Why should you have a company blog as part of your marketing strategy?
What is it that makes your customers buy from you, as opposed to a competitor brand? There are a number of different factors to consider but one of the most important is brand strength. Consumers are much more likely to buy from a brand that demonstrates expertise, which they believe to be a specialist, and that they trust. A company blog is a very simple and effective way to build trust, engage customers, demonstrate knowledge and show customers why you’re the brand to buy from. If you have yet to integrate a blog into your marketing strategy then now is the ideal time to do so.
The benefits of a blog for your business
Some of the major advantages of integrating blogging into your marketing strategy include:
- Improving SEO
- Establishing your business as an industry leader
- Boosting brand awareness and connection to your business
- Driving customer engagement to develop existing relationships and create new ones
- Expanding potential reach with shareable content
Integrating a blog into your marketing strategy – key questions
Who is your blog aimed at?
The first crucial step is to understand your audience. Buyer personas, imbued with the traits of your potential customers, can be very useful when it comes to analysing what your customers need, what they want and where potential pain points are that you could solve for them. Blogs are an ideal forum for demonstrating knowledge and experience within the brand and tying this into how your products and services are the perfect solution.
What kind of blogs are you going to create?
Content purely focused on selling doesn’t do well these days. Consumers are too savvy not to spot when they are being marketed too so blogs should be interesting, educational and entertaining first, and salesy second.
Are you SEO-ready?
Blogs are fresh content that can have a big impact when it comes to improving the SEO of your website. Organic keywords tend to arise naturally as the writing happens but it also pays to do your own keyword research to identify the short and long tail key phrases you want to rank for. Google favours websites that have something useful and genuine to offer users today so make sure the rest of the site is as authentic, creative and useful as the blogs that you’re creating for it.
How are you going to get people to read your blog?
Promoting your content has many benefits, including attracting more attention to it and widening the reach of your brand. There are many ways that you can do this, for example by guest posting on other more popular websites or promoting your blog posts via social media. You could also connect with influencers in your industry and ask them to share your content or join content communities.
The value of a company blog for your marketing strategy is clear. If you’re looking to improve your profile and establish your brand as a go to in the market then blogging has a big role to play in that.
To find out more about how blogging and content marketing can support your marketing strategy, get in touch with our Digital Marketing Specialists today on 020 7100 0726.