Does Your Association Need a Blog?

It seems like everyone has a blog, so now you’re considering creating one for your association. Blogging is becoming more and more popular for good reason. Consistent business blogging can have a positive impact on your organization’s bottom line. However, if you’re new to blogging, you and your board may be wondering how helpful a blog can actually be. Here’s how blogging can benefit your association.

Develop a Strong SEO
Search Engine Optimization or SEO is a combination of tactics that can help your organization’s website rank higher in organic search results on search engines, like Google and Yahoo. One of the simplest and most effective ways to build a strong SEO is to start blogging. Optimize your blog posts to become more visible to those searching for your specific products or services. Some tips to search engine optimize your blog are to make your site mobile-friendly and include one to two specific keywords that are popular with your audience in either the headline, meta description or within the body of your posts. While there are many factors that determine SEO, taking these steps initially will help raise your rank on search engines and drive your target audience directly to you.

Generate New Leads
With each blog post you create, you’re increasing the number of pages on your association’s website. This gives you more opportunities to appear in organic searches, which in turn increases traffic to your website. Convert this traffic into leads by adding a call-to-action (CTA) at the end of every blog post. These CTAs could be to download a free e-book or register for an online webinar. No matter what the CTA looks like for your association, one should be present on every post as a way to convert visitors to leads to valued clients and partners.

Build Credibility
Blogging about trends and best practices in your field will help you become a thought leader within your industry. Building credibility with your audience establishes authority not only among your clients but with your colleagues as well. It’s important to keep your audience in mind when curating content. Blog frequently and consistently about tools, resources and industry updates that your audience will find useful and relevant. Using your platform to inform and educate your board, members and even your competitors will boost credibility and establish your association as an industry leader.

Now that you know what your association could potentially gain from blogging—apart from being trendy—you can better determine whether or not you should start a blog. If you’re seeking to strengthen your association’s SEO, generate new leads, become a thought leader in your industry or all of the above, business blogging is a great tactic to add to your existing marketing strategy. With the knowledge you have now, pitch the idea to your board and see first-hand how blogging can help you reach your target audience.