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Mike Lieberman, CEO and Chief Revenue ScientistThu, Sep 8, 2016 5 min read

Why is Blogging Important?

{}By now, you’ve probably heard that blogging can make a huge difference for your company. Still, you may be tempted to focus on other initiatives instead of creating and posting content. After all, if you’re mainly focused on generating leads and signing new clients, why is blogging important enough to take priority over other aspects of your organization?

In reality, though, blogging is one of the best ways to expose your brand to new audiences. If you can generate enough high-quality content to raise your ranking on search engines and establish your business credentials, you won’t have to undertake the hardest parts of recruiting customers. Instead, they will flock to you, making the whole process easier. With that in mind, here are a few reasons why blogging is important to your enterprise.

It Helps You Gain Exposure

It’s easy to see why search engine rankings are important. As soon as people run into a problem, they tend to log on to Google, Yahoo or Bing to find the solution. If your name is among the first to pop up when a potential client searches for a product, they’re more likely to contact you or even patronize your business.

Search engine optimization (SEO) involves many factors. Blogging is important because it can help you achieve many of them. When ranking results, these engines tend to prioritize companies with a proven reputation, as well as sites that align with the relevance of the searched terms. Using applicable keywords in your blogs will ensure that they place highly, while others will link to your content if it’s outstanding enough, boosting your respectability and your ranking.

It Lends You Authority

When people search for a product or service online, they want to know that they’ll get the best value they can while staying within their budget. As a result, they tend to look for merchants that have a high degree of credibility among their peers. If industry professionals acknowledge a company’s quality, it must mean that its goods are worth buying.

Blogging is important for this reason. It can establish that your business possesses this authority. By maintaining a regular stream of articles, you’ll be able to show your readers that you are not only informed about your occupation, but also that you’re skilled enough to be able to write convincingly about it.

Professional bloggers agree: you won’t attract visitors with shallow, meaningless content that they can find elsewhere. And if you can’t attract readers, you can’t convert leads. Instead, your blog posts need to be specific, well-written, and knowledgeable. Feel free to delve into the nitty-gritty aspects of the topic, and don’t worry about alienating your audience. If they’re looking for basic information, they can probably intuit it from other articles on your site, while the more advanced articles will please anyone who’s been scouring the web for an in-depth guide.

You Get to Know Your Audience

People tend to trust those they already know. If they have a choice between a stranger, about whom they know nothing, or a familiar presence who displays personality and charm, they are almost certain to go with the latter option. Your business has to create this closeness with your audience without technically ever meeting them. If your website has a long blogging history, readers can scan through the posts to get a general sense of who you are and how you operate. In doing so, they will learn about you and what you can offer them, making them more likely to employ your services.

But you don’t have to wait for them to stumble upon your website. You can disseminate your blog posts to interested readers through your social media channels. This won’t just keep regular customers up to date on your products and services. It will also help you to attract new ones, as potential clients tend to trust regularly updated social media channels rather than those that only feature occasional updates.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.