In today’s digital age, it’s obvious everyone is on their phone, Ipads. laptops or some kind of mobile device or another. If we think about it for a second, everyone is a user and every user, when they are ‘free’, will hop onto social media, news channels, check their favorite blogs, forums etc. People are so addicted to content yet, not even half of all the websites in the world utilize their blog to it’s fullest potential.
In fact, we consume content so fast that Google processes 20 petabytes of information per day from the 2.4 billion internet users who are entering over 4 million search queries per minute. It’s seriously the new age of learning and it’s not slowing down anytime soon. Just take a look at this infographic to see where, what and how often content is pushed out every single minute of the day.
So, Why Utilize your Blog?
Well, when it’s all said and done, a blog is more than just prime real estate, it’s like having a whole another salesperson on your team 24/7. In fact, a SearchMetrics study found that over a 700 day lifespan, a blog post will receive 99% of it’s total impressions (meaning the number of times a post is displayed). Now, if we look at a Facebook post, after just 2 hours and 30 minutes, it’ll have already made 75% of it’s total impressions. Not to say, this is the case for every social media outlet but even the retweet time on Twitter happens in less than 18 minutes! The majority of posts on social media will have maximized it’s impressions in less than 3 hours compared to a blog post which can have a full fruitful life for almost 2 years.
Companies who utilize their blog and create compelling, engaging content can see a tremendous return on their investment. Just take a look at this company who used it to increase their ROI by 300%. In this case study, you’ll notice that Society for Diversity didn’t just Google a trending topic and bust out some basic content. Their marketing team dug way deeper in order to understand their consumer behavior. They analyzed data and came up with a strategy so well that they actually found it more beneficial than hiring a part-time cold caller.
Here’s another – According to Writally, Monique Speakman, a speech pathologist made her 3rd blog post she’d ever written to go viral in just a matter of days. While the information I came across doesn’t exactly say which post went viral, I did take a look at the third blog post titled “Is your child a thumb sucker?” And, I must say, as a mom – even I was intrigued!
She goes on to state that if you’re an expert in your field, writing about it just becomes second nature (I agree). Even though it took her two days, she was able to put her thoughts on paper and organize it in a way people would understand. Whether the content is from a research & strategy perspective or you’re just naturally expressing your expertise, there are SO many ways you can utilize your blog in the cannabis industry.
A Blog Increases Visibility
The more hooks you have in the water, the more likely you’ll catch a fish!
Whether they find you through a search query, on social media, or saw your brand in an advertisement - people, users, and consumers as a whole READ! At this point in time, it’s just a part of our nature. We research, discover facts and come to our own conclusions about a particular product, service or brand. Not only does it increase visibility among search engines with every page you create, it allows you to reach other markets and rank for various keywords. Just take a look at how Neil Patel utilized his blog to increase traffic by 206% -
It’s a Relationship Builder
It’s an untapped market which is allowing room for a ton of growth. Sure, there are news outlets and multiple publications that distribute content on a daily basis but most of them push out content because of a good story they heard about, press releases or emails received from PR companies. Getting in the media does not build relationships with your customers. It only intrigues them to want to learn more and it’s an important part of the funnel that guides them to the real money maker – your website.
And, if you’ve already reeled the target in, why not take the opportunity to get their undivided attention and connect with them? Content, especially evergreen content is sustainable, long-lasting and will continue to provide value for months and even years to come. It also allows you to touch on topics and address concerns that your audience may have – building up your authority, likability, and trust.
It Improves Long-term ROI & Conversion Rates
Blogs are just an extension of your business but it’s the content within it that literally feeds fuel to the fire. Unlike paid advertising or social media posts, it’s there to stay and never leave. It can attract authoritative links to your site and naturally accumulate inbound links as other journalists, bloggers, and contributors reference and cite your content. In fact, according to Hubspot, sites with 401 – 1000 pages of content gets 6x more leads than sites with 51 – 100. They even state that businesses who prioritize blogging can increase their ROI by 13x.
In the End, Utilizing your Blog is a Must!
Too many businesses claim that they have someone ‘managing’ their blog which is usually the same person who manages social media and all other aspects of marketing or (here’s my personal favorite) they simply ‘just don’t see a need’. <- If I had a dollar for every time I heard that, I’d be rich! If there’s anything to take away after reading this - just know that without content, you’re just dust in the wind and even if you create content, a 300 - 500 word article written in an hour is not maximizing your blog, it's not going to get you traction or supply you with a long lasting return.