As a business owner, you’re focused on attracting potential clients and making the sale. In today’s digital world, your clients are online, and they expect you to be as well. One impactful way to connect with your customer is through a company blog. Blogs can draw customers directly to your website, shorten the sales cycle, and boost Search Engine Optimization.

Consider these two stats from Hubspot:

• B2B companies that regularly blog generate 67 percent more sales leads than non-blogging companies.
• Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts.

These statistics reinforce that your blog needs to provide relevant, engaging, and updated information each week. You want your customers, and potential customers, checking your website often.

3 Easy Topics for Your Blog

Announce a new product: Tell the story of how the product came about, what problem it will solve, and how people can get it. Remember to focus on the benefits of the product or service, not the features.

As Harvard Business School Professor Theodore Levitt taught us, “People don’t want to buy a quarter-inch drill, they want to buy a quarter-inch hole!”

Share a conversation you’ve had with a customer: I was recently looking for an easier way to clear ice from my windshield in the morning. The ice scraper I had was too short to reach across my windshield. I was leaning towards just making do until the salesperson showed me the de-icer spray. Now there was a product that could solve my problem, and I walked away a satisfied customer.

Introduce new personnel: Celebrate the people your customers will interact with in person or online. Your customers will want to know what a new hire means for them. Faster service? A new service? Highlight the new employee’s background and experience and let their personality shine through. You can also use a fun photo rather than a standard headshot.

Having a blog makes good business sense in today’s digital world. Having a blog on your website can differentiate you from your competitors, increase your online visibility, and attract more potential customers to your website.

Don’t forget to cross-post your writing to social media and let others help expand the reach of your great content.