Confluent Forms LLC, located in Easthampton MA, is a boutique branding, graphic design, web design, web development, Blogger development, and PHP/MySQL application development firm providing services to customers from the Fortune 100 to local non-profit organizations and academic institutions. Serving Western Massachusetts and beyond.

Your business should be blogging (actively!)

by on February 7, 2013
Last updated on
A lot has changed in the last few years and especially in the last few months where online marketing is concerned. Changes to Google's search algorithms (Panda, etc.), changes to the way Facebook Pages work (pay to reach your fans), new search features (authorship), and much more. But in our opinion one thing has been a constant: good content engages your fans and visitors.


 Some statistics:
  • Businesses that blogged received 55% more visitors than those that did not [*]
  • Businesses that blogged received 97% more inbound links than those that did not
  • In some industries (restaurants for example) 95% of potential customers use search engines to find their target restaurant; within that set 30% convert immediately and 60% convert within an hour
  • For most sites the % of traffic that originates from a search query is 45% to 65% of the total new visitors

Some reasons:
  • Blogging enables you to connect with your fans and customers, continuing your brand story and keeping them engaged
  • Blogging creates fresh content that will increase your search engine presence
  • Blogging creates shareable content
  • Blogging helps establish credibility and trust, establishing industry expertise
  • Blogging allows you to promote a new product, initiative, achievement or other news quickly and easily

Misperceptions on blogging:
  • Blog posts don't need to be long, they can be as short as an image or two, a video, a few paragraphs of text, anything
  • A blog doesn't have to be articles, but can instead be news & event announcements, daily specials, random photos, or any other pieces of content that your company can produce to interact with your fans
  • You don't need to blog every day, sometimes once a week is good enough (depending on your content of course)

Remember that content strategy that we discussed? Blogging can and should be a large part of that strategy. And that doesn't mean ditching any other social media activities and services you might be using (Facebook, Instagram, Twitter, Pinterest, etc.), but it means having content creation originating from a source, that source being under your own domain (for more on this read our post Focus on your Blog, Don't promote the social media services). This isn't to say that your content can't go out to those services, engaging you fans in those platforms, but instead that it should originally be posted on your own site.

Need help setting up a blog and website and keeping your branding consistent? Give us a call!

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3 comments:

  1. Great advice, glad that I subscribed to your posts. BTW, in line with what you're suggesting, I've been providing my podcast / blog email subscribers with additional weekly content that is posted to a website page or PDF. I've been getting good feedback from my subscribers -- and SEO benefits -- since this content is posted on our domain, as you suggested. I'm also going to be posting podcast interview transcripts in the same way. Thoughts on this?

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    1. Hi Stephen, I think the best method is to continue to post the content as blog posts, but perhaps also figure out a way to integrate them also into static pages within your site even if it's just a "This week's popular" or "Best of" type lists. That way search engines will re-index those static pages which might be languishing because they're not updated often/ever.

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  2. Hi, David. This has always been one of the most important points that I raise with my clients. I always encourage regular blogging because no matter what algorithm change comes along, the search for high quality content remains the same. It will always keep a website going. So, thanks for reiterating this again.

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