typewriterA vital component of content marketing, blogging provides many benefits for brands – including increased traffic and digital visibility. A company blog is also an effective form of inbound marketing: Demonstrate your knowledge and expertise, and consumers will be contacting you instead of the other way around! We delve into all of the possible gains below, as well as outline SEO and content optimization.

Thought Leadership

90% of consumers find custom content useful. A blog will establish credibility within your industry and consumer groups. It establishes knowledge and authority, as well as offers more value to current and potential customers by way of quality content. Marketing Insider refers to this increase of trust as “brand affinity.”

Sales Lead Generation

According to Search Engine Journal, companies that blog have 434% more indexed pages – and companies with more indexed pages get far more sales leads. Content visibility is a large part of inbound marketing, allowing for potential customers to reach out on their own account. It’s also important to note that blogging is a cost-effective form of inbound marketing: inbound leads typically cost 61% less than traditional outbound leads.


Blogging is highly beneficial when it comes to improving your social presence. In fact, interesting content is one of the top three reasons consumers follow brands on social media. Blog posts provide more material to promote on networks, increasing conversations among and between the brand and consumers. Social networks garner a blog audience and establish a brand voice. Search engines take social signals into account as well, so your social profiles contribute to SEO efforts.


Search engine optimization (SEO) is an essential blog component. Blogging with SEO in mind means building upon quality content by optimizing all possible features in order to be more easily found in search engine results. The first step in this process is researching and identifying relevant keywords. Create a list of these words to include in posts – especially titles. Blog titles are important because search engines use those first few words to index articles. Of course, as in all content, quality is key and shouldn’t be hindered by too many technical or out-of-place keywords.

Tagging is also beneficial – tags categorize blog posts, providing value both for search engines and for users looking for information on specific topics. Linking– both internal and external – increases site authority. Setting up Google Authorship for the blog is another option that contributes to SEO. This means that “rich snippets,” or blog author images and information, are displayed alongside the article results on Google. They’ve been shown to increase click-through-rates. Learn more about link building here.


Blog success is largely contingent on an effective content calendar. Topics should be determined monthly, with room for trending content and current events. Although posting once or more a day is ideal, even once a week will grow brand awareness. Below are a few ideas on how to present some of the content in new ways.

Content Ideas

• Editorial

• Q & A Sessions

• Market News

• Problem Solving

• Infographics

• Customization Ideas

• How-to Articles

• Top 10 Lists

• Videos

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