Could you do with 67% more leads?

The benefits of blogging

If so, you need a blog

What's a Blog?

A weblog (or blog for short) is a discussion or informational website or section of a website that is updated regularly and published in reverse chronological order, so the newest content is at the top.


There are blogs for every imaginable subject available online, written and published by individuals all the way through to the biggest companies in the world.

Blogs are text based, and differ from vblogs which are video based.

The regular content added to blogs (and vlogs) are known as posts, and they can follow a theme over time or they can be distinct and individual.

How often should I be publishing a blog post?

There is no definitive answer to this, however, many businesses and bloggers find they achieve the most traffic and conversions when they post at least two to four times a week.

The key is consistency (making sure you regularly post content), so it can be fine to post just once a week (or sometimes even less) as long as this is consistent and regular.

Generally the more posts you publish, the better, but it is important that the number of posts written and published is manageable for you. 

How long should my blog posts be?

Evidence suggests that the longer the blog post, the better. Posts of less than 300 words are largely ineffective when it comes to generating interest or social media shares, and they do little to benefit your SEO.

Posts of between 400 and 600 words are common, but this length rarely gives you enough space to build your authority.


Due to this, longer form blogs are becoming increasingly common, with many experts now identifying that posts of between 2,300 and 2,500 words are also the most optimal for search engines. 

A great way to way to write longer form blogs is to include a list in your post, detailing your top points, findings, or results.

What is the benefit of blogging?

There are numerous benefits to having a blog section on your website and regularly creating and publishing blog posts. Below are just a small selection of the top reasons:

  • Evidence from DemandMetric shows that companies that blog receive 67% more leads than companies that don't. They also found that 80% of internet users appreciate learning about a company through custom content.

  • Blog posts drive traffic to your site and keep visitors returning again and again.

  • Blog posts generate social media shares, which means your little blog post is seen by a much larger audience you don't have to pay for!

  • Having regular blog posts builds authority and positions you as an expert in your field. Search engines rate sites and businesses that demonstrate that they have authority higher than sites that don't.

  • Search engines love them - Google and other search engines are always looking for fresh content, and every time you create a blog post, you are creating a new page that they can index.

  • You can repurpose the same content for social media. One blog post can be transformed into numerous social media posts, all of which promote your business and expertise.

  • Blog posts generate inbound links (backlinks) from other sites, which are one of the factors Google looks for when ranking your site.

  • They have a long-term positive impact. Once written, your blog post generates interest and views again and again over time without you having to do a thing. Think of blog posts as your long-tail marketing campaign.

  • Content marketing such as blogs generate three times as many leads per dollar spent than traditional marketing.

  • Content marketing also costs 62% less than traditional marketing.