The history of blogging is an interesting one. For a while, the purpose of a blog was entirely personal. People would use blogs as a sort of online diary that was public to friends and family. However, as online marketing evolved over the years, it became apparent that the blog held immense value as a content marketing tool. It presented the perfect way for businesses to regularly publish new content to attract and build a large audience.
With that in mind, if you’re planning a content marketing strategy, then you should strongly consider setting up a website blog.
How A Business Might Use A Blog
The following are a few examples of how you can use a blog to improve your online marketing efforts:
1. Generate Organic Traffic From Google
One of the main advantages of blogging is that it can help you generate organic traffic from Google. When you publish new content on your blog, Google will index it and include it in its search results. As a result, people searching for information related to your business will be more likely to find your website.
Of course, how your blog content ranks will depend on how effectively you optimize it for SEO (search engine optimization). You’ll need to:
- Use competitive, relevant keywords throughout each blog post
- Use internal and external links to improve user engagement
- Promote your blog via social media and email marketing.
2. Drive Social Media Traffic To Your Website
If you have a social media presence for your business, consider promoting new blog content on every channel you’re using. Doing so will encourage more of your followers to click through and read your latest blog post. It can also help your blog posts rank better due to the increased traffic they’ll receive from social media exposure.
It’s also worth mentioning that posting your blog posts on social media improves the post’s chances of being shared by others. Whoever shares your posts on social media will expose them to an entirely new audience, which can help drive new visitors to your site.
3. Establish Brand Authority
One of the primary goals of any content marketing strategy is to establish your brand as an authority in its industry. One of the best ways to do that is by regularly publishing high-quality blog content.
When you publish new, high-quality blog posts regularly, it showcases your expertise on the topic at hand. It also helps to build trust and credibility with your audience. As a result, your blog can help to not only bolster your brand reputation, but to drive conversions.
Additionally, the better your reputation is, the more likely other websites will begin linking to your blog. The resulting backlinks can expose your brand to bigger audiences and cement your position as a thought leader within your industry.
4. Educate Your Audience
By publishing how-to guides and other informative pieces on your blog, you can help educate potential leads in the beginning stages of their buyer’s journey. Not only will doing so help build your brand authority, but it will also help nurture your visitors through the buyer’s journey. As a result, you’ll be in a better position to capture leads and convert them into customers.
One of the benefits of having a blog is that it can have a long-term impact on attracting and educating new leads. For instance, someone searching for information about a problem they’re having may stumble on a blog post you published a few years ago that remains relevant. If your post was educational, they might stick around, exploring your blog or your website further.
5. Generate Leads
Besides attracting new visitors to your website, your blog can go a long way towards helping you generate leads. Your blog can nurture potential leads and build trust, two critical steps towards capturing a lead. However, the blog posts themselves can act as a vessel for conversion. By ending each post with a call-to-action and an offer, you can entice visitors to sign up to your email list.
Set Up A Blog to Improve Your Online Marketing Today
If you’re not already taking advantage of all that a blog can do for your online marketing efforts, it’s time to start. Creating high-quality blog content is one of the best ways to improve your website’s SEO, drive social media traffic, establish brand authority, educate your audience, and generate leads. All of which can help improve your online marketing success over the long term.
The landscape of the Internet is ever changing and Nicole has the energy and aptitude to keep Stevens & Tate Marketing out in front of the pack. She leads an enthusiastic team in strategic planning, development, search engine marketing, online promotions and advertising for the web.