We live in a time when people spend more time reading online and less via traditional mediums such as books and magazines. Thus, having a content strategy is pivotal to your overall online marketing strategy. A blog is usually at the core of this
If you don’t have a blog at present, you should have one. Here are 10 reasons why…
1. They’re good for SEO (Search Engine Optimization)
Like most businesses using the internet to market themselves online, there’s probably one particular search term you’d like to be on the first page of Google for. If your website isn’t ranking for this term, this isn’t the end of the world if you have a blog. A blog gives you numerous attempts at appearing on the pages of search engines once the content is optimised correctly.
To read more about SEO, you can get your free copy of our SEO Guide for Tour and Activity Companies.
2. Blogs personalise your business
If you’re a tour or activity you have two products – the tour/activity and the service. Each is as important as the other. If you have great guides but a bad tour, people won’t think fondly of it. Similarly if you have the most amazing tour, yet awful guides, customers won’t like it either. This is why tour guides are so important. By having a blog you can introduce your tour guides to existing customers and new ones.
3. A blog can help position you as the authorative voice in your space
Unless you run the most authentic tour on the face of the earth, I’m sure you’ve got some competition. If you run a cookery school, are there others schools similar to yours nearby? Or if you run a hiking centre, maybe yours isn’t the only one? A blog can help separate your business from the others via quality content. Valuable blog posts will position your business as the authorative voice in your space.
4. It supports marketing initiatives
Let’s say your business is turning 25 years old and you want to rant and rave about it – you might create a landing page to run a contest, but you might want to support this with a series of posts before and after the celebrations. The best place to do this is on a blog. Similarly if you’re launching a new product – a blog is where to scream from the rooftops about it.
5. Your blog creates content for all your social media channels
So many businesses don’t know what to say on various social channels. They want to be on Twitter and Facebook…they just aren’t sure what to say. By having a blog and a content calendar to support it, you’ll never wonder what to say on social media again.
6. Content on a blog can address your customer’s needs
An FAQ is usually the place to address the questions to you by your customers, but they’re usually one of the most unengaging parts of any website. I’m not saying you shouldn’t have an FAQ page – you should. But this doesn’t mean you can’t address your customers’ queries and needs via a blog. By doing so you can put more emphasis on certain topics that you can’t in other parts of your website.
7. Blogs support brand propositions
Multiple brands can offer the same product or the same service, but this is where the similarities can end. Some companies offer trips to islands that involve sleeping in tents, while others offer packages that involve staying in 5* resorts. One is budget; one is luxury. By having a blog you can support your brand proposition by using tailored content.
8. You can use them to educate your customers
If you have a new product about to launch or you’re about to start a sale or a major campaign is about to kick off your blog is where you can talk about it. All you need to do is have something to talk about and somebody to write about it.
9. They bring costs down
Going back and forth with an external IT person to update your website takes a lot of time and is costly. Plus, you’re not always guaranteed to get it changed when you want. Have a blog with access to a CMS (Content Management System) and you can update it whenever you want personally.
10. They improve conversions
Ultimately, blogs improve conversions. Marketers who prioritise blogging are 13x more likely to enjoy positive ROI. They give search engines more content to crawl, they’re a platform to publish more valuable content and they give customers more reasons to book.
Does your website have a blog? Does it generate traffic and/or sales for your business?
For more guidance on creating your own blogging strategy, here's our free writing handbook to help you out:
Written by Colm Hanratty
Colm is Founder and Managing Director of digital marketing agency Sixtwo Digital. After running Hostelworld.com’s content and social media for almost 11 years he felt it was time to branch out on his own, using all his experience to educate others in the travel space.