Why blogging is key to your marketing strategy
Whilst blogging is nothing revolutionary, effective blog content should be an essential part of your overall digital marketing strategy. Blog content should sit at the heart of your campaigns helping you to engage with new customers, whilst also nurturing existing contacts & clients. Afterall, each time you publish a new blog post to your website, it’s another opportunity to show up in search engines & for someone to share that post on social media, getting your business in front of a new audience.
Even if you only publish a blog once a month, it will improve your website’s visibility and help educate your potential customers on why they should trust your company. Content derived from blog posts also provide ‘evergreen value’ meaning it continues to be relevant long past its publication, so traffic grows over time.
Five benefits of blogging for your business
1) Humanise your brand
Your website is a ‘shop window’ for your product or service, but nothing brings your brand to life like a well- written and thought-out blog. Don’t fall in the trap of letting your content sound like it’s been written in a cold, robotic monotone tone so it’s important to make sure you humanise your content using your brand’s personality and values. Also, blogs shouldn’t be used to promote your products/services, instead focus on solving the issues & challenges that will add value to your clients.
2) Be a subject matter expert & build authority
Creating and promoting blog content can help you become an influencer in your industry so use it to build up brand authority for your leadership team or key sales people. Writing about relevant topics important to your audience establishes brand credibility, enhances your professional image and positions you as a thought leader in your industry. At the end of the day – you are using your blog platform to amplify your expertise & knowledge.
3) Improves SEO
Did you know that new content is the key to beating your competitors in search engine results? If you frequently update your content, Google’s algorithms will rank your website higher. Publishing quality content also increases the chance other webpages will reference you; earning back-links and improving your SEO.
SEO is the process of optimising your online content so that search engines will show it in top results for searches of a certain keyword. Blog posts that use a variety of on-page SEO tactics provide more opportunities to rank in search engines and increase prospects to your website.
4) Generates organic traffic
Why would you want to pay for traffic when you can generate organic (free) traffic? Blogging is a great way to generate organic traffic, particularly those prospects who have not reached a purchasing decision yet.
And when you’re looking to share content on social media – blog posts are an absolute must to share on platforms such LinkedIn, Twitter, Facebook, etc. enabling you to leverage your brand to a wider audience.
5) A lead generation tool
Use your blogs in the right way and you can convert traffic into leads. A lead-generating call to action on your blog posts is key, as each new blog post is another indexed webpage providing a new chance to generate leads. Is there an opportunity for visitors to receive emails or to download a whitepaper? This a good way to start collecting leads and offering potential customers a way to get information if they aren’t ready to purchase from you yet.
As you can see, using blog content as part as your marketing strategy provides countless benefits.
Blogs are just more than words on a page, and are a combination of research, technical knowledge, creativity and well written content. Blogging requires resources; and for this reason, it is often outsourced. Hybrid Marketing will work with you to find topics relevant to your business, carry out keyword research, and write and post SEO optimised blogs on a regular basis to support your business as mentioned above. To find out how blogs can help grow your business contact me, firstname.lastname@example.org or on 0800 774 7629