Why you (still) need a blog in 2015

Don’t believe what you’ve heard — blogging isn’t dead. Sure, once-beloved platforms like LiveJournal and Blogger may have fallen out of favour, and “blogosphere” may no longer be something we say with a straight face, but blogging is alive and well and as important as ever.

Not convinced? Two words for you: content marketing.

Defined by the Content Marketing Institute as “a strategic marketing technique focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience,” content marketing is (at least in large part) blogging.

It’s also one of the fastest growing segments of all marketing, and if the 93 percent of businesses currently engaging in it doesn’t convince you that you (still) need a blog, perhaps the following will.

Drive traffic to your site

At last count, there were nearly 1 billion sites on the internet. So, how do you get visitors to land on yours? Not only does a regularly-updated blog provide your audience with interesting, topical content, it also increases the number of indexed pages and keywords on your site, meaning your site will have a better chance of showing up in organic search results and gain a higher ranking overall.

Gain influence and win friends

Know your stuff? Prove it to your visitors by posting fresh content that reinforces your expertise. When people trust you as an authority on your niche, they will be more likely to engage with your content, share it with their networks, and even advocate for your business.

Manage your image

People can say anything online — true or false, good, bad, or ugly. It’s easy to talk smack about a business when no one’s there to respond to it, so use your blog as a tool for managing your reputation and how you’re portrayed online. Respond to criticism and let visitors get to know you by sharing your voice, personality, and what you stand for.

Bolster your social media initiatives

It’s tough to be a social media maven without access to unique and interesting content. Retweeting shows that you’re active, but it can only take you so far — at some point you need to become the author, not the sharer of original, clickable content. Blogs are a great source, and sharing links with your networks will help you boost your social media profiles and direct more traffic to your website in one fell swoop.

Improve SEO

SEO is all about quality content that’s read and linked to by as many people as possible. Adding new content to your blog means building both a valuable resource for other bloggers in your niche and a strong base for inbound links. Along with consistent, high-quality content and a strong social media presence, these links can boost your SEO and generate significant referral traffic back to your site.

Much has been made of blogging’s decline in recent years, but it remains one of the most flexible and useful communication platforms out there. Investing as little as an hour a week to write a post for your blog can result in hundreds of visits from organic search results, inbound links, and social media shares.

Over the next month, we’ll be bringing you a series of posts on blogging. Whether you’ve been at it for years or are just getting started, we hope you’ll take something from it that helps you build a better blog for your site. Stay tuned!

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