Research clearly shows that blogging is worth its weight in gold for businesses looking to accomplish an array of objectives, from strengthening brand awareness to increasing customer acquisition to improving lead generation and more.
For example, aggregated research has found that websites with a blog experience 434 percent more indexed pages (search engines recognize blogs as a source of custom/premium content, making these companies’ websites more easy to crawl and index). That same research shows that B2B companies that blog get 67 percent more leads compared to those that don’t, making blogging a key part of the modern-day sales cycle. It’s no wonder why nearly half of marketers say that blogging is currently the most important part of their content strategy.
Indeed, these statistics are encouraging; however, best practices must be implemented in order to achieve these very desirable numbers. One such best practice that many companies I’ve worked with seem to either forget or overlook as unimportant is bylining their blogs.
A byline is essentially the name of the individual who wrote the blog, and it should appear prominently on the page where the blog is posted—usually under the title. Whether your company blog is authored by multiple people, a couple or just one, every single piece of content that is published onto your blog should have an author attached to it.
Building up even just one name online—otherwise known as building one’s author authority—matters big time. Here’s why and how to get started:
Bylining organically strengthens your company’s reputability/credibility as an SME: As Eric Enges, CEO of Stone Temple Consulting recently explained, “The benefits [of bylining] are becoming well known, trusted, and respected as an author in your field is first and foremost a human value. That is the engagement, actions, recommendations, reshares of real people in your audience that bring value to you regardless of whether or not there’s any search ranking benefit.” As people start to recognize individuals consistently producing valuable pieces of content—and subsequently, as they begin to make the connection that those people are tied to a specific company—the benefits begin pouring in.
How to get started: Bylining is quite literally the easiest thing to set up. In WordPress, for example, you can simply customize your name in “Settings” so that your byline reads exactly as you’d like. If you have trouble doing that, you can always add your byline at the top of your post where you enter the actual body copy of your blog. In this case, you would simply have to keep manually typing your name at the top of every post before publishing. You can also download a WordPress plug-in for author bylines—here are three recommended ones to check out.
If you plan to feature multiple authors on your blog, you can either send the individual an invitation to contribute to your blog (that person’s name will then automatically appear with his or her contributed blogs upon publishing) or you can download a WordPress plug-in for multi-author blogs. Check out these three recommended multi-author WordPress plug-ins and more info.
For many readers, a blog without a byline can be questionable. Do your brand a favor and feature the awesome person behind each of your equally awesome pieces of content.