Why blogging is important (and why you should

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If you are going to launch a digital marketing campaign, you have to be clear about one thing: whatever audience you are targeting, they have all the information on the Internet at their disposal and, therefore, will make increasingly more educated purchasing decisions. That is why one of your main objectives should be to have a space where your potential customers can find all the information they are looking for and need.

According to Hubspot, 78% of internet users research brands and products online before deciding to buy. That means your potential customers are using the internet to search for your products or services and it's important that you are the first option in their search results.

When it comes to being found and driving traffic to your website, nothing is as helpful in the long run as a constant stream of helpful and informative blog posts. It's no coincidence that 60% of consumers administration directors email database improve their perception of a company after reading custom content on its website. It's also no surprise to learn that 78% of consumers believe a company that publishes its own content is more approachable and friendly.

But having a blog will not only help you rank in search engines. A blog that is constantly updated is an important source of leads for your business. A well-written and targeted article will attract people interested in the topic and is the perfect place to include related CTAs that encourage them to start the conversion process.

Companies that write 15 or more articles per month generate 5 times more traffic than those that do not have a blog. Likewise, a study by Hubspot establishes that B2C (Business to Clients) companies that have an active and structured blog generate 88% more prospects than those that do not have a blog. B2B (Business to Business) companies with a blog generate 67% more prospects than those that do not.

But how do you incorporate a blog into your campaign strategy? First, you need to be aware that each of the pieces of your campaign must aim at the same goal. That's why it's important to define who your campaign's audience is and what the message is going to be. Once you've done that, it's a matter of creating supporting content that can fill in the blanks left by the other tools.

Landing pages, CTAs and email marketing are tools that use brevity and conciseness as their main weapon. All three seek to generate specific actions in the target audience to move them through the sales process. In contrast, in a blog article you can take your time and be as explanatory as you need. In a blog you will have a repository of valuable and complete information from which the rest of the tools can feed. Do your clients need a complete explanation of your product? Do you need to make an official announcement? The blog is the ideal place for that.

The advantages are clear. Having a blog is useful not only for a specific campaign but for the company's overall strategy. Not only will it help you increase the number of visits to your website and the number of leads, but it will serve as a platform to provide useful information and, thus, transform your company into a reference and opinion leader in the market. Do you want to know what other actions can help you improve your company's marketing