can work with you to make your brand shine. Through the creation of a content calendar, your blog will have regular, well-written posts from a talented writer. Find your writer today.