Why and how to create a blog for a company?

What are the benefits of a professional blog?

A website is one of the essential elements that represent your business. It can be one of the first places where the customer or other businesses learn about your product or service. Blogs take a prominent place in content marketing strategy because it is the part of your site that you update most often with new articles and information to retain readers.

If the blog surely monopolizes precious resources, this work is not devoid of interest in terms of profitability. It's often through blog content that you first drive people to your site and start building your brand's audience. Discover the main advantages of creating or developing a professional blog!

Generate traffic and revenue through a blog

Creating a blog will help you improve your SEO strategy by boosting your site's positioning on search results. Indeed, blog posts respond to many searches and very specific search intentions. The more SEO-optimized content you produce, the more your blog will rank for a variety of keywords! Blog posts should target strategic keywords for your business and will also be used for other pages on your site.

By allocating resources to your content strategy and blog, you'll regularly post new content that covers topics people want to learn more about. Relevant, useful, and well-written articles will help establish your business as an authority in the field.

When site editors or web surfers find your blog content useful, they naturally link to those articles – improving the number and diversity of backlinks giving your site more weight. These advantages will help boost your SEO, and therefore your visibility.

Blogs also boost your business. Content produced and widely distributed is proving to be a great way to attract new customers. A blog gives you a platform to regularly post content with advice, opinions, news, or events from your business or industry. As customers follow your blog, they will respond to this constant flow of relevant and targeted information, which helps build loyalty and trust.

Maintain the relevance of your website

An important factor in ranking in search engines, namely Google, is being timely and relevant. Google wants to provide the best possible answer to its users' questions, and it assumes that an answer provided recently will be more accurate and relevant than three years ago. A regularly updated professional blog will have a better chance of being well positioned.

Indeed, blogs are a quick and much easier way to update your websites. Keeping your content current tells Google that your website and brand are active and offer current resources.

The advantage of a professional blog is to respond to a major SEO issue: search intent. Search intentrefers to the motivation “for which the Internet user is looking for a keyword or an expression (group of keywords). A person can thus carry out a search to obtain an answer to a question, find the official site of a brand to find out more or even look for a specific product before buying it” . Today, some queries automatically (or almost) generate a list of blog posts as a result page. So, let’s take the case of SEO:

The “Natural referencing” query offers definition type results. Internet users are looking for information on what the term means.

The “Natural SEO Agency” query presents much more commercial pages. Internet users seek to choose a service provider.

The request “Improve natural referencing” generates lists of “tutorial” articles. Internet users are looking for advice to take care of their SEO.

A blog will be able to position itself on certain queries in addition to a commercial page or “business” page. In short, a professional blog provides the means to position yourself on a large number of keywords.

Educate your audience

Blogging remains the most effective way to post content that engages, educates and matures your target audience and helps them make more informed buying decisions. Awareness makes it possible to better value an offer, a service or a product.

For example, how could smartphone manufacturers sell so many devices without explaining technological innovations? Beyond the price, educating your audience allows you to stand out from the competition, highlight your benefits or possibly reassure potential buyers.

This “mini-training” helps the sales process because people who decide to fill out a form, book an appointment, or download a catalog are more likely to be ready to take action. purchase later.

In fact, 70% of B2B buyers say they've come into contact with at least three pieces of content before making a purchase.

Establish thought leadership and build trust

By posting valuable, high-quality blog posts, you also help establish your position as a thought leader in your industry.

When you talk about your product, service, or industry candidly and in detail, you show that you know what to talk about. You are an expert in your field, not just someone reciting a sales brochure.

Sharing this knowledge builds trust with your audience and, in turn, makes them not only want to do business with you, but feel more comfortable doing so.

How to create a professional blog and make it known?

Now that you know the challenges of creating and developing a professional blog, it's time to take the next step: how to create a professional blog? Knowing how to make your business blog known allows you to develop its visibility and its acquisition of qualified traffic. Thus, you give yourself the means to achieve your goals.

Optimize the SEO of your blog

As already mentioned, one of the greatest advantages of writing content is to be positioned on search engines and therefore to gain visibility. Just because you have a blog doesn't mean people will magically read it.

In simpler terms, no one will find your blog if it's not optimized for search engines and you don't think about SEO.

To gain organic search engine traffic, you need to identify a target keyword for every blog post you write. By implementing semantic and technical optimizations, you give yourself the means to get noticed. To do this, do not forget to include the targeted keyword in the title tag, meta-description, Hn tags or Alt tags. Semantic optimization around this keyword using specific tools will also be welcome. By doing this, you increase your chances of ranking higher in search engines.

The higher your ranking, the better. The first 3 positions on Google concentrate about 75% of clicks.

Hire a copywriting agency

If you want your business blog and branded content to be successful, you probably need to get help from a writing agency or content agency or hire someone in-house. This last solution is often the most expensive even if you have a full-time content manager. In addition, an expert content marketing agency will be able to mobilize various profiles to meet all your content production needs: copywriter, designer-copywriter, graphic designer, web designer, video editor, illustrator... An agency remains the best way to take charge of all of your branding and create a blog that achieves its goals.

Content marketing is time-consuming and precise work that must be committed over the long term. Content creation and management takes time to be as efficient as possible. The accompaniment of a web editorial agency often allows you to have a more or less important rhythm of publications.

Not only will an editorial agency help you create your editorial calendar (choice of topics, keyword targeting, editorial line, etc.) and regularly publish high-quality content. A good content agency should:

• Be obsessed and passionate about creating relevant content that accurately reflects the true tone and spirit of your brand.
• Identify good ideas, opportunities and the best topics to cover on your blog
• Monitor the SEO performance (positioning, traffic, conversions, etc.) of your blog in order to constantly adjust your corporate blog strategy
• Update and optimize existing blog content to improve performance (mesh, semantics, content, etc.)
• Develop a blog editorial plan in line with the objectives of your content strategy
• Be sure to include links and incentives to convert traffic into business

Putting your buyer's questions and concerns first

Once you have your content agency, it will produce the right blog content. One of the great strengths of having a content specialist external to your company is that they provide decisive perspective. Indeed, paradoxically, the content of your professional blog should not talk about you – or not only about you. Blog posts are what your target audience wants and needs to read to move further along the customer journey or lifecycle. Imagine your blog as an accelerator of your conversion tunnel.

Your buyers are focused on their own goals and needs. If your blog offers quality articles that address their concerns, questions, and interests, it will help them make the most informed buying decisions. Addressing these topics holistically will help potential customers find you when they're looking for answers and see you as a trustworthy thought leader.

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