You have a website and you're selling something there. That's great. But why stop just there?
On the internet, your product is competing with many others that are similar. With many people using search engines to seek what they want, you need to get yourself seen when search engines answer their queries. One of the way is by using content marketing strategy.
And one of the focus of content strategy is to make your products to rank for more keywords. And this is where a blog can come in handy.
From small businesses to big enterprises, from e-commerce to self-service services, websites tend to have finite keyword set. When you want to market your product on the web and to search engines, this is a constrain you need to deal with. Realize it or not, the finite keyword is dictating what you.
By having a blog, you can showcase not only your products, but also you expertise in the field. While this is to also ensure that your business meets Google's quality guidelines, it will also relieve your finite keyword set constrain.
In short, by having a blog on your business website, you have the chance to explore more possibilities, while at the same time leveraging your knowledge.
Targeting More Keywords
A blog can expose your business by making its web pages to appear more frequently on search engines' results pages (SERP). Search engines will also rank your pages accordingly, making them to show more often on more user queries.
By having your web pages to appear more frequently on search engines' SERP, you will have an increased chance in directing your visitors into the conversion funnel and also increasing your click-through rate. This is because your website is making use of not just common short-tailed keywords, but also long-tail keywords that target more specific audience.
Further reading: Rank Higher With The Best Keywords That Matches Your Contents
Becoming An Expert
When you want to create a blog post, you need to ask yourself what your consumers want, and what they search on search engines before they ever think of your product.
To potentially increase sales, you need to do a thorough research on your potential consumers' behavior. And here your blog posts need to educate them by offering contents that persuade them to your brand's capabilities. The goal is to make potential consumers to have your brand on their mind when it comes to the time they need something that you can do in particular.
In order to make this happen, your posts need to be both educational and persuasive. They should align with your brand's mission.
While publishing content on topics of your expertise will help you in growing your keyword set and showing yourself as an expert in the field, the best way to get more influence is to also relate to other topics.
Being Featured
Having multiple pages to appear on search engines' SERP also increases the chance for being featured on snippets and quick answers.
While having your pages depend on proper structured data markup to appear as snippets or quick answers, it is up to Google's own algorithms to determine, But the benefit aren't limited to that. Even if your pages don't rank on the first page, it can still appear above all other search results.
Conclusion
Content creation, particularly blogs, can help you a lot in expanding your brand's visibility on search engines.
As an added benefit, the more regular your post new contents, the more frequent search engines will crawl and index your website. As for Google and other notable search engines, adding fresh contents regularly is one of the consideration in ranking your website in search results.
What's more, if your business website is plain and "dull", a blog can be a way to make things a bit easier for consumers; it can be a place where you can show some 'fun' and also a great strategy to augment potential customers' thoughts towards your product offering.
Creating and developing blog content should be regarded as a long-term investment, so don't expect results to show quickly.