Does your business have a blog? If you answered that with a “no”, firstly, don’t be afraid that you’re talking to yourself in front of a computer screen, I can hear you (I can’t), and secondly, take comfort in the knowledge that you’re not alone – not by a long shot.
Even now, in 2018, the humble blog is largely being overlooked in lieu of videos or GIFs or podcasts, when in actual fact, they’re still as relevant as ever. The problem is, not many people understand the benefits that come with maintaining a professional blog – of which there are many.
So, this article goes out to all the business owners who have that nagging voice in the back of their head telling them to include a blog in their marketing strategy (surprise! It’s usually me), and I hope that the reasoning contained within might just nudge you in the right direction.
Build a Brand
Let’s jump right in at the deep end. Under the reign of social media, it pays for businesses to have a unique, identifiable brand, composed of a colour scheme, logo, values, and most importantly, a tone of voice. The brand not only informs the workplace culture, but it creates a relatable personality for customers to engage with, setting your business out from the competition.
A regularly updated blog is the ideal tool to not only perfect the tone of voice, but to prove it. Blogs are essentially a way to communicate news, opinion and fact to an audience, and if you work in the tone of voice and a peak behind the scenes, you can also put across your brand’s identity in 500 words or less in a way that proves you are who you say you are.
Reach People Without Worrying About GDPR
GDPR: just four letters, but the cause of at least a hundred nightmares. For digital marketers, GDPR presents new challenges in how to reach target audiences when positive opt-in just became the law. That means the rules have completely changed around mailshots and newsletters.
The rules haven’t changed, however, around blogs. You don’t need to hit people’s inboxes or run the risk of soliciting the ICO’s wrath if you put your content safely on your blog and distribute the link from there. Not only that, but the blog remains a popular location to generate sign-ups for email marketing, so you can build up your newly-compliant email lists without breaking a sweat, and get your thoughts out there.
Help Your SEO Efforts
Spending lots of money climbing Google’s perilous rankings? It’s a sharp drop to the bottom the moment you stop spending so much! Rather than just rely on PPC and throwing cash at the problem in order to secure page one ranking, why not go the subtle route with targeted keywords?
With a little bit of research and the right copywriter on side, you can make every blog contribute towards securing that page ranking through original content. Include a mixture of long and short tail keywords and you’re onto a winner without breaking the bank.
Build Your Authority
It’s your business’ blog, and with that comes an opportunity to not only show off the business’ authority in its market, but also yours and your team’s. By writing about relevant headlines, new legislation, topics your clients would be interested in, and answering popular questions to solve readers’ pain points, you can cement authority within any given topic.
This is especially effective when disseminated on social media or on your own LinkedIn as a long form post – but more on that another time.
Content is King
Finally, we end with a phrase that’s become so common, I’m surprised nobody’s had it tattooed on their forehead yet. Content is King, ladies and gentlemen. By creating and maintaining a business blog, you can generate your own content to share on social media, repurpose for direct marketing, or even to help sell to clients.
Rather than relying on third party content to populate your social media, original blog content brings together all of the above points to give your social media strategy – hell, your whole marketing strategy – a much-needed boost.
So, what are you waiting for? Call your web developer, dust off the ol’ website blog, and get typing. Or even better, get me to do it for you. Peace out!