There really aren’t any good reasons for your brand not to be blogging in 2020.
Every now and again, someone snarks on social media that blogging isn’t trendy, but that’s just not true.
In this blog, which we understand is essentially a blog about blogging, we’ll explain the 5 reasons your company needs a blog in 2020.
1) It’s great SEO
The most practical reason for blogging is that its amazing fodder for search engines. It gives you a reason to update your website (Google loves sites that are updated often!), and it gives you another excuse to liberally sprinkle keywords on your company’s website.
Search engine optimization needs to be a crucial part of your inbound marketing strategy, so build your online presence with compelling blog articles that deliver exciting content to your target audience.
But make sure that your blog content is designed with a human audience in mind. Don’t write for search engines, write for people. One of the common reasons that search engines downrank websites is that they are obviously trying to game the SEO system and write for bots, not people.
2) You can position yourself as an expert
There’s a good chance that most of your competition does not have a blog as part of their marketing strategy.
You can use your blog to ensure that your customers know that they’re dealing with the best in the business. Become a thought leader in your industry. Explain to do’s and don’ts of a product or service that you offer.
What is a common misconception about your company? What is an easy mistake to make when installing one of your products? Is there anything in your industry that no one is talking about?
Don’t hesitate to give away a few tidbits of information so that you have better-informed customers using your website, and that will turn into sales.
Be honest with consumers, and they’ll want to spend their money with you.
3) You’re developing customer relationships
Further to the last point, one of the benefits of blogging is that you can really write from a personal perspective.
Blogs are a big part of content marketing, and content marketing is all about reaching your customers through non-broadcast channels.
Buying a display ad or a radio commercial is a marketing tactic that might get your name out into the world, but providing great content, whether it’s through blog articles, white papers, PR campaigns, or what have you, is a really reliable way to get your audience to understand you.
Honesty will get you pretty far, but so will creativity, humor, and audience interaction.
4) Brand building
You can use your blog to increase the visibility of your brand to customers, but also to prospective employees and partners.
Talk about your company culture, your company values, maybe the work-life balance that you offer. While you’re attracting potential employees, you may also attract potential customers who want to support you because of the way that you do business.
Your content is a huge part of your brand, and the more great content you can put out, the higher your brand awareness will be.
Tell your audience why you started your company. Tell them the thing that drives you to be better every day. Tell them your value proposition: what do you offer that your competitors don’t?
Not every blog post needs to be about your product or service. Throw in some honesty, some humor, and some insight that they won’t get anywhere else.
5) It gives you more content
We’re all trying to find new ways to create content for social media and other marketing channels. Your latest blog post is the perfect thing!
Always ensure that your blog has a great image to accompany your killer headline – when you share your blog to social, your image will come up automatically, but only if you have one in the first place!
Use your blog posts on social, add them to your email newsletter, or any other digital marketing platform that you’re using. Share it with your employees, ask them to share it on their social feeds, and maybe even throw a few bucks at an ad to get beyond your organic reach.
As we mentioned in point 1, one of the tenets of SEO is that your website needs to be updated often. A monthly blog post should be plenty to keep Google and the others happy, so why not boost your SEO and get more engagement on social media while you’re at it!
When you’re planning your content calendar, make sure you’re planning ahead for blogging as well. No one wants to spend a pile of money on search engine marketing if you can get that traffic for free, and a great blog will make a huge difference in your numbers.
A bit of time and thought into your blog will be a big payoff for your organic traffic, your content strategy, and, ultimately, your brand!