Is Blogging Dead? 5 Reasons to Revamp Your Content Strategy in 2020
In today’s digital world, the internet consumes every aspect of our lives. With a plethora of information right at our fingertips, there are over 5.5 billion Google searches performed each day. That’s equivalent to 63,000 search queries per second. This gives limitless opportunities to stand front and center among your intended audience to take your business to the next level.
Regularly updating your website with content gives you the opportunity to harness that power to achieve 5 key benefits using your blog:
Every business’s goal is to rise above its competitors by ranking well on Google. There are various components that create the perfect recipe for success on a search engine, like the quality of your backlinks and your social media presence. Another ingredient involves quality content. What better way to provide fresh content than through a blog?
Blogging produces over 434% more indexed pages and 97% more indexed links. Each gives the opportunity for your business to earn a position on Google. The better your content and marketing strategy, the more likely you’ll receive a higher ranking on the search engine. Ideally, you want to land within the top 10 search results because 75% of clicks to a website are generated from the 1st page.
2. Increased Revenue and Leads
The success of your business relies on your customers and sales. While you could spend a pretty penny on advertising, blogging is an affordable and effective solution to increase your revenue and leads. In fact, businesses that prioritize blogging can see as much as 13 times higher ROI. Not to mention, companies who blog regularly receive 67% more leads in one month than those who don’t post frequently.
With over 2 million blog posts published daily, customers turn to respectable websites to find the information they need to influence their purchasing decisions. Research shows 47% of buyers read 3 to 5 pieces of content before engaging with a sales representative. In addition, 61% of customers have purchased a product based on information they’ve seen in a blog post.
You can leverage your customers and sway their opinion by addressing their pain points when looking for a product or service. Delivering the informative content that they need to make their final decision can direct them toward your business to improve your bottom line.
Over the last decade, Google has released various algorithm updates to decrease content that doesn’t abide by its standards. In 2019, the search engine giant unveiled BERT, which impacted 1 in 10 search queries.
It comprises a neural network-based method for natural language processing pre-training. Essentially, it allows Google to better understand the context of words in searches to provide more relevant results. While you can’t necessarily optimize your content for BERT, it further emphasizes the importance of creating quality content.
“To succeed in 2020, you will have to write something that is relevant and valuable,” said Tony Wright, CEO of WrightIMC.
Besides covering a topic of value, there are other factors impacting the success of your blog post, such as its length. In 2019, the average blog post was about 1,050 words; however, Google’s top-ranking content ranges between 1,140-1,285 in length. Unfortunately, Curata reports only 18% of companies create posts over 750 words. If you tend to focus on shorter posts, you may want to reconsider your strategy because longer content generates nearly 9 times more leads.
4. Promote Brand Loyalty
Brand loyalty is everything. It makes a customer return to your business time and time again despite having other options. Customer service, quality products, and reputation are invaluable to establish loyal customers; however, your blog can also influence repurchasing decisions as well.
According to recent surveys, 90% of customers believe custom content shows that a business wants to build a long-term relationship with them because 60% of people feel more connected when reading content from their blog.
You’ll become a leader in the industry as the go-to expert among your competitors to earn a better customer retention rate. In return, you’ll have a higher sales volume to nurture your bottom line because current customers are proven to spend 67% more than those who walk through your door for the first time.
We all know word-of-mouth is critical for reaching new customers. Besides small talk among friends and coworkers, blogging provides another opportunity to extend your reach in the community. Quality blog posts create sharable content among your customers.
With nearly 3 billion people worldwide on social media, each like, comment, and share will build brand recognition while reaching customers you might not have otherwise. Not only can this positively impact your sales and leads, but it also establishes your company in a position of authority to further improve your online reputation among search engines.
Refresh Your Blogging Strategy Today!
Blogging provides instant rewards for your website and your business if you remain consistent with your content creation. A strategic approach provides a win/win scenario to help your company succeed in 2020. If your blogging strategy has been sitting on the back burner, it’s time to dust off the cobwebs and make it a top priority in the months ahead.
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