Social media is all about sharing. Sharing ideas, sharing information, sharing content. It’s also about having conversations. But it’s much easier to start and have meaningful conversations if there is something meaningful to talk about. Because of this, many companies are becoming publishers. They create content (articles, pictures, videos, blog posts, infographics) that surround their industry, niche, and product. This content is housed on the company blog and is ideally hosted on the same domain as the company’s website.
Blogging for your company has at least two benefits:
Social Media - As previously stated, a blog provides a central place to showcase some of the content you will be sharing. Also, because it’s part of your company’s website, there is a strong association between the content you provide and the product or service you sell. You can drive traffic to your website by sharing links to the content on your blog. Well written content about your industry and products will establish you as an expert in the field. The increased traffic and credibility will help increase sales of your product or service. It’s difficult to use social media in business without creating original content.
Search Engine Optimization (SEO) - Search Engines love blogs. Just like people, search engines get bored if your website stays static for long periods of time. Search engines know that people want helpful, relevant, and up to date information on the topic they are searching. A frequently updated blog provides a steady stream of new content that search engines love to index.
There is an old school of thought that puts an unreasonable amount of focus on keywords. While it’s important to be mindful about which keyword phrases your target audience is likely searching for, these should come naturally as you write about your niche. By writing naturally about your topic, you’ll automatically be covering the keyword bases.
As you build a library of blog posts about your niche, those posts will start to rank in search engines when someone searches a related topic. This will build your organic search traffic and can be the source of very qualified visitors that are looking for exactly what you have to offer.
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