Blog Marketing

Blog marketing is the process of using a blog to create awareness and drive traffic to a product or service. It is a technique that companies use to keep existing customers informed about their product or service and seed interest in new customers. Find out how to use Blogging for Marketing.
A blog is the modern equivalent of the company brochure, which used to be found on desks at tradeshow exhibits. A blog is not just for text-based writing but can also include pictures, videos, etc. so long as they are relevant to the topic at hand.

Blogs are part of a Content Marketing Strategy

Blog Marketing is part of a content marketing strategy.  It is a useful way to communicate with your customers and potential clients. It is also a great way to support the salespeople in your company.  By publishing content that they can share. And by attracting an audience of potential clients.

Blogs for Marketing

Blogs are a big part of a content marketing strategy. Blog marketing is probably the very first place to start content marketing.  By implementing a successful blog marketing strategy you will grow your business and audience.

The upside of Marketing Blogging

stacked rocks indicating an Upside.
  • Low-cost Marketing

Content Marketing has had been found to result in lower cost per lead vs paid marketing.    

  • Low-Risk Marketing Strategy

It is a low-risk marketing strategy.  It can be seen as an experiment to test the waters before you decide to spend money on paid marketing.

  • Improve SEO

Every time you create and publish a blog post, it's one more indexed page on your website, which means one more opportunity for you to show up on the search engine results page (SERP) and drive traffic to your website in organic search.

A significant ranking factor for Google is topical authority.  Google collects signals about how authoritative your site is on a given topic, and this positive ranking factor can help drive traffic to your website.

  • Drive Traffic to your Website

You can drive significant traffic to your website.  With many pages ranking high in search results, you will get many visitors.    

  • Convert traffic into leads.

Inbound traffic from organic search and shared social media has been found to convert at a higher rate vs paid channels.  

  • Nurture Leads into Customers

A blog marketing strategy can change the way people perceive your brand.  When you educate prospects and provide valuable content, it portrays expertise and industry authority.

When your target audience views you as an industry leader or authority, they will see you that way.

If you can, try to imagine how beneficial it will be to a perplexed lead if you send an educational blog article that you wrote to clear things up? How many more opportunities do you see for a salesperson to close deals, if their leads discovered blog material produced by the salesperson?

  • Long Term benefits

If you write a blog post that brings both traffic and leads.  And that blog post is "evergreen" meaning it is relevant content for a long time.  That means for a very long time people will continue to visit this page, and some will become leads.  

Over time this tends to snowball in a great way.  

The downside of Marketing Blogging

Thumbs down indicating a downside

  • Time Consuming

One downside of blogging for marketing is that it's a time consuming process.    It takes time to research, write and publish useful content on your blog.  In order for blog marketing to work, you will need to produce excellent insightful posts.  

  • Long Term Investment

For most companies when they are starting out it will take a significant amount of time to grow website traffic.  Generally it takes several months before any blog post in particularly will  start seeing any kind of significant traffic. This is why it's important to consider your time commitments before you start blogging for marketing.

Think about how much time you are willing to put into a blog strategy.  If you are not able or willing to commit the necessary effort, then perhaps it will be better if you allocated that time elsewhere.

  • Requires Organization

Successful Blogs take consistent fresh content.  And setting up an editorial calendar to regularly update the blog with new content and update previous articles.  

  • Requires Skill

Writing, editing, and graphic design are skills.  They take practice to to become proficient.   As a business owner, you will need to practice, and improve these skills over time.  

Creating a blog post takes time and effort. And it does not make sense to do this if the quality is not great.  You want your blog posts to look professional and to provide real value for the reader.  

If you choose to hire someone else to create content,  you will also need to establish ground rules and a detailed process for producing, editing and publishing blog posts.

How Blog Marketing has impacted business and corporate arenas

Blogging has affected corporate business in a few significant ways.

One way is that businesses have realized the importance of creating quality content for their blog. This is because they understand that in order for their blog to be successful, they need to produce content that is not only high-quality, but also relevant to their target audience.

Another way that businesses have been impacted by blogging is through the use of social media. When businesses post links to their blog posts on social media, this helps to increase traffic to their website. And as we know, increased traffic can lead to more leads and customers.

Lastly, businesses have also seen the benefits of using blogging as a way to build trust and authority with their target audience.

Chart showing that as blog posts increase so do the number of leads
What is typical is, as you post more blogs to your website, then the number of leads generated continues to increase.

How to do Blogging for Marketing Purposes

So you've decided you would like to do a business blog.    Great!  But how do you get started?

Figure out who your target audience is. What are some of the issues that they struggle with?  How can you provide them with useful information to help them overcome these problems?  Figure this out before you start blogging, because   it will help you to create better posts.

Make sure your Websites Host has a CMS

Find the best blog hosting service for your budget.  Both free and paid blogging platforms are available.  This is usually referred to as a CMS - content management system.    A CMS will allow you to easily upload blog content.  It will also provide convenient publishing options (usually with a user-friendly mobile app).

Image of a wireframe used in web design

Design your Blog

There is no one-size-fits-all answer to this question, as the design of a successful blog will vary depending on the niche and target audience. However, there are some general tips that can help you to create a blog that is both visually appealing and user-friendly.

Firstly, make sure that your blog's layout is easy to navigate. You want your readers to be able to find the posts they are looking for quickly and easily. Secondly, use an attractive and professional-looking template or theme. This will help to give your blog a polished and professional appearance.

Decide what to write

This is where keyword research comes into play.  If you are planning to write about your niche or industry, then you should use keyword research to find out what phrases your customers are searching for. That way, you can make sure that the content on your blog relates directly to what your readers want and expect.

Choose a topic that is specific enough so that it will appeal to a very targeted  audience - this will make it easier to create blog posts, and the content will be more relevant.  But on the other hand, make sure that your topic is broad enough so that you can cover essential aspects of it in-depth.

Write a Blog Post

Here is the part where a successful blog strategy begins.  Actually getting started generating blog content.  Business blogging will need to be helpful, and professional.  Make sure your content is geared to your target market.  

Make sure that your blog post covers the topic completely.  This is important for search engine optimization. And make sure that the tone and information are interesting and valuable.  This is how you will keep your audience engaged.

Image showing Analytics Dashboard.

Use analytics to track performance in search engines

You need to use analytics tools such as Google analytics, Google search console, and Bing Webmaster tools.    These will allow you to track the performance of your blog posts.  You can also use these tools to determine which topics are working best.

Be sure to include CTA's

As with all digital marketing, make sure you include a Call to Action.  Common CTA's for blogs are subscribe, call, or complete a form. Make sure you use email marketing to inform your potential customers when there are new blogs.  

By using blogging as a portion of your online marketing you can convert visitors into leads.  

Letters spelling Don't Quit.  Keep up the hard work as it will payoff.

Keep it up!

Blogging makes sense as part of an inbound marketing strategy.  Content, and and specifically blogging is a really great way to promote to online users.  By  producing a steady stream of new content you can attract more readers to your site.  This will promote your business and services.  

The only thing to do is to keep writing blogs.  As you gain visibility in google and other search engines, you will gain inbound links. This is how your brand and business can become a market leader.  

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