Blogging is one of the most important parts of running a business. If you’re not blogging, you’re missing out on generating organic leads and driving traffic to your website.

According to statistics from Hubspot’s Inbound Marketing Report, 57% of companies who have an active blogging platform acquired at least 10% of the customers from their blog. The same study shows that 81% of businesses reckon that their blog is a critical sales force behind their businesses. Blogs are the most cost-effective marketing instruments.

What are the benefits of blogging and what do you need to keep in mind when you write your next post?

Blogging is the best way not only to connect you with your audience but also it helps you to establish yourself as an expert in your industry. Over time, by providing your potential customers with valuable useful information, you can gain credibility and increase customer conversion rates. Build trust by being a source of information. If you start to build up the expertise in your niche, customers will go to you as a reliable company when they are ready to buy.

Blogging builds brand awareness and allows people to connect with the values and principles of your business. Your blog is the core of your online marketing strategy – the more meaningful content is on the website the more search engine traffic you get. Write for your current clients and the topics they’re interested in, pay attention to their needs and use every opportunity to show how you services or product improves their life. A blog can create a two-way conversation with your customers and it’s a great opportunity for you to learn how you can improve your business. Ask their opinion at the end of your posts to get the conversation going. Make sure you reply to all comments, it fosters relationships with potential and current customers.

Using blogging platforms like WordPress and online analytics tools you can track the traffic sources, popular topics, even the behaviour of the readers when they click-through your website and time they prefer to read it. This data can give you information about how to structure and place the content to reach your customers.

By blogging consistently, you constantly give Google new content to index and create an opportunity to include the keywords to increase your visibility. Google likes and rewards the frequently-updated websites with fresh content by giving them more exposure in the search results.