A Landing Page Is Not Enough: Why Your Business Needs a Blog in 2022

In 2018, half of the top 200 Fortune 500 companies had a corporate blog. Still, when you mention blogging or suggest running a blog to some business owners, you typically get the “we don’t need its response.” 


Such businesses think that running a blog is an independent type of business for online content creators and so could be a distraction to other types of conventional businesses. Absolutely wrong! 


Why do we say that?

Even retail stores now own blogs

There were more than 600 million active blogs globally in 2020, with retail blogs making up a significant number. We often forget that we are in the information / digital age, and every business needs content to thrive and stay relevant. A landing page is just fine for some as long as “we can display our product and contact information”.

Landing pages cannot accommodate most forms of content marketing

A blog allows you to express views, opinions, facts and even offer education on matters related to your business, thereby expanding your lead magnet. 


No doubt, landing pages are important for marketing, especially short-term targeted marketing; a blog offers the advantage of continuous marketing with or without targeting and to a wider and more diversified audience. 


A reported survey revealed that blog posts increase traffic and impressions for as long as 700 days after their initial posting. Another report asserts that businesses with blogs have 126% more leads than businesses without a blog.

Maybe you think it’s all bluff or a strategy to get you blogging; Optinmonster, in a recent report, revealed that businesses that blog get double the email traffic as their non-blogging counterpart. As of 2019, 54% of fortune500 corporations had a functional blog as part of their marketing structure. 


Bottom line: While landing pages are limited in web accessibility, that is, people can only see it by direct search or targeting, blogs, on the other hand, may leverage the tech and intelligence of the Google engine to offer better and non-restrictive web accessibility.


Before we mention specific reasons why your business should own a blog, here is how Google enables blogs to promote marketing.

How Google Works

According to a study, 81% of shoppers do research online before they purchase. This is also applicable in the B2B and service niche. People are more comfortable transacting with a business that has an online presence. They typically do this research using Google.


Google is popularly known as a search engine; it helps people find what they need on the internet by scouring through billions of web pages and projecting the most useful or most informative to users. Google employs Artificial Intelligence to interpret search strings and generate results based on available web pages on the internet.


The automated mechanism responsible for generating results is called a crawler or spider. This mechanism regularly explores the web for recent and updated content. After which, it saves the web address for subsequent reference. One of the most popular ways it achieves this is by following links from pages it already recognizes. The vast majority of the sites featured in Google search results are discovered and uploaded automatically by the crawlers.


Next is indexing. Google views the WebPages it has discovered through crawling and attempts to understand the purpose of each page. Google examines the page’s content to determine what the page is about. This data is saved in the Google index, a massive database that spans multiple computers. 


Finally is the search results display. When people input search queries, Google determines the highest quality results and displays the results before the user based on ranking. Google ranks every related page, and results are displayed based on rankings.

Several factors determine the PageRank of a website

  • The number of times a keyword appears on a Web page and where it appears on the page: If a term appears only once in the body of a page, the score for that keyword will be below.
  • How long has the website been up and running: New Web pages are created every day, but not all of them remain online for long. Google gives pages with a long history more weight.
  • How often other pages link to the current page: To determine the relevancy of a website, Google looks at how many other websites connect to it.


Fun fact: According to Tech Client, your website is 434% more likely to be ranked highly on search engines if it has a blog!


The results are also projected based on other metrics such as the user’s location, language, device type, and previous search request. For example, a user searching for flower shops in Germany would have a different result from users in the United States. 


In the same way, a French-speaking user would have a different result from English speaking user.

Here is the thing, from all we’ve said about how Google operates, we can deduce that a landing page by default has already failed Google’s rank test and may never qualify as a search result except if it is intentionally optimized. Even at that, it will be limited. Google’s algorithm seldom indexes landing pages because they are single web pages, new and mostly for advertising purposes.


On the other hand, a business-owned blog would provide information and content on varying topics that answer users’ search questions. Although the ultimate aim is for marketing, it doesn’t do that directly but acts as a dragnet that uses information and content to build leads.


For instance, a car repair shop can put up content on how to maintain a car on its blog and then use the content to attract possible clients who would need to get their cars repaired. 


In this case, a user may randomly search for “how to fix a flat tyre” on Google, and if the workshop has content that answers the question, Google displays it. If the user still needs to get more things done or needs professional help, they would contact the repair shop. 


The blog in the scenario above served two purposes;

  1. As an informative platform, teaching people how to change tires and maintain their vehicles
  2. As a marketing tool, by creating awareness of the workshop.


Reports have it that there are 70,000 Google searches per second, translating to 5.4 billion searches every day. With only a landing page, you automatically miss out on the possibility of getting leads from this large pool of daily searchers. 


You should also know that businesses with a blog have 67% more conversion opportunities (paying customers) than those without a blog.

Other reasons why your business should own a content blog

Blogging Aids Your Business’s Competitiveness

Several small firms offer similar products or services as you. However, because no two businesses are exactly alike, it’s critical to accentuate what sets yours apart. Blogging allows you to demonstrate the uniqueness, knowledge, and expertise that will set your company apart from competitors and even allow you to compete against larger corporations. Your company requires a blog if you want to reach out to your target audience.

A blog allows you to communicate with your customers

A business website or landing page may be designed to assist and target present and prospective clients, but it does so by giving one-way communications. However, a business blog allows for two-way communication with your readers. This aids your company in establishing a relationship with—rather than merely a physical presence among—customers.

Your contents may be styled in a friendly, conversational, and semi-formal manner so that it encourages discussions and the exchange of opinions in the comment section. This would give you an insight into your customers’ wants and expectations. Professional content increases brand engagement and communication by 28%.

It builds brand awareness

About 70% of consumers get to know about a business through content rather than an advertisement. Other sources say that 78% of consumers prefer companies that put up content like blog posts because they believe they are particular about building good relationships rather than just selling. In simple terms having a blog increases the chances of people knowing and associating with your business.

A blog provides insight into your target market

With tools such as Google Analytics and comment sections on the blog and on social media posts that link to your blog contents, you can better understand your audience, their preferences, expectations, and wants. You would also know where and how to improve your services and know the demographics of your customers.

An effective way to generate leads

Good and resourceful blog content would always be a great lead magnet. You may decide to include a call to action or an opt-in form that would be used for targeting and individualized offers.

6. Attachments, IP Addresses, Technical Details

Of course, the technical subtleties of an e-mail also affect whether it is classified as spam. Thus, e-mail attachments are one of the most common ways to spread viruses, which is why emails are often filtered with attachments. If you want to send a file, it is recommended to link them as an external download. You should also make sure that the links lead to your own server.

Furthermore, you should only ship from addresses to which the recipient can answer. It is also useful to send e-mails from the same address. If your brand name is in the sender field, you gradually increase the awareness and therefore the acceptance of the recipient. For the same reason, you should not change the sender address and in particular the domain as possible.  Your domain builds reputation over time when emails are regularly shipped and a few of them are classified as spam.

Finally, you should always send emails from static IP addresses because dynamic IP addresses often find themselves on blacklists. If you want to send an email to a variety of recipients, you should not enter them all in the BCC field. A high number of addresses in the BCC field is a sign of spam for many filters.

To Sum Up

Blogging has numerous benefits for a business that shouldn’t be overlooked. No matter what business niche you find yourself in, there will always be something to blog about. Almost everyone in this generation is online. Most people search online for just about anything; providing resourceful content that promotes what you do is one of the best ways to benefit from online traffic.

Want to try outbound marketing in your company but suffer from a lack of resources and experience?

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Author avatar
Eugenia Kuzmenko