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Importance of Blog for your Business & Metrics to measure Success

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metrics to measure content performance


I am often asked the question from business owners if it’s worth the time and effort to maintain a blog on their website. Business owners spend time setting up social media presence and assume that it’s enough to boost their online presence. Still, a business blog can play a vital role in engaging potential customers.

If you really want to ensure that your business creates its credibility and visibility in the online space, then you must consider regularly posting high-quality and relevant content that could be useful to your potential consumers. Companies – small or multinational, must ensure that blog is an integral part of their Content Marketing strategy. Here are my 5 most important reasons why your business needs a blog.

1. Traffic driver and lead generation

A blog is an amazing way to drive targeted traffic to a site. 

Good SEO results from new content and relevant keywords, for which blogs present you with the perfect platform. Search engines like google love frequently posted relevant content, making the search engine bots come and visit your site more often to index fresh content. Whenever a new blog post is published on a website, it adds an indexed page, giving you the chance to show up in search results and get traffic to your site organically. 

Users, these days, use google to research almost every decision – big or small. The key is to create content that addresses your audience’s potential questions and address their pain points. 

Blogs don’t just help with building brand awareness but also warm prospective customers up to the business. With relevant and well-executed call-to-actions in place on a blog post, you could easily create opportunities to present offers, download reports, whitepapers and convert those visitors to leads for your business. Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)

2. Build authority and credibility

Blogging will give you the chance to showcase your expertise and earn the trust of your audience. Successful companies constantly publish blog articles to assert their authority as industry leaders.

Writing about industry trends and common questions asked by your customers could make you more trusted and prove your credibility as a subject matter expert. In addition, when you engage with your audience with advice, tips, and news related to your industry niche, it sends a clear signal of your expertise and customer service levels, and this could even be the deciding factor between you and your competitor.

Good blog content could also get you backlinks and digital PR. Informational and insightful content is valuable and tends to be picked up and referred to by other websites and blogs. Being linked is a recommendation signal to google, which improves your website authority, improving keyword rankings in search results.

3. Keep the audience updated on your business and services

Blogs give your company a voice and are a great way to educate your customers about what your business can do. 

You must aim to create value for your customers. By taking the effort to provide beneficial content for free, you are building loyalty among potential customers who will more likely choose your company over your competitors when they are ready to make a purchase. Some examples of such useful resources you could share via your blog could be a helpful checklist, ideas, recipes, insightful trends, and so on. 

You can also use blogs to create and cultivate an interest in your services. The key is to find a way to incorporate your services without making them the main focus of the blog content. For example, businesses like contractors, web designers, boutique agencies, hairdressers could use the blog as a portfolio. Then, use the right call to action to lead your readers to perform the next step, such as contact you or fill a form to reach out. 

4. Develop relationships with potential customers

Another important aspect of a blog is to learn more about your customers. 

Blogging is the ideal way to build relationships and engage with your audience. Customers can share stories about your products or services or ask questions about them. It could be a great way to understand what the readers have to say – ideas or suggestions. Like social listening, brands can leverage engagement and feedback on blog posts and social media to tweak their marketing strategies. 

Answer their questions and respond to your readers as soon as possible, it gives a human aspect to your business, and in turn, you gain insights, build trust and showcase that you care about their opinions. Doing so will also help to boost your brand’s visibility and position you as an industry expert.

5. Boost Social media & Email marketing

A powerful benefit of blogging is the opportunity it creates for others to share the link to your blog.

When you create unique, interesting blogs and provide valuable information, they get shared with a targeted audience. With these shares, you are likely to get even more shares that will help drive users to the blog and hence increase brand awareness. Blogs are like gold when planning your social media calendar – not only can you drive users to your site but also use quotes, images, or screenshots from the blog content to engage with your audience.  

You could also use blogs for your newsletters or email marketing. They would help reinforce the trust of users and position your business as a thought leader. If the users find your blog informative or interesting, they could also subscribe to hear from you more often.

