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Is Blogging Important for Your Marketing Efforts?

Posted By American Insurance Marketing and Sales Society (AIMS), Thursday, July 23, 2020


In 1994, while a student at Swarthmore College, Justin Hall created a web-based diary, titled, “Justin’s Links from the Underground,” which provided guided tours of the internet. Over time, this site began to highlight the details of Hall’s life.

And so began the art of blogging.

Fast forward 10 years to 2004 when Merriam-Webster chose “blog” as the word of the year. The next year, the White House granted its first press pass to a blogger. And as of 2020, reports Quoracreative, nearly three-quarters of internet users read one or more of the 500-plus million blogs published on the internet.

But what’s so great about blogging?

Consistent blogging is an extremely effective way to provide useful information to your audience, while also building brand awareness and positioning yourself as an expert in your industry. Here are some convincing statistics from Bluelist.

  • Nearly 6 in 10 marketers say that blogging has brought them more customers.
  • Blogging can help you find commercial insurance prospects. Neary 70% of B2B marketers that blog generate more leads than non-bloggers.
  • Want to increase traffic to your website? Blog regularly! Companies that do attract 55% more visitors.
  • Companies that blog get a whopping 434% more indexed pages on Google.

The statistics show that blogging is beneficial, but exactly how does it benefit companies? Let's take a look:

Blogging builds relationships with customers. Because blogs are written in a conversational tone, they can lead to improved customer engagement and deepen your connection with customers. In addition, offering valuable and helpful content will help build trust and confidence in your readers.

Blogging creates a business following. Blogs that provide expert content are seen by readers as relevant and informative. And being considered valuable translates into being perceived as an established and trustworthy business—and blogs are then shared via email, Facebook, or tweet. Who doesn’t want to be a resource? This leads directly to more visitors, and ultimately, more sales.

Blogging differentiates you from the competition. Not only do blogs tell stories, but they allow authors to share their voices and opinions, begin discussions with readers and elaborate on their issues. This "conversation" between author and reader gives you a more human touch, which translates into a connection that differentiates you from your competitors. 

If you're not already blogging, get started! Here are tips based on Bluelist statistics that will help you blog effectively:

  • Blog readers love listicles — in other words, blogs that include lists.
  • A headline that announces a listicle will attract more readers. Listicle headlines that use odd numbers outperform those with even numbers by 20%. So, a blog headline that promises 8 tips is great, but one that promises 7 tips is likely to get more readers.
  • Who knows why but adding a colon or hyphen to a blog title will increase readership by nearly 10%. Way to go, punctuation marks!
  • Blog posts that include pictures receive nearly double the viewership.

More than half of B2B marketers report that blogging is their best marketing tool. Why not join them?

Tags:  AIMS Society  Blogging  motivation  operations  Social Media  Technology 

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