It’s no secret that nearly every brand or business has a blog these days. You might wonder, though, is there a strategy behind this widespread practice? Does my brand need a blog in order to succeed in my industry? More than likely, the answer is ‘yes.’
Blog posting is one of the strongest tenants of digital marketing, and we don’t see that changing anytime soon. With benefits that include customer engagement, added value to your brand, connecting and gathering insights from your audience, creating shareable content, and of course, SEO, blog writing is one marketing strategy that you don’t want to be missing out on.
Let’s take a quick look at what a blog can do for your business:
Add Value to Your Brand
Creating and sharing quality content related to your business can help position your brand as an expert in your industry. If you’re a home improvement company, for example, sharing engaging and useful articles on interior painting can help gain a potential client’s trust. Chances are, if they see your brand as an authoritative source on interior painting, they’ll want to buy your paint.
Essentially, providing advice or information “for free” on your website can help establish your client base, leading to more website traffic and more sales.
When a potential client clicks on one of your blog posts, you’re able to start gathering insights. Where did the reader find the link to the post? Was it a social media platform? Which one? How long did they stay on the website, and what topics were they most interested in?
These are the types of questions that your website analytics will be able to answer. Since your blog gives your audience a reason to visit your site, you’re able to learn more about potential clients and how to more effectively market your brand to them. If you’re getting more blog post clicks and traffic from Facebook than Instagram, what should you change about your marketing strategy? Should you change it at all?
The biggest thing you’ll hear or read about the benefits of a blog is Search Engine Optimization, or SEO. Like many businesses, yours will likely benefit from showing up in Google search results. If you want to be the industry leader in interior paints, then you want your company to show up when someone searches for “interior paints.”
While there are many factors that go into search engine’s and their algorithms, it’s a known fact that written content, inner page links, word counts, and content shares are large factors that impact SEO.
Simply having a blog is no longer adequate in the competitive arena of SEO marketing. You’ll want to be posting regularly, have larger word counts, include links to other sites, and create content that can be shared on social media to achieve a greater reach.
Whether you’re just starting your blog or you’re working to optimize your existing one, it’s easy to get overwhelmed. There are a lot of factors to consider when finding that perfect balance of time spent and a quality outcome. However, the business growth and insights that can be gained from a well-run blog can far outweigh the perceived hassle.
Questions? Comments? Need help getting your blog started? Intergetik is here to help.