If you’re wondering whether or not blogging should be a focus in your 2017 social media marketing efforts, here’s your answer: Yes, it should be! Blogging isn’t only relevant, it’s necessary for your business – no matter how big or small – to succeed.

Here’s why.

By now you’ve heard the phrase, “Content is king.” According to Business 2 Community, content isn’t just king, it always will be king. And blogging is a simple technique that is imperative to creating a unique persona behind your company’s brand, and for maintaining your brand’s relevance. Without blogging consistently (or, without a content marketing strategy), you run the risk of slowly getting lost and forgotten amongst every existing, not to mention every new law firm website.

Here are the top four reasons why the first step of your content marketing strategy should be to start blogging. You’ll find that your firm can’t afford not to blog.

1. Drive Traffic to Your Site

The obvious goal of your website is to attract viewers. But what attracts and keeps a consumer on your site? An active blog that offers relevant content is one of the most effective ways to attract and increase traffic to your site. Blogging should be the foundation for all your social media platforms – you can share blogs via Facebook, Twitter, Pinterest and LinkedIn pages. Adding visuals, too, gives followers further reason to visit and explore your site.

By using inbound links in your blog articles, you stand a greater chance of generating even more traffic to your site, and ultimately to specific landing pages and contact forms.

2. Increase Your SEO Efforts

If you want to outrank your competitors in the search engine results page, then start blogging. Fresh content is a natural technique to increase your SEO ranking. By steadily blogging about your business or industry, you increase your relevance in search engine results for keywords.

By using strategically chosen keywords, topics and categories, your blog can determine how your company is found through a search. Remember, the more content that is published on your site, the more often your site can be found in search engine results. Don’t let your website go dormant. Prove, through blogging, that your company is active and relevant.

3. More Opportunities to Connect with Your Target Audience

It’s important to not just target an audience, but target the right audience.

When positioned correctly, a blog allows you the opportunity to listen to your audience and learn from them (i.e. connect with them). Your blog should offer a comments section or a contact form. This will allow you to see your firm through the eyes of the consumer, and hear exactly what they want, or are interested in. More so, don’t just use your blog to attract an audience, but to build a community around your brand and mission.

4. Position Yourself as a Thought Leader in Your Practice Area

It’s important to demonstrate that you’re not only knowledgeable in your specific practice area, but a leader in the industry. If your blog articles are well written and consistently cover relevant topics in your  market, you prove yourself to be an authority in your field. In doing so, consumers will be more willing to visit your site and use your services.

Blogging can help to educate your audience, and in turn, permit you to create a stronger relationship with them.

Start Blogging Today!

There’s no time like the present to start blogging. If you have the tools (and incentives) to increase your site’s content, you can begin today.

A final word. It’s perhaps most important to remember to have fun with your blog. While it’s necessary to inform and educate viewers, you don’t want to bore them. After all, getting them to your site is only half the battle . . . You want to ensure that they stay, and visit often.

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