Why Blogging is Important for Your Business

Creating remarkable content is one of the core components of inbound marketing, and one of the best ways to generate a steady flow of fresh content is by publishing a business blog. Still, while many businesses are starting to recognize the powerful impact a blog can have on business success, that doesn’t mean they’re all doing it – or doing it right.

Inbound marketing experts will tell you that blogging is only one tool in the inbound marketing playbook, and that’s true. But it’s a crucial one. Because it WORKS. HubSpot research indicates that companies that blog generate 55% more website visitors, 97% more inbound links, and have 434% more indexed pages than companies that don’t blog. Companies that blog generate 126% more leads than those that don’t. And blogging is regularly linked to higher ROI.

Avoid these common blogging mistakes

Whether you’ve only just decided to launch a blog for your business or you’ve been blogging for a while, here are five common business blogging mistakes you can avoid.

1. Not integrating your blog with your website – your blog is published on its own domain, separate from your company’s main website. Even worse: your blog is published on a free blogging platform’s domain such as Blogger.com, wordpress.com, or Typepad.com. Not integrating your blog with your website can negatively affect search engine optimization, cause branding inconsistencies, and send visitors to a site that’s separate from your home website.

2. Publishing too much product-centric content – if the content on your blog is too heavily focused on you—products, services, achievements, and why you’re awesome—and it’s seriously lacking in thought leadership, visitors will grow tired of the self-promotion. This will be an especially big problem if visitors are coming to your site for educational industry content.

3. Publishing inconsistently or infrequently – research from HubSpot shows that the companies benefiting most from business blogging are those that blog frequently and consistently. According to HubSpot, businesses that blog at least 20 times per month generate over five times more traffic than those that blog fewer than four times per month, and companies that blog at least 20 times per month generate nearly four times more leads than those that don’t blog at all.

4. Publishing off-topic content – your blog is unorganized, all over the place, and lacks a concrete, unified theme. Without a clearly defined purpose and focus, your blog will suffer. If you’re expecting to generate a community of subscribers, readers, and fans you’re hoping to someday nurture into paying customers, you need to give them a reason to keep coming back.

5. Offering no content variety – your blog is a monotonous stream of the same type of content, offering no variety and boring your readers to death. While people crave consistency in focus on blogs, you also need to keep them interested through the range of information you present. By not offering variety, you’re limiting the reach of your content only to people who like consuming information in one specific way. Plus, a one-track blog can get really boring.

(SOURCES: I/O Inbound Marketing PowerPoint deck & “15 Common Business Blogging Mistakes” from HubSpot library)