 

How to get started 

While creating a successful blog that complements your business and expands its reach to new users, here are some important things to keep in mind. 

  • Focus on Content Quality – It is essential to ensure high-quality, relevant content that offers value to your target audience.  
  • Post content regularly – It is ideal if you post content regularly for your readers to come back and search engines to keep coming back to index the site faster. 
  • Get feedback – It is ideal to ensure you get feedback – positive or negative to know and understand your target audience better.
  • Promote content – It is best to promote each blog article across all marketing channels to attract and grow your reader base.

 

How to measure Content Marketing Performance

It was stated in a recent CMO survey that 65% of marketing professionals couldn’t demonstrate the impact of their marketing quantitatively. So the first challenge is to understand your organization’s goals, the brand’s higher purpose and then decide on the key performance indicators.  

I’m listing down the top 5 metrics that should definitely be on your list if you are looking to measure your blog’s performance. 

Image source

1.   Consumption metrics

Looking at the basics, you need to see how many users are landing on your website. Ideal metrics you want to be looking at should be – 

  • Sessions
  • Users 
  • Pageviews 

Google analytics can further break down where this traffic is coming from – geography, browser, channel, etc. This information helps in understanding and localizing your content to reach out to your target audience. It is also useful to pick up trends like what type of blogs your readers find more engaging.

2.   Engagement metrics

Engagement metrics are important to track how people are engaging with the content on your site. Important metrics to look out for would include – 

  •     Average time on page
  •     Pages per session
  •     Average session duration
  •     Bounce Rate
  •     CTR (Click-through rate)

You could also look at the Social channel aspect to know what content topics resonate more with your followers. Other than google analytics, social listening tools like SproutSocial, SocialBakers,  Hootsuite, etc., can quickly show you the best performing content along with shares, comments, etc.

3.   Email metrics

If you are using your blogs in email marketing, it is important to analyze your email metrics. This would help give you a clear picture if your messaging is correct and that email marketing is working at achieving its goal of reaching out to users. While looking at your blog’s performance in this area, metrics to watch out for would be – 

  •     Email open rate
  •     Email Click-through rate
  •     Bounce rate
  •     Unsubscribes

4.   SEO Outcome Metrics

It is important to measure the SEO performance of your blogs. SERP ranking of your important keywords driving traffic to your site is the most important metric to measure. Google search console is the best place to identify the terms you’re ranking for. Also, since the rankings for keywords keep fluctuating, it’s best to track them over time with tools like SEMrush, Ahrefs, etc. 

The higher you rank for relevant keywords — the relevant traffic will flow in, which could lead to more conversions. On the other hand, if the blog quality is excellent, it is worth aiming for position 0, i.e., featured snippets that get more visibility in search results and higher click-through rates.

5.   Conversions

It is important to know what the users are doing once they come to your site and read your blog. Using clever placement of click-to-actions (CTAs), you could push the readers towards the next step to convert.

A conversion could vary from business to business – sale, sign up, form fill up, download pdf, etc. At the end of each blog, you must think about the next step you want the user to perform. Google Analytics provides the ability to set up goals to measure your conversions and even extensive ecommerce tracking to understand where and how the leads or sales flow through your site.

Summary 

Blogs humanize businesses and provide a strong foundation for marketing efforts. 

Setting up a blog on your business website can you can boost your search engine rankings, build your brand trust and develop relationships with your audience. This could result in your target readers choosing to buy products from you or hire your services over your competitor.

 There is a famous saying, “If you can’t measure it, you can’t improve it,” by Lord Kelvin. Hence, measure and analyze your content performance and use it to improve your marketing strategies to get to the top!

Yakita Seth

Yakita Seth

Digital Marketing Technologist with extensive experience in Search Engine Optimization (SEO). Her experience spans working both client and agency side across numerous industry verticals in the US, UK & APAC.

Politics

Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Politics

Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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Politics

UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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