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How to Utilize a Blog for Driving Business Growth in 2024

February 6, 2024

Felipe Gallo

Blogging is an outstanding way to connect with an audience and establish authority in an industry. However, many people don’t realize that a blog can also drive business growth. As the saying goes, content is king. 

Blogs can broaden a digital presence, drive sales, and enhance a company’s bottom line. What’s appealing about business blogs is that a little content strategy and effort can yield significant results.

This post examines how business owners can use their blogs to elevate their businesses in the coming year. The following list dives deeper into nine ways to harness a blog for powering business growth. 

Get ready for the next level of blogging.

1. Cater to the target audience

Focusing on the target audience is essential for any marketing initiative, including blogging. To tap into a blog’s potential for business growth, it’s necessary to create engaging content with the target audience in mind. Using an AI copywriting tool can greatly enhance the efficiency and effectiveness of this process.

Otherwise, visitors will bounce from the blog post and look elsewhere for answers to their questions. 

That’s where a customer data platform comes into play. These tools can help create detailed customer profiles and buyer personas.

With these insights in mind, writing valuable content tailored to the target audience is a breeze. This strategic approach can also help move potential customers down the sales funnel, driving conversions and, ultimately, business growth.

2. Get strategic with SEO

Sadly, the “if you build it, they will come” approach no longer works for blogs. Why? There’s too much competition. In fact, one study shows that bloggers publish over 7 million new posts every day. 

So, how does a business blog stand out from the millions of others and attract organic traffic? Enter search engine optimization (SEO). 

This marketing technique aims to help websites rank higher on Google’s search results pages. The result? The ability to attract more organic traffic and‌ convert those visitors into customers.

The key to a proper SEO strategy is to create content that answers the target audience’s queries. In other words, write content with high search intent based on specific keywords.

For example, if running a marketing agency, finding topics the ideal client searches for would be helpful. These topics include marketing techniques, blogging tips and tricks, and social media strategies.

Here are some basic (but helpful) tips on how to get started with SEO:

  • Conduct keyword research using tools like Ahrefs or Google Keyword Planner.
  • Optimize content by naturally incorporating keywords into blog post titles, meta descriptions, headings and subheadings, and throughout the content.
  • Build backlinks — the more high-quality backlinks a website has pointing to it, the more authoritative and trustworthy it appears to search engines.
  • Improve page speed by optimizing images, minimizing the use of plugins, and caching. 

3. Prioritize quality and readability

Prioritizing quality over quantity is vital for using a blog to power business growth. Content should be factual, error-free, and easily readable by the general audience.

Don’t underestimate readability. Studies indicate that 54% of adults in the United States read below a sixth-grade reading level. If the business’s blog content doesn’t meet this reading level, it won’t resonate with this segment of readers. That’s a material chunk of missed opportunity.   

The Hemingway App is a fantastic tool for improving article readability. Grammarly is a powerful tool for preventing plagiarism and reducing pesky spelling mistakes.

Hemingway app for readability.

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Not to mention, high-quality content is crucial for both SEO and attracting and retaining readers. 

Search engines prioritize content that offers value to readers, so businesses should focus on creating in-depth, informative, and engaging blog posts that address the target audience’s needs.

High-quality content includes images that visually depict the written content and help readers better understand your products and services, especially in B2B SaaS. 

Consider using mockups, infographics, or other graphic designs to create visuals that convey your point.  

4. Be consistent

Another significant aspect of finding success with a blog is publishing content on a consistent schedule. For some brands, publishing articles weekly, bi-monthly, or monthly is enough.

However, increasing the posting frequency to a few times a week could be beneficial as the business scales. By publishing more content, a business can cover a wider variety of topics and appeal to different target audience segments.

If a business hasn’t published an article within six months, it can raise doubt in the consumer’s mind. Why isn’t the brand not posting new content? Is it still in business? Are they a trustworthy operation, or is this a red flag?

Publishing blog posts consistently helps reduce (or prevent) these consumer thoughts.

However, creating a high volume of low-quality or thin content solely to hit publishing goals can harm a website’s rankings. Since search engines prefer content that provides value to readers, it’s important to focus on quality over quantity. 

5. Showcase the brand

Blog content should only sometimes be brand-specific, which should apply to the target audience, even if they’re working with another vendor or service. However, subtly and complementarily, incorporating the brand into content is valuable.

For example, try incorporating examples and case studies if selling SEO services. When content relates to ‌services, techniques, or clients, it’s particularly powerful. Case studies and client success stories are especially effective.

