Thursday, January 10, 2013

The Importance of Being..... a Blogger!

The Importance of Being..... a Blogger!

Aidan Lawlor - SEO & Search MarketerAt the moment I am looking for a new role within the Search Marketing World. 

I am currently in the middle of an interview process with a major marketing firm. 

Part of this interview process involves a role play. So in preparation for the role play and going by the information I was given by the company, I have done some research and come up with what I think is a definitive list of reasons why blogging is necessary for business:

  • Why Blogging is so important for business?
  • Where to come up with valuable content?
  • How long it will take to write posts?
  • How long it will take before you start seeing results?

I must give thanks to the following people and companies for information I have used below. Half of it has been curated from really great sources and the rest is my own thoughts on the matter.

So thanks to HubSpot for all their great e-books (I’ve used a lot of their stuff below), Markus Sheridan, Search Engine Land, and Jeff Bullas. If you find some of your gems of wisdom below and I haven’t mentioned you here then I truly apologise. It is unintentional.

The brief was as follows:
  • An marketing employee will be charged with writing 1 blog post per week.
  • They have no experience creating content.
  • They want a little more understanding around blogging.

    • Why Blogging is so important? Why a company MUST do it!
    • What you can write about?
    • What value it will bring your company?
    • How long it will take to see results?

Here we go...

Why is Blogging Important?

  • Companies that blog have 55% more website visitors
  • B2C Companies that blog get 88% more leads per month than those that don’t
  • B2B Companies that blog get 67% more leads/month than those who don’t (all data provided by HubSpot)

This data shows that blogging is a critical piece of inbound marketing which brings better business results.

SEO Benefits of a having Blog 

    The Benefits of Blogging for SEO
  1. Helps you Rank in search engines because fresh content is rewarded by Search Engines
  2. Helps you ‘Get Found’ when people search for industry-specific products or services that you are writing about.
  3. Enables you to attract organic traffic (free traffic. Non paid)
  4. Helps familiarize people with your business. Increase brand awareness.
  5. Great content will get you inbound links.
  6. People want to link to something that will educate, entertain, and provide value to them and their peers.
    • People don't necessarily want to link to companies or products. That’s impersonal. 
    • People like to know who wrote the article, what’s their background and if they are influential. Links are the backbone of good Page Rank and in turn this will pass link juice from your blog to your main site as they will be on the same domain. (always have your blog on the same domain as your website or as a sub-domain) 
    • Make sure you own your own domain. Do not use a blogging platform unless you host on your own domain or use a 301 redirect.

Blogging creates more webpages to get indexed

How Does Blogging Help Me in Google & Bing?

Every time you write a blog, you’re adding 1 more page to your website.
So the more blogs you publish means more pages on your website.
With more pages on your website = more pages get indexed by the search engines. Which they then display in their results which in turn will increase your chances of being found by users. 

Once on your Blog, we want to turn these prospects into paying customers.

Lottery Ticket

More blog posts gives you more chances of winningIf you think of your website as a Lottery Ticket. With a blog, it is like having another lottery ticket.
And the more blog posts you have = the more lottery tickets you have. Which increases your chances of winning.
And winning means = More people finding your website when they use Google/BING/Yahoo
More traffic = More opportunities to create relationships = More chances of winning customers

Google Plus

Google Plus for Blogging
By creating a (i) Google+ Profile for the Blogger and (ii) Company Google+ Page and linking both to the company blog/website will increase CTR.

When the Blog is found in the SERP's it will have a nice head-shot and a little bio about the author (rel=author). This will get more people clicking on your blog than just having a simple Blog Title and Snippet. 

Human nature after all is curious. Having a picture of the author will help future customers relate to the company. It will give the company a personality which in turn will help create a relationship.

How Does Blogging Help Me and My Company?

Blogging PersonalityEngage Customers in a Dialogue and have a Personality

Have a conversation with your prospects and create relationships by allowing them to leave comments on your blog.

Be a Problem Solver

Name the biggest problems your customers have. Write about those problems and solve their problems.

Albert Einstein

Be a Thought Leader

Use your blog to showcase your expertise on a given subject. Inject your knowledge of the industry into your blog posts.

Write about Topics that Differ from your Industry

Allows you to write about topics not necessarily associated with your industry. It gives you the freedom to write from a personal perspective and maybe link two otherwise not connected topics that will help users better understand what you offer and how you can help.

Blogging Earns TrustEarn Peoples Trust

71% of people say blogs affect their purchasing decisions. So, if they trust you they are more likely to use your service or buy a product from you.

Enables you place Calls-to-Action in order to Generate Leads

By placing CTA’s that are contextual in a banner, in your blog post itself or sidebar allows you to show the user what else you can do to help them. The reason you are writing the blog is to get people to your site. Once there we need to offer them something. After all “If it don’t make money, it don’t make sense”
Make sure you are matching the content you have written to the offer you want to highlight.
All this increases CTR and hopefully win you paying customers.

“CTA, is a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel”

Blogging is like fishing with a net. Huge reach.



What Will I Blog About?

What will I blog about?This is one of the biggest questions asked by newbie Bloggers when asked by their company to contribute 1 or 2 blog posts a week for the company blog.

It can strike fear into anyone. To sit there in front of a blank computer screen can a very daunting task.

