4 reasons blogs succeed—and how yours can, too

Savvy PR and marketing pros can increase traffic to their websites and boost brand awareness (and sales) by publishing posts that consumers want to read.

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They increase search engine traffic, build authority in competitive industries, generate more leads and improve conversion rates.

Small businesses employing blogs report a 126 percent increase in leads, search engines index 434 percent more pages for websites with blogs, and companies that blog receive 97 percent more inbound traffic from outside links.

Those are the success stories; creative and sustained efforts have built their success.

The following are four reasons why those blogs win and why so many others fail:

1. Content

Blogs should provide information about trends and developments in trades that will benefit visitors. They should spotlight your proprietary knowledge and expert wisdom, not spew sales pitches.

Blogs attract visitors when they profit from your expertise, so bloggers should write with those visitors in mind.

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