Let’s put the matter to rest once and for all: your business needs blog writing. Hang your hat on it. Tell them I said it. Understand, though, that blog writing isn’t a quick fix, and it doesn’t provide instant results.

That might explain why so many businesses overlook blog writing as part of their digital marketing strategy. If you stand up a landing page and launch a paid advertisement pointing to that URL, for example, you can start monitoring the results of that action immediately (traffic, conversions, etc.).

Measuring blog ROI is a bit different. Yes, you can track sessions, bounce rate, and other metrics. But a blog strategy takes time to develop and requires that you regularly publish consistent, authoritative content.

Benefits of blog writing

With a blog, the idea is to build momentum over time. It might be six months before you start to move the needle in terms of website traffic, authority, and SEO. But the payoff is well worth it.

Improve your online visibility

The more customers (existing and prospective) that can find you online, the better, right? Regular blog content is a good place to start. According to HubSpot, 69% of companies whose major source of customers was from organic and direct traffic blog at least once a week.Ecommerce - SEO and blogging relationship – HubSpot Research

Expand your brand

Your customers and prospect talk about you. They talk about your products, your customer experience, even support interactions. When the talk is good, they tell a few people. When there’s reason for complaint, they tell even more people.

As a business, you should be constantly looking for ways to influence these conversations. Regular blogging is a great way to do that. Consider this: according to Think With Google, 50% of brand advocates give a comment or like on blog posts every single day.brand-advocates-comments-and-likes research from Think With Google

How often should you blog?

Cadence matters. Aside from the quality and usefulness of your posts, frequency and consistency are most important. Posting three times a year, twice in Q1, and once in Q4 to announce a new downtown office location?

Bad.

Posting relevant and authoritative content once a week, without fail?

Good.

The reason is simple: Google likes fresh. The search engine looks for websites that are active and regularly updated. This includes blog posts.

Whatever cadence works for you, stick to it consistently. And remember: there is no hard and fast rule. According to Hubspot Research data about blog frequency, 33% of e-commerce firms blog at least once a week, while 20% blog once a month. In many ways, your cadence will depend on budget, bandwidth, and objectives for your blog.

Blogging frequency for Ecommerce firms – HubSpot Research

Good blog, bad blog

I’ve been writing blog posts for nearly ten years. What I’ve learned is that the quality of blog posts varies greatly. Determining what constitutes authoritative, well-considered content, and what is just keyword-stuffed fluff churned out by an outsourcing firm, requires a discerning eye.

After all, the internet is a vast and eminently strange place.

Good blog writing has both reader and search engine in mind. A good blog writer understands all the ways that the anatomy of a single blog post can be optimized to speak to both prospects and Google. From title to body copy, target keyword, tags, and metadata—featured image, alt text—a good blog writer delivers complete and polished posts, each and every time.

And each one contributes to your online visibility and brand awareness.

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