What does a company blog on a website give?

A company blog is a great tool for promoting the services and products of every company in every industry. It also allows you to achieve a good position of a website in Google search results. Thanks to it, customers will also get to know a given company better. Despite so many positives, very few brands still want to use this form of advertising. Time to change it!

Often when discussing the offer to create a website for our clients, we come across the question whether the blog tab is needed at all. So we began to wonder where this doubt comes from. We talked to the customers themselves about this, asking what they associate with the blog and why they are so skeptical about it on their pages. Soon it turned out that customers perceive the blog as a place where the recipients of their offer do not look, who only care about the company’s products and services – so why pay the cost of creating a company blog? Customers often thought that even if they decided to create it, they wouldn’t know what to write about it. They were also afraid that their texts would not be interesting or that they would not find time to regularly add entries.

If you think so too, we hope that after this text you will completely change your mind and see how many benefits it brings with creating a blog tab on your company’s website.

1. A blog lets you get to know your business offer better

There is still a trend in content marketing in which content on important subpages of a website is reduced to the necessary minimum. They only place what is needed to familiarize themselves with the company’s offer and make a quick decision about buying a product or choosing a service. A blog is just a place where you can write more about your products or services. To better explain this, I will use the example of a company selling natural cosmetics. On the product page, you only place short descriptions of the creams offered, their composition, properties, etc. On the blog, however, you can write how the work on their formation looks like, where the recipe comes from, describe in a long article how their ingredients have impact on beauty, etc. Thanks to such blog entries, customers will be more likely to buy your product because they will know more about it. Blog entries can increase sales. The situation is similar with regard to services. For example, if your company deals with professional cleaning of car upholstery, on the offer subpage you will only describe the scope of services and provide their price. Only on the blog will you be able to write something more about the cleaning process itself, the means used, etc. The more the customer can find out about it, the more willingly he will use your services. You allow him in such a situation to become more familiar with the offer of your company. Customers always decide faster to choose the products and services of companies that they know more about.

2. Blog lets you get to know your business even better

Blog is also a huge image tool. You don’t always have the opportunity to have long conversations with your clients telling them about your company, the origin of its creation, the values it represents or the employees who create it with you. All this you can pass in an interesting blog post and inform customers, only briefly on some occasion, that such information will be found on your company blog. Then in their free time they will be able to read one of such entries. There is also a very high probability that, being on the page, they will click through its other subpages.

Maybe there are some interesting events in the life of your company? You often participate in various conferences, organize cool collections for those in need or have integration events that show that you are a close-knit team – it’s also worth describing and showing all this on the company blog. You stop being anonymous and shape your image on the web in the way you choose. The better the potential customer gets to know the company, the more it will inspire trust and sympathy, and as a result will lead to the fact that in the search for services or products it will choose your offer.

A company blog, like social media or e-mail marketing, is therefore an additional, but also important, communication channel between your company and its recipients.

3. The blog allows you to show that you are an expert in your field

Have you ever wondered where clients can get information that you or your employees are good specialists in what you do? General slogans like “we are an expert …”, “we have been creating for 10 years”, “our experience …” say nothing to your potential customers. These are just clichés that do not convey anything properly, and are repeated on hundreds of other pages. How else can you provide information about your strengths? You can do it in your blog entries. Examples of case studies or testimonials / opinions from customers in the form of longer entries are just examples of topics that you can discuss on a company blog, and which will allow you and your colleagues to know the strengths of all customers.

You should also share your knowledge on the company blog in the field you deal with. If you’re an expert at something, don’t leave it alone. Let others learn something from you or increase their awareness in topics that are close to you and in which they themselves do not have enough information. Such texts will be of great value to your customers.

On the blog, write also about new products on the market that interested you. You will then show your clients that you are constantly expanding your knowledge and constantly developing, which is a huge benefit for themselves.

