So, your website’s up to date, you’ve invested in SEO services, and you’re staying on top of the social media accounts for your brand. Wondering if there are even more ways to reach consumers online with ease?

As the “content is king” philosophy for web-based marketing lives on, it’s important to take advantage of every online avenue for distributing information that relates directly to your business. One of the most informal, cost-effective, and successful ways of doing this is with a blog.

1. You’ll reach a larger audience.

Just like using keywords and key terms throughout your website copy to attract consumers from web searches, blog posts are another way to produce quality industry-specific content. Unlike optimizing your main website copy, your blog can include much broader topics and key terms, allowing you to show up in more search engine results.

2. It brings new traffic to your website.

Think of searching for “heating oil delivery in TOWN, STATE” vs. “benefits of oil heat.” The former, specific phrase may show up in search results and direct to a page on your main website, which consumers—even current customers—in your service area may have already visited. The latter, more general one leads to your blog: a resource for consumers who want information without feeling like they’re being marketed to. The more blog posts you create, the more content there is available on the web with your brand attached to it.

Tip: Add links within your blog copy to direct viewers to pages of your website that are related to the blog topic. This converts views into sales leads.

3. You can position yourself as an authority.

Thought leadership is a huge component of the blogging success. Consumers and industry peers alike look for information that’s credible on the web, and when you take the time to continually research and publish material about similar subject matter, you’re seen as a pro. Whether your name or, more broadly, your company’s name authors this content, your brand is attached to industry expertise.

4. You’ll connect better with consumers.

Your website is your virtual storefront, displaying why consumers should give you business and what they can expect in return. Discounts, seasonal specials, and calls to action abound. Quite the opposite, a blog gives web surfers the info they want in a non-salesy way. Instead of being bombarded with direct marketing language, your blog content is informational to actually answer their questions—and increase the chance they’ll visit again for more.

5. It allows you to share content in the most effective ways for your business.

Each business is different, especially when it comes to customer base. You may work primarily with men in their 60s or women in their 20s, depending on product offerings, location, and a number of other factors. But one thing is true across the board: it’s you who knows your customers best. How do your customers respond to email communications? Do they interact with you on social media? What’s your monthly website traffic like? Blogging allows you to spread your content the way(s) your customers digest it best. It’s easy to link to blog posts within email blasts, by using any social media platform, and by including links within frequently visited pages of your website.

Take the next step in improving your web presence. Create your company blog today!