A minimum of once a week.

That’s how often you should post to your blog to rank higher in Google’s organic (unpaid) search results.

But many small businesses don’t have the resources to post this often.

This begs the question: If you can only post once every month or two, should you delete your blog?

Not at all! Because blog content is about so much more than just ranking higher on Google.

Let’s look at a few non-ranking reasons why your small business should have a blog.

1. Connect with potential customers

Suppose you hand out your business card at a networking event and the person you talked to comes to your site. If you have blog posts that interest them, you are able to form a deeper connection with that person. This can pave the way for a sales conversation.

2. Show you know what you’re doing

Demonstrating your knowledge is especially helpful if you sell a service. If someone comes to your site, you should be able to prove to them that you and your team understand how to help solve their problem(s).

If you have a product, you can show that you understand the industry you serve.

For instance, one of my clients has an app that helps homeschoolers create transcripts. Their blog has tips for homeschoolers and homeschooling families, demonstrating that they understand the homeschooling industry.

This makes them look more like a legitimate, competent company.

3. Bolster your brand’s reputation

Using your blog to prove you know your stuff helps your reputation. The longer you add value to visitors by creating consistent blog content, the more likely folks are to find you and tell others about you.

But building your brand’s reputation takes time. That’s why getting started with a blog sooner than later could be wise.

4. Give people a reason to return to your website

It’s important to have new content on your site.

Unchanging sites don’t give people much of an incentive to return.

Since most of your pages aren’t likely to go through regular updates, a blog gives you the opportunity to change things up.

Remember to post regularly, because consistent blog content (even if it’s once a month) encourages people to return again and again.

As this happens, visitors establish familiarity with your brand. And when that occurs, you’re more likely to convert them into a customer or advocate.

5. Create clear calls to action

A blog post is a great place to include a call to action (CTA). The point of CTAs is to invite readers to do something that will connect them with your brand.

CTAs aren’t always necessary, but they’re worth using often.

Including a CTA at the end of a blog post can, among other actions, encourage folks to sign up for a promotion, subscribe to your blog, or sign up for a free service.

With a good CTA, you can hook your visitor and build rapport.

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