Does your business have a blog? If so, are you publishing useful, interesting content on a regular basis?

If the answer to either of these questions is “no,” you’re missing some big opportunities to engage your customers, build brand recognition and trust, and generate leads and sales.

Today, more than ever, content really is king. Why? Consumers want to do business with companies they know, like and trust. Creating valuable, shareable content – especially through a blog – is one of the easiest ways to build connection with your target audience. In fact, 82% of consumers feel more positive about a company after reading custom content!

In addition, blogging benefits your business in many other ways including:

Improves Search Engine Results
Search engines are getting smarter and smarter. Gone are the days when you could pack your site with keywords and get great results. Today’s search engines – especially Google – reward sites that offer users original, informative content. Quantity counts, too. The more often you publish, the more often search engines will find and index your site. Combining quality with quantity is a sure-fire way to bump your site up in the rankings.

Drives Engagement
Surveys have shown that 68% of consumers spend time reading content from brands they’re interested in. When your brand consistently provides value and solves problems for your target audience, they’ll continue to return to your site in the future. The more they interact with your brand, the more likely they are to do business with you and tell others about you as well.

Blog-AnalyticsEstablishes Your Brand as a Trusted Leader
Blogging not only increases your visibility, but also your reputation as a trusted leader within your field. When others view you as an expert, they’re more likely to talk about your brand on their own sites and social platforms. Plus, companies with blogs receive 97% more links to their site than those who don’t – further boosting your search engine rankings.

Creates Opportunities for Additional Content
Sharing your content across different platforms helps increase your visibility and recognition, potentially leading to more sales. Blog posts can be leveraged to create videos, social media posts, emails, press releases and more. This is especially important since it’s estimated that, by 2020, customers will manage 85% of their business relationships without ever talking to a human being!

Generates Leads and Sales
The success of any marketing effort usually comes down to whether or not it helps generate leads and/or boost sales. Research has found that B2C businesses that blog get 88% more leads than small businesses that don’t.

If your blog is collecting dust, or if you haven’t even started one yet, it’s time to get serious about content creation. And remember, both quality and quantity count when it comes to search engines and your target audience. So ensure your blogging efforts are a success by allotting the proper time and resources needed to create quality content on a consistent basis.