Blogging for Inbound

Why you should be writing blogs

We’ve all heard the phrase, “content is king”, but when it comes to your inbound marketing, it couldn’t be more true. It all comes down to engaging your audience with content they want, when they want it, and that includes everything from videos, to tweets, to podcasts and more.

Blogs are no different. As part of your inbound marketing strategy, your blog should be jam packed with information, and designed to deliver value in order to “attract” customers to your website.

So why is this important?

Well, according to HubSpot, websites with blogs have 55% more visitors than those without. More visitors mean more opportunities to convert those visitors into leads. And from there, you’re one step closer to converting them into customers.

Let’s take a step back and take a look at how blogging can help you with your inbound marketing customer journey, which moves through the four stages of “Attract, Engage, Convert and Delight”.

1. Blogs attract visitors to your website


While first time visitors are potentially still early on in their buyer’s journey, this is a key opportunity for you to attract and engage these visitors with content that addresses their needs. Of course, key to attracting them is ensuring that you are actually found online and this means creating high quality content that is search engine optimised (SEO) for queries. To do this, make sure your content is well written, educational, and offers your potential customers the solutions they’re looking for. Be sure to include keywords or phrases for topics that are relevant to your target audience, and then share your content on social media to increase its reach.

2. Blogs encourage visitors to engage

As they start to engage with your content, visitors to your site have the potential to become leads. Make sure your content is written with the buyer persona in mind, and offer them value at every turn with information and solutions they’re looking for. Don’t forget to include internal links that take visitors to other pages on your website. These not only increase your opportunities for engagement but help to improve your search engine rankings too. Finally, add a call to action (CTA) for visitors to sign up for an ebook or special offer, as this indication of interest allows you to start talking and marketing directly to them.

3. Blogs drive conversions

When your website visitors have given you their details, they are now considered “leads”. To quote HubSpot again, businesses that have blogs get 67% more leads than those that don’t. This is where your blog becomes your silent salesman, as you shift your focus to converting these leads into customers. Use it to highlight your products and services, and explain how they can help solve your potential customers’ pain points. Writing regular blogs that are filled with useful information will build your credibility and authority, while building your brand visibility and reputation online reputation. From there, it becomes much easier to convert visitors into leads and customers, as people are more likely to do business with brands they trust.

4. Blogs are key to delighting your customers

Once you’ve converted your leads into customers, how do you keep your brand top of mind and keep them coming back for more? Keep your blog customer-focused and always offer content of value. Highlight additional services that they may need further down the line, provide tips on how to get the most out of your products, or complementary products that will work with the ones they’ve already got. Turn them into loyal fans and proud advocates of your brand, as they share their experiences and use their social influence to attract new customers on your behalf. 

Of course, there’s a lot more to inbound marketing and content strategy than just blogs, so if you’d like to find out how you can take your inbound campaign to another level, let’s chat about how we can help you get found online.