Finding topics to blog about is one of the BIGGEST challenges bloggers face. But it doesn’t have to be that difficult.

  • Remember - We blog to educate. 
  • Think of your reader/potential customer when you write. 
  • Try and answer questions or solve problems or at least be entertaining J

(As I did this report for a Recruitment Agency I have given some examples for that industry below)

Start Your Blog by:

Answering Some of the Most Popular Customer Questions.

  • How to I create the best resume? What format is best?
  • 5 Tips on creating the best cover letter. What words to use what words not to use?
  • LinkedIn Profiles: 10 things you must do to get that dream job.
  • 3 biggest interview mistakes that you must avoid.

Reviewing Industry Trends.

  • What are companies looking for in new employees?
  • Degrees? Masters? PHD’s?
  • Are they looking for a good work life balance?
  • Hobbies? 
  • Personality? 

Doing Brief Interviews with Experts from your Organization.

Everyone has a story to tell. Any conducting interviews with colleagues will not only give you great content you might actually learn a bit too and create a better bond and office environment. Who knows? You may learn a lot more about the people you spend every day with.

Using Long-Tail keywords.

(e.g.) Dental Hygienist Resume Best Practices. For an industry like recruitment the most sought after words will be highly competitive. So start by targeting the long-tail words.  This will increase your chances of the landing on the first page of the SERP’s and once there, getting quality links from high PageRank and Domain Authority sites.

Repackage old content to blog Repackage Old Content.

Old brochures, old company stories, old whitepapers, old e-books, videos & webinars. See can you update them to make them relevant for today’s market.
Do they still answer some of today’s questions?
If not….update them!

Think of Any Question ever Asked to Anyone in your Company from the Outside.

Write them all down. Get all the answers. Publish! You’d be surprised how much information that you can get this way.

Brainstorming for better ideas


When you suggest a blog post to the brainstorming group, people will react if they are interested in the topic. If they don’t react to it, it’s not really going to drive that much interest for the larger audience either.

Guest Blogging

They will gain exposure beyond their normal readership and attract inbound links that can help them rank better in search engines. Guest blogging is also a great way to begin a co-marketing partnership and build a strong relationship with industry influencers.


You need to make sure that you’re adding some layer of value for your reader by curating the information in the first place. Most people are going to be really flattered if you want to share their content. And it’s a great opportunity to build a relationship with them.

Blogging Calendar

Create a Content Calendar

By having a calendar you will be able to plan ahead and not panic when the time comes to write another post. Planning ahead will also allow you to think about your post and will enable you to write a better piece

Photos can be a great source of blogging content Take your camera everywhere

No-one said it had to be all text. Take some interesting photos of your office environment, funny scenes, day-to-day business. People like to see the human side behind a company. By taking photos you can show the world that you are not a big commercial entity but a place where we think about improving people’s lives. Lives like ours.

Does Blogging take a long time? How Long Will it Take to Write a Post?

It all depends really. 30mins to 2hrs for your first few posts but after that it should get a lot easier.

Ask the potential blogger if he/she read any blogs now?

If they do read blogs. You can ask them….

What attracts you to the stories?  

The Titles?
The Author?
The Format?

If you can get them to understand why they read certain articles and stories in a magazine or newspaper, you can get them to start using these writing styles in their own blogs.

What entices them about these stories?

This will help them to understand how to structure their own blog.

Coffee and Blog instead of Coffee and NewspaperTo educate them further about how to write blogs and how to format them so people read them, you can start by asking them to read blogs about their industry and also blogs about things they like to do in their spare time (hobbies, interests etc.)

Instead of reading the newspaper with a cup of coffee for breakfast. We want these 'creative geniuses' to read blogs. We want to substitute the newspaper with blogs. Get them reading as much as possible and after short while they will begin to see what works and what doesn’t.

How Long Will it Take to See Results?

3-6 months. It may take shorter. It may take longer. But going from experience I believe 3-6 months is the standard time frame before you start seeing a big jump in traffic to your site and also an increase in Page Rank and ultimately an increase in Domain Authority.

Blogging is now part of your daily job. It is not a campaign. It doesn't end.
This is not a marketing campaign. This is never ending. It doesn’t have a start date and end date.

This is part of your day-to-day job from now onL.


Blogging Take Aways!

What will Blogging do for my Business?

  • Helps get you indexed by the search engines which in turn helps you get found by customers.
  • Enables you to have a voice and a personality.
  • Enables you get quality inbound links.
  • Enables you improve PageRank and Domain Authority.
  • Paid Search, once used, is gone. Gone forever. Paid Search is for the short term.
  • Blogging is FREE and will have a greater positive long term effect on your business.
  • Enables you to solve customer problems and in turn build trust.
  • Enables you to create meaningful relationships.
  • Enables you generate leads and win customers.


Now get cracking and start creating 'remarkable' content that educates and provides value! You can do it!


I hope I have given you some insight on the benefits of Blogging for Business.

Why a company, business or individual who wants to be successful needs to BLOG.

If you think I have missed anything in my post then please let me know.

If you agree with me or if you disagree with everything I have said then please leave a comment.

Any comment good or bad is welcome. If you would like to share this with anyone then please do so too.

Aidan Lawlor

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