Since the birth of digital marketing and the reiterated importance of this marketing avenue, companies are now utilising the majority of digital marketing techniques to ensure that their presence online is as significant as possible, however one technique that isn’t used as frequently as it should is blogging.
Blogging is something that not only gives organisations a platform to publish relevant information regarding their products and services but it also provides advantages, such as the following:
- Drives traffic to company website
Blogs can and if done effectively, will generate traffic to your website. This is due to the fact that the more blogs that the business posts around a number of different topics, the more pages from the company domain will be indexed into search engines, which in turn generates more traffic and potentially more revenue. (Holtz and Demopoulos, 2006)
- Humanises the brand
News pieces from a company not only shows customers and users that there is a real expertise in knowledge in regards to a number of subjects based around the said product or service but it also allows businesses to portray a more human side to their writing. Blog posts give businesses a unique opportunity to share their voice and personality, building up trust and increasing the brand’s likeability quotient.
An example of how a company has humanised their brand is Coca-Cola with their Unbottled Blog. This blog has enabled Coca-Cola customers to see and understand the company beyond its conglomerate stature and see and understand that the company is doing much more than selling their products. To see Coca-Cola’s Unbottled Blog, please see here or alternatively see below.
- Supports social media initiatives
Sharing other people’s content on a business’s social media is great but having a platform to publish content allows users to read and ultimately click through to the company’s website instead of someone else’s, which in turn generates an increase in leads and more importantly, conversions.
An example of this can be seen here, alternatively see below.
- Works towards establishing authority and generating free PR
A company blog allows businesses to showcase both their experience and expertise in regards to their field, which is also something that will establish a certain amount of trust between customer and organisation. Due to a company’s expertise, they can often be interviewed by journalists as industry experts, which in turn generates free PR for the organisation.
An example of this can be seen here, alternatively see below.
