The most effective business blogs directly address common questions their leads and customers have. Creating content that’s helpful for your target customer will help you establish yourself as an industry expert. If prospects find answers to their questions on your website, they’re much more likely to enter the sales process trusting what you have to say, and this makes for a far more productive sales conversation than one held between two relative strangers.

Every time you introduce a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search.

Blog posts that help solve your prospects problems or include tips to make their life easier are far more interesting than direct advertising.Providing helpful content for free builds loyalty amongst potential customers who will become more likely to choose your company over your competitors when they’re ready to make a purchase.

Blogging encourages new leads by filling the top of the funnel. By leveraging your blog with a call-to-action, you can promote content for downloads, guides, etc. Those emails increase touchpoints in the customer journey, and the more often you can connect with a lead, the better the chance of converting them into customers.