Why Should You Have a Company Blog?

Sometimes it can feel impossible to drive new sales to your company. Paid ads have lost their potency and it’s hard to cut through the noise on social media. 

All is not lost. Content writing is what keeps your customers coming back for more. When you see your traffic on one blog post grow year on year, you’ll understand the power of evergreen content. Setting up a company blog is one of the best ways to generate new leads, as long as you have a long term view.

How do you know a company blog is for you? If you’ve got a customer base and a product or service to sell, you should be investing in a blog.

We’ve got everything here to help you get started.

What is the purpose of a company blog?

A company blog provides useful information for your targeted audience, and lets potential customers know about new product launches. A regularly updated blog that uses SEO keywords can drive new traffic to your website and increase sales.

A company blog is the new customer service. You want to be helpful and relatable to your customers, but all of your business is online? A company blog with helpful tips and advice in your niche gives you a friendly face and adds value to your reader’s life.

Blogs can also be a great way to establish your company as a subject matter expert. You know your stuff, but customers don’t until they hire you. A company blog bridges that gap by showcasing your knowledge, building trust in your future customer base straightaway.

How does a company blog help generate sales?

If a company blog is SEO-optimised and includes a call to action (CTA), readers will be funnelled to your company’s sales pages. A regularly updated blog can boost brand awareness, attract new customers and push your company higher up on Google search rankings - which all drives business.

People usually search for stuff because they need help. Tell your audience you know how to solve a problem they’re looking to fix. Add in a CTA, and you’ve got yourself a way of driving traffic directly to your landing pages whenever anyone clicks on your post.

Blog posts are permanent pages on a website. Investing in a quality copywriter that understands SEO and keyword phrases to boost rankings and traffic is a good investment for your marketing strategy.

How much does a company blog cost?

Copywriters charge in a range of different ways. Some charge per word, some per hour and others a retainer basis. If you want four 1,000-word blog posts a month, expect to pay between £1,000-£4,000 for a copywriter’s services, depending on how technical your company's industry is. Some freelancers will throw in a discount for fixed packages or long-term work.

What you want the copywriter to do past writing the thing is up to you. They can do keyword research, SEO optimisation and image sourcing, depending on your brief. If you’re stuck, take a look at our guide on hiring a copywriter.

If you're in the financial services, fintech or wealth management industry, we might be a good fit for you here at Hedge. We’re a content and copywriting agency specialising in the finance vertical. Book in a call if you want to chat.

Blog myths busted

Still not convinced company blogs are the way to go? We’ve debunked some of the most common myths about blogging below.

It’s not a journal anymore

Gone are the days of teenagers pouring their heart and soul into online diaries (They’re making bank shilling brands on social media now, so they must’ve been on the right track).

A company blog is a window into what you offer your customers, how you can help them and why they should trust you with their hard-earned cash. It’s also a seriously effective tool in generating leads for months or even years to come once your post ranks highly on Google.

Only short posts work

Honestly? If you have a blog filled with 500-word posts and nothing else, it’s going to look as if you’re not that invested in your audience’s needs. Sometimes a topic, especially complex ones, needs some long-form content to explain it properly. Doing a subject justice is more important than sticking to a word count.

A well-researched blog that’s on the longer side won’t hurt your SEO rankings, either. If anything, an informative article that tells your reader everything they need to know is going to have more traffic.

Blogs are for instant success

A company blog is definitely a long term investment rather than a short-term quick fix. What really drives people to a website is consistent posting and high quality content. If you’re starting from scratch, it’s going to take some time to build up trust with your readers, and Google itself. It doesn’t just rank anyone, you see.

Think of your company blog as a longer-term marketing strategy. It will pay off in the long run if you’ve thought about keywords, SEO and hiring a good copywriter to keep posting for you.

You have to post often

Remember, this is your company blog and you get to decide how many posts you want to write. Don’t feel that pumping out content for the sake of it is the answer. Don’t forsake quality for quantity.

Sure, if you have a big enough team of copywriters to help you post more, then go for it. Many of our clients hire us so that they can scale quickly without the need to hire and manage a full team of writers themselves. 

But there’s value in just a few posts each month. HubSpot’s latest report found B2B businesses that only post blogs twice a month get 70% more sales leads than those who don’t post at all.

The point is: just start! 

Want to learn more about how Hedge can help? We’re finance content specialists. Drop us a message and let’s chat.

Wrapping up

If you’re sleeping on starting a company blog, you should change that right now. It’s a great long-term approach to finding new customers in a way that adds value rather than annoy people with an ad. If you want to see the kind of return you can get on your blog, we’ve got a blog ROI calculator that might here.

A quality company blog will set you apart. We can help you if you need it.