Let Your Website Tell Your Story: Why Blogging Can Bring Your Brand to Life
The digital age has seen the emergence of a number of sophisticated marketing strategies, some of which many entrepreneurs and marketers are yet to wrap their heads around. So, in light of these new methods, do the traditional old favourites, such as blogging, still work? The clear and straightforward answer is yes; blogging still works wonders, despite its relative simplicity.
Blog posts on WordPress, the world’s most popular Content Management System (CMS) and blogging platform, get a total of more than 400 million views every month. Each month creators on the network publish more than 40 million new posts. This goes to show the many businesses still use blogs to reach a vast audience, and demonstrates that content marketing is still alive and effective.
Let’s have a look at some of the most attractive benefits of having an active blog on your website.
Connect People to Your Brand
Blogging allows you to tell your brand story in detail. Through blog posts, you can explain your brand’s mission, core beliefs, values, and mission. A blog will also provide you with an opportunity to expose your brand's personality, or show a more human and likeable side to your business.
Blog posts that relate your business to real world issues help customers understand and connect with your brand on a deep level. Many companies have been using blogs to tell their stories, spread brand awareness, and build massive followings. You can do the same.
Boost SEO Ranking
A blog is a great way to boost your inbound marketing efforts. Blogging increases the size of your website in terms of page count and amount of useful content; meaning that more pages get indexed by search engines. This way, you can take advantage of keyword optimisation to feature high on SERPS.
Blogs are also great for both inbound and outbound linking. Google has already confirmed that organic backlinking directly improves ranking. Websites that have active blogs get up to 97% more inbound links than those that don’t.
Generate Leads and Conversions
A blog can be part of your outreach program, and sales funnel. The first step is drawing in readers by promoting your blog to potential audiences, maybe through social media, guest posting, or backlinking.
Next, create engaging posts that end with a compelling call to action. Businesses with blogs generate 67% more leads than those without blogs.
Build Customer Loyalty
Another great benefit of blogs is building solid relationships with customers. Readers can converse with you directly through commenting or asking questions on any post. Taking your time to review readers feedback and respond to their questions or suggestions creates a rapport with your audience.
This not only builds credibility, trust, and customer loyalty, it also gives you valuable insights into your businesses from the consumer’s point of view.
Establish Your Authority in The Industry
Informative and educational blog posts can be a way to show your audience that you’re an industry leader in your niche. Offering valuable information, news, and insights can establish your brand as a knowledgeable and therefore trustworthy business.
Your blog could become the go-to source for accurate and useful resources about your industry. This builds both your brand and domain authority, regardless of the size of your business or enterprise.
Starting a Blog
If you already have a website, then starting a blog is easy. You have two options; design a part of the site dedicated to blogging, or go for a third-party CMS like WordPress, Drupal and Magento.
With either option, the first step should be to brand the blog with your colour scheme, logos, layout, and design. Customise every little detail to match with the rest of the website and your brand image. Then, learn how to create and publish posts.
Decide on Voice, Tone, and Topics
After setting up the blog, it’s time to think about the kind of blog posts you want to create – the topics, tone, and voice. These all depend on your target audience and your business model. If your business sells cosmetic products, for instance, then you can use a cheerful tone, playful wording, and even slang. If your business is a law firm, then a formal authoritative tone would be more appropriate.
Writing and Publishing
Deciding on the topics and tone is probably the hardest part of starting a blog. But once you’re done with that, you can begin writing and publishing. The good thing is that you don't have to do any of these tasks yourself; you can outsource the writing and publishing to third-party content creators and managers. All you have to do is go through the finished copies to make sure that each post meets your expectations.
Also, ensure that every post is enriched with relevant, high-quality images, resources, and references to attracts readers and give additional value to the content.
Promote Your Blog
Before your blog starts to gain traction, you’ll have to give it a bit of a push. Use social marketing, guest posting, and email marketing to reach your target audience.
Remember to use catchy titles and exciting content to attract readers. Also, keep publishing fresh content regularly to keep readers coming back for more.
A blog is a useful marketing tool for generating leads and driving conversions. But not only that, it lets your audience connect with your brand and even create lasting relationships with the businesses and its staff. The surprising thing is just how easy, and cost-effective blogging is compared to marketing approaches that give similar results. If your site doesn’t have a blog, you could really be missing out.