In a previous post I reported that Robert Scoble, a well-known former blogger and technology evangelist, had decided to stop writing a blog because “the world has moved on, and it is on social media”. Giving up his blog may have been the right decision for Scoble, but if you are looking to build your brand through digital, a good blog can improve your success.


A wider reach for your website – The Internet is a vast environment, and it is easy for your company to get lost in all of the available information online. However, according to HubSpot, websites with blogs have 434% more indexed search engine pages and 97% more indexed links than sites without a blog, increasing your online visibility – which means it’s easier for prospects to find your business online. Companies that blog fifteen or more times per month report five times more traffic than companies who don’t blog.


Increased confidence and trust in your brand – Blog posts convey expertise better than advertising. They create a conversation with your audience, engaging them and building confidence and trust in your brand. Ads, on the other hand, are considered by many to be marketing pieces designed to increase sales – they are less trusted: 70% of consumers prefer getting to know a company via articles and blog posts rather than ads, and 60% feel more positive about a company after reading custom content on its site.


Blogging increases revenue– Perhaps the most important reason for blogging is its ability to increase revenue. Companies who have made blogging a priority in their marketing plan generate 67% more leads and are 13 times more likely to drive a positive return on investment than those who rely on other marketing activities.


So what are you waiting for? Start a blog today and demonstrate how much you already know about your industry.

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