Blogging Tips Plus What to Do with Your Blog Once it’s Published
When it comes to digital marketing, we are constantly looking for ways to stay ahead of the curve to break through the noise.
Sometimes we can’t see the forest for the trees. We focus so much on short-term gains that we aren’t always considering the longer game. So we have a tendency to drop the ball on some of those older forms of digital marketing, like newsletters and blogging.
But dropping the ball on blogging is at your own brand’s risk.
Why You Need a Blog for Your Brand
Brands big and small can benefit from having a blog. There are several reasons why it should be a key part of your marketing strategy.
The first is that it provides content rich marketing. Constantly pitching a service or product to your marketing audience can quickly be seen as gimmicky, even disingenuous. Today’s consumers want to know what your brand can do for them and how you can improve their lives. Blogs are a way to deliver rich content full of information and value to your target audience, including thought leadership for your industry audience. They are also highly engaging when you include multimedia.
Audience Trust and Engagement
People today want to feel like they are a part of something, rather than just being sold to. Because people tend to trust the written word, that makes a blog ripe content for sharing your perspective and insight while building trust with your target audience. However, make sure that you always share accurate information and communicate honestly with your audience.
You can further leverage your blogs by sharing them across your other digital channels. This encourages audience engagement and builds community around your brand. It can also help broaden your blog audience base by attracting new customers or clients.
Blogs are amazing for helping you improve your SEO ranking. While you have to invest time and effort into a blog, it’s a great way to help you appear higher in online searches without having to pay for PPC ads. This is because blogs give you the opportunity to incorporate internal links and long-tail keywords, or phrases, that help drive traffic to your site. The more blogs you post, the more opportunities you have to appear in relevant searches. Make sure that you are doing keyword research and include relevant internal links to other blog posts or your website in each of your articles.
What Do I Write About?
Blogs allow for a wide variety of topics. The main thing to ask yourself is, “What does my audience want?” Answering this question will help you figure out what to write. Here’s a few ideas for general topics:
- Product how-tos or FAQs
- Behind the scenes
- Business information
- Industry insights
- Recipes (great for those who sell kitchen gadgets or food)
- Historical, medical, scientific, or other educational content
Be sure that you not only include timely articles on your blog, but evergreen content that will continue to be relevant in years to come. Not only will people who happen across an older blog post find evergreen content still relevant, but you can reshare the content in the future, which means less work for you down the road.
I’ve Published a Blog, Now What?
With blogs, it’s all about multi-channel marketing. Once you have an article published, you can’t just expect it to live on your blog and do the work for you. You have to share, share, share!
We briefly touched on sharing your blogs on social media. Being able to share this rich content on your social channels offers value to your audience and goes beyond the superficial posts. LinkedIn is the perfect place to share thought leadership or other B2B articles to fellow industry professionals. For B2C, Facebook is the hot place to share your product how-tos, tutorials, and more.
Another option for sharing your blog articles is through a routine newsletter. Email can often be overlooked but is still a highly effective form of marketing, especially when you personalize an email by including the recipient’s name and utilize highly targeted audience lists. Just as you would in a social post, tease your article in your newsletter, letting audiences know what information they will learn by clicking on the link to read your article.
Blogging is a highly effective way to market to today’s sophisticated consumer. Through blogging, you can increase your audience, provide relevant information, engage consumers, and reshare content in a multi-channel approach. A brand blog is a key part of a holistic approach to marketing that can help you see a big return on investment.
Still not sure where to start when it comes to a blog? Attuned would love to help! We are an invested partner that believes in a holistic approach to marketing. Contact us today to learn how we can help you with all of your marketing endeavors.