Blog entries need not strictly concern products or services that are in your offer. They can relate to many other things related to them, activities, etc. Describe everything that is a bit related to the business profile, because then you will let you find many different recipients. Remember that customers are much more likely to choose companies / brands that have the opinion of an expert in the field they deal with. A blog is a great tool to show it.

4. Blog allows for better positioning of your website and increasing its visibility on the web

You will probably find this statement in most articles on company blogs. Usually this is in the first place among the arguments for creating such a subpage. However, it is important that you read this information to the end, because many company blogs are supplemented with low-quality content. Some people think that this action is enough to climb up the places in the search engine. Nothing could be more wrong. Only substantive, unique and long content can affect your company’s website positioning. Entries saturated with key phrases or large amounts of links are no longer enough. Content must be interesting and engaging. Only then can you count on climbing to higher levels in search engine positions, especially since with blog entries you use the enormous opportunities offered by the so-called long tail of key phrases, i.e. the queries entered by the customers in the search engine deviating sufficiently from the main phrases for a given page, so that they lead to your website faster and not to competitive pages.

Importantly, even by “downloading” the user to your site, but with poor texts on the blog, you won’t gain anything because the customer will leave it and will never come back to it. “Content is king” and nothing changes. Good-quality entries will allow you to “find” your site’s network, become familiar with its offer, and, consequently, to buy products offered by it or use its services.

When running a company blog, regularity in adding entries is important. A business blog, which is also frequently updated, significantly improves Google visibility. The more content you publish and the more they are consistent with the needs of customers or answer the question that enter in the search engine, the greater the chance of your business to succeed. Make sure you find yourself on the web, but also to be a reliable source of knowledge or a reliable seller for your customers.

In addition, each entry is another subpage on your website, which also does not remain indifferent to the search engine. It is a signal for her that your site is growing and constantly developing, which means that the search engine “rewards” it with an ever higher position.

You can also share valuable content on your blog on social media. If they are good, people will want to share them, and the number of links leading to your site on the web will increase. Include internal links in entries. Step by step this will allow your website to climb higher and higher in the search engine.

5. The blog allows you to reach straight to your recipients and allows you to establish relationships with them

Every text or mention of your company is shaping awareness of its existence among customers. It is enough that they often find the name of the company or the products it offers online. Even if they do not need anything from your brand profile at the moment, when the need arises, they will first search for the company they have seen somewhere, about which they have heard, etc. A huge number of customers make purchasing decisions based on information regarding the brand found on the web.

Did you know that comments on company blog entries are a great tool for chatting with clients? They may have questions about the content they have read, and as a consequence a longer discussion may arise that will allow you to gain the trust of the recipients and show you the role of an expert or simply a company that cares about customers. Comments will also allow you to quickly and easily learn about customers ’expectations of products or services offered by your company or opinions about them. Thanks to this you will be able to make necessary changes in them. Comments are ideal for collecting such information.

If your potential customer is already on your site thanks to a good blog entry, you can keep him on it by requesting to fill out the form, offer to subscribe to the newsletter, maybe some discount on services or products, or a free e-book. Thanks to this you slowly establish a bond with him. Consumers trust companies that get to know each other just by reading their entries on company blogs. Thanks to this, your company gains customer loyalty to your brand. Customer relationships are a huge value that is always worth taking care of, because it translates into many benefits for your company.

Is it worth running a company blog? Of course. It’s best if it has its own unique style, then it will certainly be well received by the recipients. If you do not know what to write about it, all you have to do is try to put yourself in the place of your clients and think about what you would like to read yourself. It always helps. You can also use the help of your employees or professional copywriters.

A blog on a website is so far the only reliable communication tool for your company. Social media gives many possibilities, but they are also unstable – they can cut ranges, delete a page unexpectedly, etc. Your company’s website and blog placed on it allows you to control everything and keep all accumulated knowledge, whether from your entries or customer knowledge only in Your hands. Increase the potential of your website and get the most out of it with blog entries.

If you’re still not convinced that it’s worth having a blog on your website, read the above post again. The arguments in favor prove that there is nothing to wait for. Simply – get to work!