Why does a business blog work – really?
Posted: Tue Jan 07, 2025 5:40 am
The more informed a potential customer is, the more likely they are to find the information they are most interested in on other content on your website, such as product and service pages, the FAQ section, or delivery and order terms.
Let's go through an example to see how a blog can serve the three middle levels of awareness: let's imagine that your company offers air conditioning repairs.
A problem-aware customer is aware of the problem; something is wrong with the indoor air in their home. They Google the search term “stale indoor air” and end up on your company’s search engine optimized blog article, where you teach the customer what causes stale indoor air, what harm it can cause in the long run, and how the problem can be solved.
A result-oriented customer knows what outcome they want; better indoor air. However, they do not yet know concretely how to achieve it. A result-oriented customer is addressed and served by blog posts in which you explain how a ventilation renovation solves their problem, how it works in practice, what it costs and how the customer can obtain it.
A product-aware customer knows your products and services and japan phone data knows that they want an air conditioning repair. In order for a product-aware customer to buy from you, you need to create content on your blog that removes barriers to purchase and shows that your service is the best for them. For this purpose, customer stories published on the blog are suitable, for example.
It’s essential that each blog article guides the reader forward, both in terms of awareness and the path to purchase. So make sure that the CTAs in each article are in order. Direct the website visitor to read more articles, watch videos, download guides, explore product and service pages, or get in touch.
Reading tip: Act – How to create purchase paths on your website to support your customers' purchasing decisions
“A blog is not a viable concept in our industry.”
“Engineers are not interested in reading any nice articles on websites, they are only interested in facts and technical product information.”
“Our business is so complex that it can't be explained on a blog, we need a salesperson to tell customers what it's all about.”
Let's go through an example to see how a blog can serve the three middle levels of awareness: let's imagine that your company offers air conditioning repairs.
A problem-aware customer is aware of the problem; something is wrong with the indoor air in their home. They Google the search term “stale indoor air” and end up on your company’s search engine optimized blog article, where you teach the customer what causes stale indoor air, what harm it can cause in the long run, and how the problem can be solved.
A result-oriented customer knows what outcome they want; better indoor air. However, they do not yet know concretely how to achieve it. A result-oriented customer is addressed and served by blog posts in which you explain how a ventilation renovation solves their problem, how it works in practice, what it costs and how the customer can obtain it.
A product-aware customer knows your products and services and japan phone data knows that they want an air conditioning repair. In order for a product-aware customer to buy from you, you need to create content on your blog that removes barriers to purchase and shows that your service is the best for them. For this purpose, customer stories published on the blog are suitable, for example.
It’s essential that each blog article guides the reader forward, both in terms of awareness and the path to purchase. So make sure that the CTAs in each article are in order. Direct the website visitor to read more articles, watch videos, download guides, explore product and service pages, or get in touch.
Reading tip: Act – How to create purchase paths on your website to support your customers' purchasing decisions
“A blog is not a viable concept in our industry.”
“Engineers are not interested in reading any nice articles on websites, they are only interested in facts and technical product information.”
“Our business is so complex that it can't be explained on a blog, we need a salesperson to tell customers what it's all about.”