5 compelling reasons why blogging is still relevant for businesses in 2022

Even though personal blogs are on the decline, small businesses can still benefit from improved SEO, increased thought leadership and more that comes with business blogging.

It’s no secret that the blogosphere has seen a decline in recent years. Personal blogs are on the decline, and many popular blog networks have been shuttered. This may give the impression that blogging, in general, is no longer relevant or successful.

However, this couldn’t be further from the truth. Small business blogging is still an incredibly effective way to reach your target audience, build thought leadership, and drive sales. In fact, it’s arguable that blogging is more important than ever for businesses in the age of digital marketing.

The importance of blogging for business

If you’re not sold on the idea of blogging for your business, consider the following blogging statistics:

  • Businesses that blog receive 97% more links to their website. This is important because links are one of the major ranking factors for search engines. More links mean better visibility in search engine results pages (SERPs), which leads to more traffic and, ultimately, more customers.
  • Companies that blog have 55% more website visitors. This is likely due to the increased visibility in search engines that comes from regular blogging.
  • Businesses that blog generate 67% more leads than those that don’t. This is one of the most important benefits of blogging for business, as leads are the lifeblood of most organizations.
  • Companies that blog have 434% more indexed pages on Google. This is another SEO benefit that comes from blogging regularly. The more pages you have indexed, the more likely you are to show up in search results for relevant queries.
  • 60% of businesses with a blog report that their blog has generated customers. This is perhaps the most important stat for businesses considering whether or not to start a blog. If your goal is to generate leads and customers, then there’s no better way to do it than through blogging.

Why the decline in personal blogging doesn’t mean the end for businesses

Now that we’ve established the importance of blogging for business, you may be wondering why personal blogs are on the decline.

>> RELATED: Get the biggest bang for your buck with these 7 marketing tips

There are a few reasons for this:

  • The rise of social media. Social media platforms like Facebook, Twitter, and Instagram have largely replaced personal blogs as a way to stay in touch with friends and family. Why bother writing a blog post when you can just share a status update or photo?
  • The rise of other content formats. With the rise of platforms like YouTube and podcasts, there are more options for consuming content than ever before. This may be one of the reasons why people are reading fewer blogs.
  • The increased demands of life. Let’s face it: most of us are just too busy to keep up with a personal blog. Between work, family, and social obligations, there’s often little time left for writing.

However, just because personal blogging is on the decline doesn’t mean that businesses shouldn’t be blogging. In fact, it’s arguable that businesses are in a better position to blog than ever before.

The costs of starting and maintaining a business blog are lower than ever, and the platform provides businesses with an excellent opportunity to reach a wide audience with their marketing message.

Additionally, the skills required to create and maintain a successful business blog are more widespread than they once were. With a little effort, any business can start reaping the benefits of having a blog.

Five benefits of blogging for business

Is a blog worth it in 2022? The short answer is Yes. Let's explore five of the benefits that businesses can enjoy by blogging regularly.

Blogging benefit no. 1: Improved SEO. One of the most important benefits of blogging for business is improved SEO. As we mentioned earlier, regular high-value blog postings can lead to increased visibility in search engine results pages, which can drive more traffic to your website. In addition, each blog post is another indexed page on your site, which can help you rank for more keywords and queries.

Blogging benefit no. 2: Increased thought leadership. In order to be successful, businesses need to establish themselves as leaders in their industry. This can be done in a number of ways, but blogging for business is one of the most effective.
By regularly publishing high-quality content, you can position yourself and your business as an expert in your field.
Establishing your expertise and authority in your niche will make it more likely that people will come to you when they’re looking for products or services related to your industry.

Blogging benefit no. 3: Improved social media engagement. Blogging for business can also help you improve your social media engagement. Each time you publish a new blog post, you have the opportunity to share it on social media and drive traffic back to your site. In addition, if people like your blog post, they may share it with their followers, which can help to increase your reach and visibility.

>> RELATED: Read more by Nachum Langsner

Blogging benefit no. 4: More opportunities for Lead generation. Another important benefit of blogging is that it provides more opportunities for lead generation. If you include a call-to-action (CTA) in your blog posts, people who are interested in your product or service will be able to easily get in touch with you. This can lead to more sales and revenue for your business.

