What is Business Blogging?
When you’re doing business blogging, your blog posts are about a particular subject matter that is related to your business.
Online visibility means that you can be found on the internet. This could mean your business pops up a lot in search engines, on social media, on other people’s blogs as a guest writer, etc.
Business blogging is one way to help get your business in from of the people looking for your services on the internet. A business blog is a marketing channel that helps support business growth.
It does that by driving traffic to your website and providing opportunities for that traffic to convert in some way. Traffic for various posts might convert differently – some aim to turn traffic into leads to hand over to a sales team, others may aim to convert traffic into customers via an online transaction – but ultimately, the purpose of a business blog is to initiate conversions that drive more business.
Why Should Businesses Blog?
To make your website a valuable marketing asset, you need people to see it. One big way to get your website found is through search engines. The more pages your website has, the more chances it has to rank in search engines. The problem is, you don’t just want to throw up random web pages all over your site. That would be a terrible user experience, and your site would quickly become a total mess. Business blogging is a solution to that problem. Every time you post a new blog post on your website, you have a new web page on your website and it’s all housed under your blog so your website doesn’t get cluttered by random pages.
Every time you publish a blog post and create a new web page, you create one more opportunity for your site to rank in search and appear for the queries people are entering into search engines. So when someone asks Google something like, “What is mobile shredding?” hopefully one of your blog posts will show up.
To expand this reach even further, every time you publish a new blog post, it’s one more opportunity for someone to share that post on social media, getting it out in front of a new audience. It’s also one more opportunity for another site to link to your post, improving your SEO.
In-House vs. Outsource Blogging: What’s Right for your Business?
Writing all your blogging content in house can be a lot of work. Oftentimes, blog writing gets placed on the back burner even though it is a large part of marketing efforts. Because of the need for constant blogging upkeep, some companies choose to outsource their blog posts. This means they hire an outside party to write the blog content that will be posted on their blog.
Hiring blog posts to be outsourced may be a simple option but it can also be expensive. There are some things to consider before deciding whether to write content in-house or to outsource your blogging efforts.
In-House Blogging Benefits
Keeps Costs Low
Hiring a freelance writer or setting up a blog management platform costs money. While the price of blog posts varies, the average cost is $50 per post.
Time is also a cost when trying to find the right writer for the job. You must interview for the writing position, assign them pieces you want written, and coach them on the company culture.
Deliver Higher Quality Posts
No one knows your business better than you, making posts more informative and connected to the business. This connection with the business also creates a sense of pride in the blog posts, producing higher quality content.
Outsourced Blogging Benefits
Writing a blog post can take anywhere from 1-3 hours depending on research. If you’re posting the recommended 8 times a month, this can quickly take away time spent on doing other work. Assigning posts and making simple edits to outsourced blog posts takes significantly less time and energy.
Advantage of Authors’ Authority
Finding an authoritative writer can be very valuable. Writers with highly trafficked Google+ pages, Klout, and personal blogs of their own will give your blogs higher authority by association. While you will probably pay more for authority, it could be worth it.
Freelancers are talented writers with high knowledge for SEO and other ranking factors.
Choosing what the right blogging tactic may be different for each company. Size and time are the biggest factors in deciding whether in-house or outsourced blogging is right for you.
Either way, blogs should be constantly updated to help increase the traffic to your website and for a better search engine ranking.