In Pardot and digital marketing today, most organizations have corporate blogs. Almost all of them. If they don’t have one, they’ve stared at the blogs of other organizations and thought *really* hard about starting one, which is a step in the right direction. What a lot of people don’t realize is that if you aren’t keeping your organization’s blog updated or have opted out of having one entirely you are missing a massive opportunity. From email newsletters to SEO results, blogging can be so much more than just website filler. Even though blog upkeep might seem too daunting to bother with, keeping it active should be a main priority in your marketing calendar. Let’s talk about why.

Answer Questions

One benefit to keeping an active blog is that you’ll have the ability to answer a prospect’s questions using in-depth walkthroughs featuring pictures and graphics. You’re not going to be able to say everything you want about your organization on your homepage, emails, or other landing pages.

Less is definitely more in those areas. In fact, you should be trying to condense content down in those places to make it easier to absorb at a glance. But if your prospects and customers still want more information, you can give them that with up-to-date blog posts. Thoughtful blog posts can give a lot of missing context, and they give you the opportunity to talk more about what makes your organization special.

Pro-Tip: Using links in your blogs? Make sure to create custom redirects in Pardot, so you can keep track of who is clicking on those links and collect data from that. Let no click go to waste!

Gain New Traffic

Did you know that if your blog isn’t updated regularly, search engines will be less likely to place you in their results? It’s true! The more blog entries you have, the more content search engines can index, resulting in your blog/website being recommended way more often.

Including keywords can boost your SEO, and staying active on your blogging is vital to connecting with more prospects. If you’ve ever gone to a website and seen that their blog hasn’t been updated for a few months, then you know what we mean. Something feels off about it, and you don’t want your prospects wondering why you haven’t taken the time. Updating regularly adds a level of thoughtfulness to your site, and assures people that you’ll be present for them if they need you.

Have Content To Recycle

An active blog can offer additional content for your marketing plans. Whether it's sharing the post on social media or building out full campaigns based on your content, it’s important to have a constantly evolving stream of relevant blog posts to share with prospects and customers.

Staying relevant with fresh content helps click-through rates and can also assist with ROI and brand awareness overall. Plus, if you set up links to other relevant blog posts within your blogs, you can see which specific subjects your prospects are interested in and angle your marketing strategy accordingly.

Test On Smaller Scales

Occasionally, you’re going to have new and exciting ideas for your organization. It’ll just pop into your head while you’re eating dinner, and you’ll think, “You know, I think this could really work for us”. Inspiration can strike just like *that*.

When an organization has an active blog with content that’s relevant to their target demographic, it does more than just help drum up new business. It can also help cement the business you already have. An active blogosphere communicates that an organization understands the problems that its audience is facing and wants to go the extra mile to help solve them. It shows that you’re paying attention to the changes and trends in your industry. It shows that you’re committed to being informed, and keeping everyone else informed. That’s how you build and maintain trust.

Customer Relations

When an organization has an active blog with content that’s relevant to their target demographic, it does more than just help drum up new business. It can also help cement the business you already have.

An active blogosphere communicates that an organization understands the problems that its audience is facing and wants to go the extra mile to help solve them. It shows that you’re paying attention to the changes and trends in your industry. It shows that you’re committed to being informed, and keeping everyone else informed. That’s how you build and maintain trust.

An active blog may seem like a small thing, but don’t be so quick to write it off. An ongoing feed of fresh content helps solidify your brand in the mind of your audience and can increase your ROI across the board. It’s one more step that takes a little bit of effort, but can have a really huge impact.

Questions about using your active blog in conjunction with Pardot?

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