Blogging benefit no. 5: Improved brand awareness. If you write informative and interesting blog posts, people will begin to see your brand as a trusted source of information. This can help to build brand loyalty and, ultimately, increase sales. And, it’s not just potential customers who benefit from reading your blog posts. Blogging for business can also help to attract new talent to your company. By writing about the culture and values of your business, you can give potential employees a glimpse of what it would be like to work for you. 

The bottom line

Blogging is still an important and successful tactic for businesses in 2022. Even though personal blogging is on the decline, businesses can still benefit from improved SEO, increased thought leadership, improved social media engagement, more opportunities for lead generation and improved brand awareness. If you’re not already blogging for your small business, now is the time to start.

Nachum Langsner is the Co-Founder and CMO of LocalBizGuru -- a full-service digital marketing agency located in Cleveland, OH. He has over 14 years of experience in the SEO industry and is a frequent presenter and instructor of SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as Jumpstart, the Better Business Bureau, COSE and the Ohio SBDC at CSU.

Share
  • Email
  • Next up: FAQs With Phil: Why Do My Employees Stink at Communicating?

    FAQs With Phil: Why Do My Employees Stink at Communicating?

    In part two of this three-part series on workplace communications, we explore reasons why your employees may not exhibit effective communication skills.

     

    In this new Mind Your Business series, FAQs With Phil, COSE’s own Phil Stella answers some of the most frequently asked questions small business owners and employees have regarding how to communicate effectively*. 

    Looks like we hit a nerve with the first piece in this limited series. We had fun sticking it to bosses who are poor workplace communicators. At least, I had fun. 

    We concluded that their skills are weak because they weren’t an important factor in the hiring process, they didn’t learn them in school and few executives find them mentioned in their performance objectives or evaluations. 

    RELATED: Why is my boss a poor communicator?

    The simple, and often painful, reality is that throughout their careers they got hired and rewarded in spite of their communication skills—certainly not because of them. But, that’s only one side of the workplace communication equation; the other side is employees with weak communication skills. 

    So in this scenario, you’re the boss. And as the boss you run weekly meetings with your staff where you present a rundown of what’s up for the week as well as housekeeping items, and then each per-son gives their own updates. Almost everyone practices active listening during this time, but you have one or two employees who check their phones regularly and seem generally unengaged. Coincidentally—or not—these are also the people who fire off three-word email responses (usually without punctuation) and who have difficulty collaborating with other team members. 

    Before you assume that these employees really are unengaged (or rude), take a moment to consider that they might just stink at communicating. But, why?

    Here are some reasons you may experience weakness in communication skills among employees:

    They didn’t learn it in school. Most high schools offer few, if any, courses in presentation or interpersonal communication skills. The same is true for many college business curricula. With-out that background understanding of why communication is important and how to succeed at it, you get what they learn.

    You’re not making it a priority in the hiring process.
    This is your business and your employees, so you’re probably the one putting together the job description, interviewing and hiring—or at least you’re signing off on it. Many open positions—with the exception of those in sales or other customer-facing areas—fail to prioritize communication skills. If you aren’t assessing how well prospective employees will communicate with you and their coworkers in each of the aspects of the hiring process, you get what you look for. 

    RELATED: Read more by Phil Stella.

    You don’t include it in evaluations. Many employers don’t include written or verbal skills in their performance management system because they don’t see that much value in them—again, unless the positions are in sales or customer service. If you aren’t regularly checking in on your employees’ communication skills and capabilities the same as you do other aspects of their job, you get what you ask for and reward.


    So, if your sad fate is to work in or lead an organization with generally poor employee communication skills, you’re certainly not alone. But, what can organizations do about this scenario? Not to worry, we’ve got you covered. Tune in next time for part III—a summary of simple, but effective, best practices to create organizations that communicate effectively.   

    Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.   
     

     
    Share
  • Email
  • Next up: FAQs with Phil: Why are Some Leaders Such Poor Communicators?

    FAQs with Phil: Why are Some Leaders Such Poor Communicators?

    In the first of this three-part series examining communication among teams, Phil identifies three reasons why your boss might be lacking effective communication skills.

    In this new Mind Your Business series, FAQs With Phil, COSE’s own Phil Stella answers some of the most frequently asked questions small business owners and employees have regarding how to communicate effectively*. 

    I was asked recently by someone in the small business world, "Why is my boss such a terrible communicator?" The short answer to this common question is that communication skills weren’t on the boss test.

