With any business, developing regular new content is a great way to keep the marketing activities and the website updated. Some people believe that blog writing is a waste of time and outweighs any benefits; those people are wrong.
The fact you are reading this very blog right now shows what they can do and the value they have to people and businesses.
So, let’s start by looking at the benefits of blogging.
- Boost Search Engine Optimisation
Search engines love fresh content; so what better way to provide frequent content than with blog posts. By blogging consistently, you give Google and other search engines new content to index and you create opportunities to plug in those all-important keywords to increase your visibility on search engine results pages (SERPS).
- Develop Relationships with Potential and Existing Customers
Blogging allows you to connect with your site visitors. This can be achieved by asking your audience questions at the end of your posts to get the conversation going or by simply allowing comments and feedback. By reviewing and responding to readers’ comments, you can start to build a relationship with your audience, build trust, and gain valuable insight into what your customers are looking for.
- Establish your Business as an Industry Leader
No matter the size of your business, you can build trust and reputation within your industry by providing valuable, expert information in your blog posts. Over time, you can seek to become a “go to” resource for helpful, informative content, which can ultimately lead to increased enquiries and customer conversion rates. This is especially important for small businesses looking to gain credibility to compete with larger companies.
- Connect People to Your Brand
Blog posting allows you to show a personal side of your business that potential and current customers won’t see through outbound marketing techniques. Blogging gives others a sense of the corporate standards, vision, and personality of your company.
Okay, so we know the benefits of creating the blog; but which marketing channels should we use and would benefit from the blogs the most?
- Social Media
Do you ever struggle to find something to post to your company’s social media profiles? When you have a blog, not only do you have great content to post but content that brings people back to your website. Social Media is a great outlet to push your blog content out to a targeted audience, growing your brand awareness. Plus, you can post blog content multiple times, highlighting different aspects of the post each time.
- Email Marketing
Having a blog benefits your email marketing efforts two-fold. First, if you have a company newsletter or perform email promotions regularly, you can use your blog as great additional content. Create a section to highlight a featured blog post or recent blog posts, to your engaged audience. This reinforces their trust in your company and position as a thought leader. Second, a blog encourages new readers to subscribe. You’ll often see newsletter sign up fields on blogs for people who are interested in the current topics and would like to be informed of similar content. This, in turn, grows your email list!
Right, so you know the benefits of blogging and you know what platforms to use to make the most of it – great. But what do I write about, you are probably sat there asking?!
- Your Brand Voice
If your company has a specific brand voice or view, a blog is your stage to showcase it! Blogs help to humanise your brand. The bigger the company, the harder it is to show your audience that there are real people with real lives working there to provide the service or product. Even with smaller firms, getting the tone and a personality behind a brand can take some time but through sustained blogging over a period of time then you can help to achieve this.
- Audience-relevant topics
If your business is selling a product or service, you’ll definitely find opportunities to write blog posts around best practices or how-to’s that directly relate to that product or service. But, don’t be afraid to have a little fun and stretch your content outside of your normal business-specific realm. You know your audience better than anyone, so find and blog about other topics that they may be interested in. For example, if you are in property, your audience may consist of first-time home buyers and you can blog about helpful DIY’s that could come in handy.
- Images and Videos
You’ve probably worked hard to create beautiful brand images and videos, and a blog is a perfect place to show that content. Images and videos keep your blog engaging, educational and fresh while conveying your personality and passion for the industry. Many times on the back end of your website you can easily drop in a YouTube link, or even directly upload image or video files. Then add a description, at least 300 words long for SEO purposes, and you’ve got a great blog post.
So there we have it. We have introduced some of the benefits to blogging, what media platforms are good to use them on and some tips on what themes to write around.
The team here at Pink Penguin love to blog and take pride in offering little bits of advice to businesses. Hopefully you have taken some useful knowledge from this blog.