Including a latest news section on your website is beneficial in projecting a sense of professionalism surrounding your brand. To be effective, consistent and quality content is essential when incorporating a blog or latest news section within your web design. If blogging can fit comfortably within your brand strategy, it poses many benefits for the growth of your business.
Connect with your audience:
A latest news or blogging section can provide a humanising quality to your brand, offering your audience an insight into your business. Consumer’s respond well to feeling valued and allowing them to feel involved will be beneficial for your conversion rate. For example, Chase Park has recently included a post on new staff so their audience feels more connected and involved with their brand.
To excel within this area, ideally, consumers should be able to respond and offer feedback to your content. Allowing responses and even criticism will allow your business to build a community surrounding your brand. Additionally, this offers your business the opportunity to respond to feedback and demonstrate to your audience that you are prepared to act on their feedback.
An important factor when considering whether to include a latest news segment is the impact on SEO. More pages on your website will lead to more pages indexed on search engines and increase the likelihood of appearing in organic searches. With more links to your website, there will likely be an increase in traffic to your site. Additionally, blog posts allow your business to rank for other keywords and therefore appear in more searches. According to Propecta, over 50% of searches are for terms more than four words long. Blog posts appear in more long-tail keyword searches and therefore are likely to improve your SEO. A longer blog post could also be beneficial, as the more time visitors spend on your site the higher you will rank in the search engines.
Inform your audience:
Regularly updating your latest news or blog section allows your audience to feel informed of any progression or changes within your business. Not only this, blogging can allow you to input your opinion on a range of subjects. Demonstrating your knowledge to your audience and positioning your brand as an expert in the field is important in establishing a professional profile for your business. Consumers are more likely to respect and trust a company that is evidently demonstrating expertise before they have even used their product or service. In this sense, blogging can differentiate your business from the competition by providing your business’s own interpretation or response to certain subjects in the hope to align with your specific target audience.
A structured blog consisting of quality content goes a long way to help establish an organised and reputable brand identity. A blog is increasingly becoming an expected norm of a well-rounded and efficient business. Delivering regular new content demonstrates a commitment to consistently providing for your customers and is reflective of the quality of your service. Including a blog or latest news can also mean content can be used throughout newsletters and social media further contributing to establishing a unified and well-structured business.
According to Hubspot, ROI is likely to increase by an average of 13x for companies who prioritise blogging. Latest news and blogging sections have proven to have a positive impact on conversion rates as consumer appreciate the time and effort you are willing to put in for their benefit.