    Let’s optimistically assume most leaders know what they want to communicate and generally accept the importance of effective workplace communication. So, why are so many of them weak communicators?

    Here’s a summary of my thoughts—based on over 35 years of experience as a workplace communication manager, consultant, trainer, and executive coach—of reasons why some leaders might be poor communicators: 

    Reason No. 1: They think it’s no big deal. Many executives don’t have a highly developed communication skill set because they don’t think they need one. They need to be able to make effective budgeting, strategic planning and hiring decisions—of course. But communication competency is rarely an important quantifiable factor in their performance objectives or requirements for advancement or success. “If it ain’t that important … who cares?”

    RELATED: Do your emails suck?

    Reason No. 2: They didn’t learn these skills in school. Most business schools have minimal coursework requirements in interpersonal communication, business writing or presentation skills—even less at the graduate level. And best of luck to you if those courses were taught by “academicians” with little relevant real world business experience. 

    Reason No. 3: It wasn’t on the “test.” How many organizations place written communication or presentation competencies high on the “gotta have” list when interviewing candidates for managerial positions or promotions? Very few, I fear. Executives often get promoted or hired in the first place in spite of their communication competencies, rather than because of them. Unless, of course, the job is in corporate communications, marketing, or some sales roles.

    RELATED: More FAQs With Phil

    When skills and subjects like interpersonal, nonverbal, small group and intercultural communications are not a priority in the business and academic world, it makes it difficult for communications to be a priority among many workplace teams. So, if your sad fate is to report to a very weak communicator, smile through the pain and promise yourself that when you get to be the boss, you’ll work hard to be a much better communicator.

    Better yet, whenever you're in a position to do so, help push good communications skills to the top of the priority list for new hires, advancements, and overall indicators of success in the business world. So start expecting more, hold leaders accountable for being good communicators, and do what you can to add "How are you a good communicator?" to the boss test.

    But wait, there’s more! Check back in future articles as we discuss the reverse issue—when you’re the boss and your employees have poor communication skills. Then, in the final piece of this three-part series, we will provide suggestions of steps you can take to improve communication between you and your team. Because this doesn’t have to be your sad fate after all.

    Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.

    *If you have a question for Phil, please send him an email at Phil@communicate-confidently.com

     
    Share
  • Email
  • Next up: Why SEO Copywriting is Critical for Success and 7 Tips to Get You Started

    Why SEO Copywriting is Critical for Success and 7 Tips to Get You Started

    SEO copywriting is key to any digital marketing strategy. Help potential customers find your business by following these seven tips to boosting your business in search results.

     

    SEO copywriting is a marketing method that all businesses should be leveraging. This is especially important when it comes to attracting more local customers.

    Simply put, SEO copywriting is the process of creating online content that ranks high in Google’s search engine. When content ranks high, businesses are able to increase brand awareness, increase website traffic, generate more leads, and build trust. 

    With that said, many businesses are still left wondering how they can achieve their SEO copywriting goals.

    If you want to improve your SEO, read on to learn why SEO copywriting is important and 7 tips that businesses can begin implementing today.

    Why SEO Copywriting is Important

    SEO copywriting is central to a strong digital marketing strategy. In fact, the customer’s journey begins with content. This is because consumers today rely on online content when making a purchase. The average person will actually look at 11.4 pieces of content before making a purchasing decision.

    Businesses that develop an effective SEO copywriting strategy increase the likelihood of their website being seen. At the same time, it helps businesses cut through the digital noise and get ahead of the competition.

    That’s not all though—your content helps shape the customer experience. Effective copywriting allows businesses to nurture potential customers a lot more easily. 

    RELATED: Why you should invest in SEO for your business

    Along with this, SEO copywriting helps businesses gain respectability. Consumers want to invest in businesses they trust. With that said, copy that is of good quality, is authoritative, and ranks high in the search engine creates a good first impression, leading to more sales. 

    7 Tips for SEO Copywriting in 2021

    Google currently holds 90.1% of the total search engine market share. For this reason, SEO copywriting is a crucial component of business success.

    Always Focus on The User’s Experience

    Before we get into our seven SEO copywriting tips, the common denominator you need to be focused on is your visitor’s or user’s experience.

    Despite the constant evolution of their search algorithms, Google has been focusing on pairing searchers with the best possible results. User experience is very high on the list of factors.