Here’s an example that promotes a subtle brand plug within an educational post about “7 Ways To Improve Your Site E-A-T”: 

uSERP brand mention in the blog post.

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Their link-building services aren’t the main focus of the blog post, making it less promotional and more appealing to readers. Instead, it caters to a high search intent topic that drives organic traffic to the blog while giving a subtle opportunity to promote its services — a win-win. 

6. Build domain authority

Domain authority and domain rating are two metrics created by leading SEO tech companies that provide a comprehensive look at websites’ SEO health. 

Both of these metrics use a 1 to 100 scale, with a higher rating being better. It enables an apples-to-apples comparison of a site’s SEO health to competitors. 

Moz uses Domain Authority (DA) to measure the authority of a website domain.

Moz domain authority checker.

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On the other hand, Ahrefs uses its proprietary Domain Rating metric to measure website authority.  

Ahrefs domain rating tool.

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Both SEO tools offer free access to check and validate website authority. 

So, how can a business build domain authority? Here are a few tips: 

  • Regularly publishing high-quality, informative, and engaging content
  • Building a robust internal and external linking structure
  • Scoring backlinks from other high-authority websites
  • Avoiding duplicate content

7. Establish thought leadership in the industry

While building domain authority is beneficial from a technical perspective, a blog is a perfect way to gain thought leadership in a specific industry. But as discussed, this step involves creating informative and inspiring content that provokes thought and innovation within the industry.

For structuring this content, look to leadership books for inspiration. These books typically provide valuable insights on motivating a team, building a strong company culture, and driving growth through effective leadership. 

Incorporating the lessons and strategies from these books into blog content and overall business strategy can create a more compelling and effective approach to growth.

Learning from the best of the best is a recipe for success. That’s why many people look up to Steve Jobs, Warren Buffett, and Bill Gates. They’ve established extraordinary success and are willing to share their key findings. Take those insights, apply them, and let them drive strategic decisions. 

8. Distribute content strategically

One of the benefits of blogging is the ability to extend brand reach. But creating great content is only half the battle. 

To truly leverage a blog to power business growth, strategically distributing that content is the second half of the equation. 

Content distribution graphic.

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Here are some tips for distributing content strategically:

  • Share content on social media and engage with followers
  • Share content on your internal company blog to keep your employees updated
  • Send out regular newsletters or email updates with links to the latest blog posts
  • Write content for other websites (guest posts) in the industry
  • Repurpose blog content into other formats, such as videos, podcasts, or infographics
  • Try paid promotion to increase visibility and attract new readers to the blog 
  • Optimize blog posts for search engines to attract more organic traffic

There are many SEO newsletters publishers that can teach you how to distribute content effectively.

9. Nurture leads accordingly

The power of content distribution drives lead generation — an ideal scenario. 

But manually sorting through these leads isn’t an easy task. And a business that doesn’t prioritize the right leads (at the right time) will result in lackluster conversions and lower sales. Thankfully, there are tools to help streamline this lead-scoring process so nothing slips through the cracks. 

HubSpot lead scoring is a system that assigns points to leads based on their engagement and behavior. This score helps brands identify the most valuable leads and prioritize outreach efforts accordingly.

Example of HubSpot lead scoring.

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To effectively nurture leads, a business owner or marketing team should create a scoring system that aligns with their business objectives. 

For instance, they could assign higher scores to leads who take actions that indicate a higher level of interest, such as downloading a product guide or signing up for a free trial. This tailored scoring system allows them to prioritize leads based on their level of engagement, helping to focus their marketing and sales efforts on the most promising prospects. 

By doing so, they can maximize the efficiency of their outreach and ultimately drive greater business growth.

Boost business with blogging

Leveraging a blog to power business growth in 2023 is a strategic and cost-effective way to expand a company’s reach, build authority, and connect with the target audience. 

By focusing on creating high-quality, relevant content and employing a combination of SEO, strategic distribution, and lead nurturing techniques, businesses can maximize their blog’s potential. 

As the digital landscape changes, staying ahead of the curve and using a blog to drive growth will be a crucial factor in any company’s success. 

It’s time to harness the power of blogs and unlock new growth opportunities. Happy blogging!

Felipe Gallo

Felipe Gallo

Felipe Gallo is the Partnerships Team Lead at uSERP. He’s been involved in all things marketing for over 6 years, founding his own agency and working with a wide variety of clients. He is passionate about music and hopes to open his own academy some day.