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Content Marketing

7 Reasons Your Business Should Invest in High-quality Blog Articles

Written by Simon McMahon

November 29, 2022

Many businesses publish a new blog article, they wait, and then…

Nothing happens.

The anticipated flood of new traffic never materialises. The few visitors that arrive don’t click any links, sign up to your list, or share your article.

The marketing department starts to wonder if a blog is really worth the money and hassle compared to other available channels.

But what if better blog content could change all this?

At Eleven, we see the effects great content can have on traffic, sales, and conversions on a daily basis.

That’s why we’d like to share 7 reasons your business should invest in high-quality blog articles.

1. Bring more traffic to your service/product pages

Increasing traffic is a metric for success for many websites. As this chart from HubSpot shows, you can expect a blog to bring a lot more traffic.

Image credit: HubSpot

But here’s the thing.

Traffic can be a bit of a vanity metric. Especially for businesses.

What good is traffic if it doesn’t lead to more product sales, more sign-ups to your service, or more subscribers to your email list?

This is where high-quality content can be a game changer.

It connects with your audience on an emotional level so they take action. It guides them to click on links to your product and service pages, encourages them to complete sign-up forms for free trials and subscriptions.

So yes, a blog can bring 55% more visitors to your blog. But imagine converting an extra 5–10% of them just by improving the content.

2. Improve The Quality Of Your Leads

A well-written blog can educate your audience and answer their objections before they get on a sales call with you. It can also funnel warmed-up leads to your service pages.

You might have heard of the “5 stages of awareness” made famous by Eugene Schwarz. In this model, the people who land directly on your sales page are usually “most aware.” They are aware of your product and they just want to know the deal.

However, consider those who are unaware your product or service exists. Are you currently writing content for these three groups?

1. Problem Aware

They’re aware they have a problem but don't know how to fix it.

2. Solution Aware

They know different solutions are available but don’t know which is best

3. Product Aware

They know about your product and are weighing up its pros and cons.

4. Completely Unaware

The reader isn’t aware of their problem or need until they read your article.

Well-written blog articles can address all the above much better than any single page. Your new customer-centric content could also rank highly in Google, attracting new clients day after day.

3. Boost All Your Important Pages in Google Search

Put simply, to be successful in Google searches, your website requires two things:

1. Great content

2. Backlinks from other websites

Research from HubSpot shows companies with blogs receive a staggering 97% more links than those without.

Image credit: HubSpot

How does this benefit your business?

Google notices and crawls sites with backlinks more often. And just like a rising tide lifts all boats, all linked pages can get a nice boost in the search results.

This includes important pages like your home page, product and service pages, and even location pages. Google especially likes it when you get “related” backlinks from within your industry and peers.

This can be difficult, though. Think about the last time you read a superficial article about your industry or interests. It’s likely you spotted the substandard content in five seconds flat.

4. Get a Better ROI Than Paid Ads 

Feel you are being bombarded with more and more ads every passing year? You might be surprised to learn just how bad it is…

The average person is exposed to 10,000 ads per day. It’s no wonder we’re used to tuning them out. In contrast, 70% of people prefer learning about brands through content.

That’s not to say that PPC ad campaigns can’t be successful. However, they require a considerable amount of capital to run at scale. Also, they only bring an ROI while they’re running.In contrast, Zapier’s blog receives 1.7 million visitors every month (source: Ahrefs). Here are its top 5 articles:

As shown above, if Zapier used Google Ads to get the same amount of traffic, it would have to pay over $1 million every month.

It might surprise you to learn that some of these articles are over six years old. This shows that high-quality content can deliver a great ROI for a long time.

5. Build a Better Rapport With Your Audience

It really pays for businesses to build a rapport with their audience.

When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand and 76% will buy from them over a competitor.” (Source).

However, rapport-building is a skill. That’s why “How To Make Friends & Influence People” has sold over 30 million copies and is still relevant 90 years after being written.

When it’s left to sub-par writers, attempts to connect with your audience can seem forced. It will likely have the opposite effect on your hard-won traffic.

6. Become an Authority in Your Niche

Imagine people seeking your advice, sharing your content, and raising the visibility of your brand. When you become an authority in your niche, this happens without you even having to ask.

Becoming the go-to resource for your industry can also help you land heavy-weight accounts, as Ignite Social Media discovered:

Our blog helped us get clients including Microsoft and Intel because their employees were reading what we were putting out there.

This shows that every blog article can be a touchpoint with a new, lucrative client. First impressions matter—especially in the crowded space online. That’s why it pays to have your blog articles stand out.

7. Leverage Author Expertise

In the latest Google Search Quality Guidelines, there’s a section discussing how Google views a high-quality page.

Google emphasizes that a high-quality page has a high level of Expertise, Authoritativeness, and Trustworthiness (E-A-T). Essentially, if you can prove that your writer is an expert on the topic, it will rank you higher.

You might be wondering how Google can determine all this.

One way is through its Natural Language Processing (NLP) algorithms, which are improving year after year and demoting sub-par content.

Another way is by checking for author schema and profile pages. Using author schema, they can check other websites that your author has written for and determine expertise.

We can’t say the latter is a significant ranking factor currently, but it’s certainly where Google is heading. It’s no stretch to imagine it will soon start promoting articles from authors it trusts.

By investing in high-quality content, you can improve your website’s E-A-T in both these ways, get more traffic, and stay on Google’s good side.

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