    Therefore, when it comes to your copywriting, you need to make sure it will satisfy the search intent and provide value to those looking for what it is you provide.

    Focus on the user and you will improve your SEO.

    With that in mind, here are seven tips to help improve your copywriting for SEO and overall success.

    Tip No. 1: Refrain from Keyword Stuffing

    Keywords are certainly important when it comes to connecting with your audience and increasing conversions. But there is such thing as using too many keywords. Keyword stuffing is the practice of excessively targeting your main keyword. This is done as a way to improve organic search performance. 

    Practicing keyword stuffing has the reverse effect, though. Keyword stuffing is condemned by search engines and can lead to a search penalty. In fact, Google might remove your content from the search engine results page.

    Google’s focus will always be to provide the best user experience by delivering quality search results. Keyword stuffing signals to Google that you are providing poor-quality content and will determine your content is not a good fit for users. 

    Tip No. 2: Focus on Your Headlines

    Your headline is probably one of the last things that you think about when it comes to improving your SEO copywriting, but it should receive just as much attention as the body of your content. 

    Imagine spending a great deal of time writing a long-form piece of content for your audience and quickly throwing together a headline. Unfortunately, doing this will likely result in no one clicking on your link. While the body of your content is likely engaging, your headline will signal to readers that it might not be that useful. 

    For this reason, businesses should take the time to brainstorm potential headline topics. Essentially, your headline will create the first impression for viewers and will determine whether your content is worth reading further. You want your headline to be engaging and give quick insight into what readers can expect to learn. 

    Tip No. 3: Write an Engaging Introduction

    Not only does your body content and headline need to attract the attention of readers, but your introduction needs to be engaging, as well. After your headline, the introduction will be the next thing that readers look at. Your introduction should be short but give readers insight into what’s next. 

    When creating a strong introduction, you want to include things such as what your readers will gain, what questions will be answered, and why they should continue reading. Providing this kind of information will entice readers and encourage them to take a further look at your content. Not forgetting to mention that it will help you rank better in the search engine.

    Tip No. 4: Optimize Your Meta Tags

    Your meta tags provide readers with a snippet of information that describes the page content. They are an important component of SEO copywriting because they impact how your site will appear in the search engine results page and how likely users will be to click on your website. Without meta tags, it will be difficult for businesses to reach their target audience organically. 

    This is why businesses should prioritize optimizing their meta tags in 2020 if they’re not already. When your meta tags are optimized correctly, you can improve your search rank and ensure your content gets in front of the right audience. 

    RELATED: Read more by Nachum Langsner

    Tip No. 5: Improve the Reader Experience with a Table of Contents

    Consumers today want to spend as little time as possible getting the information they need. With that said, your readers’ time is valuable, and they expect businesses to deliver their offerings as soon as possible.

    This is why a table of contents is becoming more commonplace in content, especially for businesses that have a lot to say. A table of contents allows readers to quickly understand if your content will answer their question or offer something useful.  In addition, a table of contents improves the user experience, as readers can easily navigate the components of your content for better readability. 

    Tip No. 6: Get Straight to the Point

    When creating your content, it’s important to get straight to the point. Too often, businesses will create lengthy content that doesn’t really address the topic at hand. But Google prioritizes content that is relevant and useful for readers. Google determines relevant content as one that shows expertise, is authoritative, and trustworthy. 

    When businesses take too long to get to the point, Google may not feel like the information is relevant enough. That being said, the best way to establish relevancy in your content is by targeting your main keyword early on in your copy. 

    Tip No. 7: Improve Readability

    Another important thing that businesses should focus on in 2021 is improving the readability of their copy.

    Readability is about making your information clear and easy to understand for your audience. When content has great readability, it is more likely for your target audience to read and interact with the content you publish. 

    This means that businesses need to ensure that information isn’t too complex to understand. In fact, half of the U.S. population reads below an 8th-grade level, which means that businesses should focus on creating copy that is at or under that level to keep their audience’s attention. 

    Remember, most people would rather consume information quickly online. So, if the information is too complex, visitors are more likely to leave and get their information elsewhere. 

