One of the biggest benefits of business blogging is that it can help drive more targeted traffic to your website overtime. Each blog post can rank individually in the search engines, just like any other page of your site. The more content you create the more landing pages you build and the more keywords you target, meaning your blog content appears in more SERPs for more searches and can help drive more traffic.
Take a look at the graph above. This particular site really ramped up their business blogging efforts starting in January 2013. As you can see, traffic to any page with /blog in the URL had grown slowly over time with a big surge in June 2013. For this particular website, visitors to their blog represented 20% (3,913) of the site's overall traffic!
But having a bunch of extra blog posts kicking around is only half the battle when it comes to driving more traffic. If you want to really get the most bang for your buck you have to promote that fresh content! Here are three ways you can help drive more traffic with your blog:
1. Submit new posts to relevant LinkedIn Groups.
Especially valuable for B2B brands, LinkedIn Groups are a great way to get your content in front of exactly the right audience. LinkedIn Groups are a great source of immediate traffic for a site, so it's also a fantastic way to show the value of your blog in the short-term. Evergreen content will pull in visitors overtime but nice burst of traffic are always nice to see. The site above, for instance, had 1,290 visitors from LinkedIn over that 7 month time period. That's almost ½ of the overall visitors to their blog!
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2. Re-promote older, evergreen posts in other social media channels.
Just because a post is a few months old that doesn't mean it's past its prime. Evergreen content is just as valuable now as it was 3 months ago so why not re-promote it on Twitter, Facebook, Google+ and other social media platforms? If enough time has gone by you don't have to worry about stepping on your own toes and making it seem like you are pushing one post too hard. Plus, there is a good chance that a chunk of your social network never saw that post the first time it went live, so you are giving that post a second chance at life.
3. Look for syndication opportunities.
There are plenty of sites out there that look for content to curate, RSS feeds to pull from, blogs open to syndication and more. Provided they give your site credit as the original author syndication opportunities are another way to get your content in front of a wider audience. The key is to stick with respected and trusted sites that carry real weight in your industry. You want your content to get the attention it deserves!
In the long run, blog posts are an excellent source of extra traffic. Sites that seriously invest in their business blogging effort are bound to drive more traffic organically, socially, through referral links and more over time. What could your website do with an extra 20% of visitors?
Author Bio: Nick Stamoulis is the President of Boston-based full service SEO company Brick Marketing. With over 13 years of B2B SEO experience, Nick Stamoulis shares his expertise by writing in the Brick Marketing Blog and hosting online and in-person SEO Workshops.