Why Does Your Business Need A Blog?

Blogs are all the rage these days, especially in business.

Seriously though, is it worth your time? Or, is blogging just another bandwagon social media vice?

I’m going to have to go with the former, except that I’ll add a big “BUT.” So, blogging is worth your time but you have to know how to use it as a tool.

According to Jay Baer, founder of Convince and Convert, blogging is only effective if you’re able to measure the effect of your blog. In other words, “Set some success metrics,” as Jay says.

Start by deciding on the purpose of your blog. Are you blogging to add content to your website? If so, your goal is to layer in as many keyword as possible in order to drive traffic from the search engines to your site. To measure your rate of success, you’d track the number of users clicking over to your site from organic search listings.

If you’re blogging for lead-generation purposes, then your goal is to convert your blog readers to leads. In other words, direct them to your sales funnel. In this case, you’d want to measure the number of clicks you get on whatever link it is you’re promoting.

Or, you may be blogging to build a community of readers. Here, your goal is to encourage interaction via comments on your posts. Your goal might also be to encourage readers to spread your message via tweets or Facebook posts. To measure, you’d look at the number of comments you get on your blogs as well as the number of times people re-post things you’ve said.

Once you know the purpose behind your blog and have a way to measure your progress, you can effectively gauge whether blogging is a worthy investment of your time.

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