Why You Should Be Blogging for Your Business (and How to Get Started)

While the rumors of blogging being “dead” regularly makes it’s rounds—year over year we’re proven wrong…AKA you should be blogging for your business because it’s far from dead.

Blogging is no longer just for the travel bloggers and content creators, nor is it for the large corporate companies or publications with immense online presence (ahem, Forbes). It’s for the business owners who don’t want to solely rely on social media algorithms to create community, connections, and yes, conversions.

As a business owner who’s been regularly blogging for my business since 2019 (when The Comma Mama Co. was founded) and for clients since 2017, I can vouch for the ROI. And don’t just take my word for it, a recent study shows that B2B marketers who have blogs get 67% more leads than those who don’t.

Blogging for your business is also a genius (and highly effective) way of increasing your visibility via SEO (showing up on search engines, like Google) and on AI.

Also, I’m not saying you should go out and launch a blog ASAP, but finding a way to introduce blogging into your content strategy (potentially even via repurposing your podcast, YouTube videos, or even carousels on Instagram) would be a pretty good way of getting clients, sales, and simply generate more interest in your business.

But let’s get into the benefits of blogging for your business and why it might just be your new favorite marketing avenue:

Business Blogging 101: What it is and How Not to Turn Into a Content Creator

The absolute biggest misconception when I introduce the concept (or petition for a client to start a blog) is that blogging is for content creators. You know, the endless recipes, Forbes round-ups…the ones that exist for clicks, but you don’t really see how they convert.

Because as a small business owner, you need your content to convert. You can’t really spend time, money, or effort in a platform that doesn’t have an ROI.

But, luckily, blogging for your business actually has one of the highest ROIs

#1. Attracts New Email Subscribers

The power of a properly built funnel is something that nearly every business owner knows – you can work with a tripwire, offer the product right out, or simply create warm (even hot) leads through a well-written welcome sequence. And while a freebie or lead magnet is a great way to encourage visitors to subscribe, how do you encourage visitors to come to your website? Easy, blogging. 

Blogging is the ideal way to generate organic long-term traffic to your website. Mainly, this happens through SEO. But, you can also generate organic traffic by getting backlinks to your blogs, linking it in your IG bio, or pinning your blogs to Pinterest. Once on your website, visitors can sign up via embeddable forms directly in your blog post or sidebar or through a pop-up subscription box on your website. 

If you’re offering digital products and your sequence is set upright, you can start generating SALES on autopilot (trust me, it’s what I do).

#2. Product (& Digital Product) Sales on Autopilot

So you have products, but you’re not always marketing them – or maybe you have TOO many and can’t market them all at once (without confusing the HECK out of your audience). Plus, selling ALL THE TIME just feels kinda icky if you’re not providing additional value to your audience. That’s where blogging comes in – blogging is a great way to promote your product WITHOUT the icky sales-y feeling. 

Blog topics typically revolve around topics that you’re an expert in, you’re providing valuable information for your audience while showcasing what you and your business can do. When you want to market your product in a blog post simply write a blog post pertaining to the information your product covers and/or relates to. This ensures that the readers that are visiting your blog post are also going to be interested in your product.

All three methods are great for different situations. For example, linking your product’s sales page on a relevant keyword encourages readers to click through if they feel that keyword relates to their needs while directly mentioning the product provides a direct solution to their problem.

#3. Sponsorships, Affiliates, and Collaborations

This is the traditional blogger-y version of increasing your income for your business through blogging. Still, it’s VERY important to analyze the different ways to earn passive income when scaling your business and sponsorships, affiliate marketing, and collaborations are very lucrative when it comes to blogging (and online businesses). 

Blog Sponsorships for Businesses

Sponsorships or “partnerships” with brands can be tricky for businesses depending on your brand values, messaging, and what you as a business owner is comfortable doing. Brand partnerships as a business owner are centered around online tools that you already use for your business or the service you offer. For example, as a Pinterest manager, I might do a partnership with Tailwind, a scheduler I already use. Or, as a blog writer/content creator I might do a partnership with Moz, an SEO tool I use.

Affiliate Marketing for Businesses

Similar to partnerships, affiliate marketing is normally for tools, brands, and services that you already use or have used in the past and recommend to your audience. Instead of the brand paying you a set amount for the post, affiliate marketing is a post you write on your own and link your affiliate links for readers to shop through. These affiliate links are typically good for the duration of your and their business and can lead to long-term passive income. 

Collaborations on Your Business’s Blog 

Collaborations are similar to affiliate marketing but on a more personal level. Affiliate marketing is through a third-party program that pays you a percentage immediately when a purchase is confirmed. Collaborations function in a referral style, paying you manually when the other party receives a client or sale from your content. Collaborations can be written by you or as a guest post by the other business owner. 

#4. Showing Your Process & Results to Attract New Clients

The final way (out of my favorite four) to make money through blogging as a business owner – case studies. When clients of mine have a strong service, good testimonials, and RESULTS that speak I ALWAYS recommend planning a case study in our content calendar. More than once have I directed a lead of my own to the case studies I have on my own blog (for blogging click here & for Pinterest click here) and it’s led to a signed contract. 

Creating a blog post for your case study allows you to dive in-depth into your processes and allows potential clients to get an insider look at what you do for businesses like theirs. Case studies also show off how your past clients feel about working with you – which sometimes speak just as loud as your actual results. One of my FAVORITE case studies that I’ve read is from Âme Creatives covering a client’s rebrand leading to 4 new speaking engagements.

How to Utilize Blogging for Your Online Business

Before you get started with blogging, I highly recommend getting an SEO audit/website evaluation to analyze where your website is ranking right now vs. where you want it to be. Most of these will also include a rundown of where you can improve your website SEO and how to do so. Next, you’ll want to find a few target keywords that relate to your niche and target audience – this will help you come up with content ideas.

You’ll also need to recognize if you can write your own blogs or if you want to invest in a professional. Both come with their benefits (such as saving money, time, and ensuring your best chance of success) and should be weighed carefully before choosing. 

If you’re ready to start blogging for your business, reach out to me at mckaylas@thecommamamaco.com to get started.