    Nachum Langsner is the Co-Founder & CMO of LocalBizGuru, a full-service digital marketing agency based in Cleveland, OH. He has over 10+ years of experience in the SEO industry and is a frequent presenter and instructor of digital marketing and SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as COSE, Jumpstart, the Better Business Bureau, Score and the Ohio SBDC at CSU.  
    Share
  • Email
  • Next up: MYB Year in Review: 2019

    MYB Year in Review: 2019

    As we end one decade and start another, we’re taking a look back at ten of our favorite articles from 2019. Which ones make your list?

    In 2019 we explored topics including cybersecurity, using video to market your business, establishing an effective social media presence and so much more. Here is a recap of some of those standout articles.

    Hiring Contract Remote Workers Can Benefit a Small Business if Done Right

    Not having the responsibility to pay for health care and saving on office space are just two of the reasons many businesses are using contract remote workers. Read these other benefits to hiring contractors and how you can have a successful experience for all parties.

    The Benefits and Cost of an Employee Wellness Program

    From reduced health care costs to increased employee morale, there are many benefits of a workplace wellness program. Discover the details behind employee wellness programs: the costs associated, the benefits and examples of the limitless possibilities for these programs.

    9 Ways to Remove Risk from Your Social Media Policy

    Social media is a powerful marketing tool, but it can also open your business up to a lot of risks. Having a strong and clearly worded social media policy can help you mitigate these risks, however. Here are nine things to keep in mind as you put your company's policy together.

    Check Your Fiscal Fitness

    How fiscally fit are you? You should probably already know the answer to this question but most business owners do not. Answer these 10 money questions and find out.

    Don't Act Like a Sell Out When You're Selling

    There are going to be times as a sales person when you'll have to modify your behavior to land a sale. Here's how to make sure you don't modify the integrity of your business and your self-esteem in the process.

    5 Cybersecurity Tips You Should Put in Place Right Now

    On average, a data breach costs the impacted business $3.6 million. And the cost-per-compromised-record is an average $141. If only the companies hit by these data attacks had taken a look at these cybersecurity tips.

    Don't Be a Networking 'Slug'

    Networking receptions can be a powerful way to generate new business for your company. It's a shame, though, how many people create negative first impressions during these events and end up driving business away. Don't be one of these networking slugs: Follow this advice instead!

    5 Ways to End Workplace Dishonesty

    There's a lot to understand when it comes to workplace dishonesty, including the reasons behind it and the different forms it can take on. And most importantly, we're bringing you ways to prevent dishonesty from happening at work in the first place. So click here—because, honestly, you can't afford to miss this one.

    Making Relationships Work

    Before you enter into a new business relationship, it's imperative you really know your new partner. Here is the basic information you need to know, and the proof you need to see, in order to ensure your partnerships work for you.

    10 Benefits of Using Subscription-based IT Services for Your Business

    From ease of scalability to cost streamlining, more companies are looking to subscription-based IT services to help with their technology needs. Take a closer look at other reasons why companies are making the switch.

     

    What was your favorite Mind Your Business article from 2019? Let us know on Twitter!

    Share
  • Email
  • Next up: Help Our Community Be Counted: 2020 Census needs your voice

    Help Our Community Be Counted: 2020 Census needs your voice

    As of August 24, Cuyahoga County’s response rate to the 2020 U. S. Census stands at only 64.6%. The County’s response rate is lagging behind all of our neighboring counties and behind many of our peer counties. The current rate is also lower than the 2010 Census, which was 67.1%.  

    The Census impacts federal representation and funding for things like roads and bridges, health care, education, food assistance and so much more. For every person not counted in Cuyahoga County, $1,814 is lost in federal funding for these programs. 

    • A quick tally of the numbers indicates that over 400,000 people in our County have not yet completed the Census, which equates to close to $762 million in federal funding being left on the table.  
    • Large companies use Census data to determine which markets to move into and which ones to exit.  
    • During this pandemic and subsequent economic downturn, Cuyahoga County’s Census numbers are even more important than in past counts. 

    Business owners are trusted, well-known figures in the community, and we need your voice now. We need your assistance in sharing the importance of the Census with your employees and customers. Can we count on you to employ every communication method in your toolbox for the next 30 days?
    Social media, newsletters, public meetings, signage, door-knocking and outreach events are key opportunities for you to share a personalized message with residents. To learn more about messaging and view a social media toolkit, click here.

    The 2020 Census is a marathon that has just turned into a sprint. Too much is at stake. The time to respond is now!


    Share
  • Email