Should Blogging Be Part of Your Content Marketing Strategy?
You run a business site not a blog, so why should blogging be part of your content marketing strategy? Find out now.
Having a business blog is a common practice these days. Why? Because in terms of marketing online there is no better way to reach, engage and demonstrate authority to potential customers.
Whether it is a Cred.com or a MotleyFool, you will see they have resources that tap into their thought leadership and talk to their customers about recent stories, the hottest tips, possible solutions, and pain points.
If you want to skip the meat of this article and cut straight to the answer of whether blogging should be part of your content marketing strategy — the answer is YES!!!
But, if you want to understand why you should blog, not just for your customers, but also to make your business easily visible on search engines, take 3 minutes out of your busy day and read this post.
We’re going to walk you through the top reasons why you should have a blog and how you can incorporate blogging into your content strategy.
So, Why Do You Need a blog?
As a business owner, asking this question is fundamental, and knowing the purpose of the goal is the right way to get started with your marketing. So, here’s what a blog does or lets you do:
1. Helps Boost Business Visibility
As we discussed earlier, a blog can help boost your visibility on search engines. A good blog post with all the optimization strategies can help you rank higher on search engines.
To ensure you attain this goal, you will first need to tap into your potential customer’s intent, when they are searching for the key phrase on a search engine. Then, when you write a good number of articles of excellent quality and making sure you cover all the answers, you will get the visibility you wish to attain.
2. Lets You Share Information with Potential Customers
It is crucial that your customers know about your business, the solutions you offer, and the pain points you promise to solve. Sometimes, the customers aren’t aware that they need a product. Your blog posts, if crafted right, can help them realize their need for the solution you have and encourage them to complete the purchase.
The first place to start is to look at this audience in a broad sense. You don’t necessarily need demographic information or spending habits yet; you just need to focus on one important thing: they’re interested in your company. What you must do is figure out the ways in which they’re interested.
Our “just looking” visitors aren’t ready for most of your sales funnel, they’re floating around the top and haven’t started the descent. That’s okay because we know that they have some desire for your goods simply because they exist — no desire would mean no browsing and sky-high bounce rates.
When targeting passive buyers you need to start by trying to understand why these customers might be looking at your business. Do you have new products that are out now or will be out soon? Is it almost time for a holiday where your industry usually gives big discounts? Do people who buy your products usually need to do a fair amount of research or are these impulse purchases?
With blogs, you can make them understand how your product helps them and the different solutions you offer. It essentially educates your customers.
3. Allows You to Establish Your thought Leadership
Culture is acquired and communicated internally by the organization’s leaders. Initially, the leaders are the people who decide what ideals are learned and passed on. They determine the principles and values, like what to do and what not to do, that will guide the organization. When certain fundamental values have been developed, the leaders then move on to become enforcers of their creed.
As part of your content marketing strategy, a blog can help you connect with your target audience at a deeper level. For instance, if a new bill is proposed to be released or there is a change in the socio-political environment, you can tell the audience how it will impact their business. These articles can help you gain more viewership, visits, and even credibility, which can eventually boost your business.
Lastly, blogs help increase visits and get you more qualified leads that your sales team can crack and convert into customers.
Drawing in and converting customers is what it’s all about, isn’t it? I’m hoping you’ve come to the conclusion that blogging should be part of your content marketing strategy. If so, we have a few quick tips on how to set one up.
Now, How to Create a Blog Strategy?
A blog content strategy is about setting the right goals, tracking the exact metrics, and refining your system to ensure you meet your goals. So, here’s what you do:
#1 Set the Goals
What do you want to achieve with your blog content? Do you want to increase your business visibility online? Do you wish to gain more visits to your website? Do you want to improve your online credibility?
Ask yourself these questions before you start creating the content. For instance, if you aim to educate your customers and tell them how valuable your product is, your strategy will depend on this goal.
Similarly, your goal might be to increase your brand’s online visibility and let more people know about your brand. But, again, identifying the purpose is the key to a successful strategy.
#2 Define Your Metrics for Success
How would you know if your blog content was successful? If your goal is visibility, it would mean more people viewing the blog post, spending time reading through the post, and clicking the call to action.
There are different metrics for various goals. However, it is essential to measure these metrics to attain success with your blog content marketing strategy.
Some of the commonly measured metrics include time spent, month-on-month traffic, and backlink growth.
#3 Focus on Search Intent and Keyword Analysis
It is essential to identify the right keywords for blog creation. Then, try identifying the intent behind the searches made using these key phrases. You want to know more about the target audience, their purpose behind online searches, and how they consume content before you start writing for them.
Try defining the personas, the keywords they are most likely to search with, and the journey of your potential reader, before you start writing. These would help you deliver quality content.
All in all, adding a blog to your content marketing strategy is crucial to establish credibility and trust among potential customers. Apart from the above-mentioned pointers, a good blogging strategy requires you to stay consistent. It is important to deliver high-quality and educational posts regularly so that you drive more customers to your business and add more value to their lives.