Okay, not necessarily blogging about blogging but I just love saying that whenever I get the opportunity to (Guilty!). Blogging does hold many benefits and you should definitely utilize the opportunity to start up a blog. Let me tell you why…
Eridon, C. (2013) details how blogging can help drive traffic to your website through organic searches. Each and every single indexed page is yet another cue to google that your site is active. Consequently, every new indexed page is another opportunity to show up within search enginges and drive traffic towards your website and for this to convert into sales. I’m guessing you get the gist of this now! Also no doubt, alarm bells are ringing that blogging is a worthwhile strategy to element. Slow your horses, we’ve only just begun!
Blogging is highly beneficial if you understand your audience and what exactly they are looking for. Following acquiring knowledge of this, the rest is (with the right knowledge), a piece of cake! (and I do love me some cake!).
So, as a business owner, blogging will enable you to share expertise and build credibility through the outlet of (you guessed it) blogging. It is through this outlet that you can show visitors to your site how much you know around said specific topic and consequently gain their trust by divulging valuable information on specific topics of interest. For example, as shown below, The Beauty Department’s example of how to contour, for all of the users interested, this provides a thorough step-by-step guide on how to complete this. Users comment asking questions and are responded to, leading to trust and future engagement to discover other methods of expertise.
Continuing from this, blogging will not only heighten consumer trust but will also encourage visitor engagement. Consistent blog posts with relevant, interesting topics will form relationships eventually with consumers and through these relationships and enhanced trust, it is possible for brand loyalty to be enhanced and sustained (which probably sounds like music to your ears!).
Orzan, M. et al (2009) detail how importantly, the conversational, colloquial and seemingly truthful character of blogs implies the authenticity and credibility of interpersonal communication and these attributes differentiates blogs clearly from most traditional marketing media further driving consumer engagement.
In an attempt to add further depth to consumer engagement, demographic targeting can be assessed. Blogs can aid both targeting and outreach. For example; a hairdressing company posting specifically about varying hairstyles for the niche of those interested would of course be regularly updating engaging, real-life applications which are entertaining and informative all through the medium of something as simple as a set amount of blog posts per specified time-frame. Furthermore, through comments, it could be assessed what this demographic require. See the below example of a hairdressing blog in which consumers tell her what they like about her blog. One lady comments ‘Love this, I couldn’t agree with you more! I follow you on almost every platform, your work is very inspirational as a fellow hairstylist/ session hairstylist. I will admit I do missing out on liking a post or two because I now live in Dubai. The time difference + the randomness at which I check my Instagram, so I don’t see everything from a lot of the US based accounts I follow. Much love!!’
Olenski, S. (2014) states how relevant and popular social indicators can continue to increase in relevance relative to search engine optimizing and that true authority building and reputation management tactics have grown alongside this. Olenski then continues to use the example of Moz Blog; mentioning how Moz is a gateway into the largest and most established online marketing communities on the internet, hosted, coincidentially on their own branded web property.
Engage with other experts
Once established and set up on a blog, it can be beneficial to engage with other experts, comment on their work, like their work. This is a great way of reaching out to other experts in your space and strategically building connections which could later benefit you such as their fans following you through promotion or so forth. However, it should be noted that most blogs won’t allow a comments section to be indexed therefore there is no use trying to publish content from this
Take the time to develop an engaging content strategy. I posted a blog on how to enhance this previously, click here to read up on it. Naturally, the content of your blog is fundamental. if the content that you provide isn’t good enough and readers aren’t interested then no matter how hard you try, your efforts will be thwarted. Users will be disappointed, they will not share content and they will not return to your blog. Content will be only be read is quality si good and creates further value to the consumer. This can only be achieved through a target groups needs and interests being catered for.
Schneider, A. et al (2010) detail how blogging allows interaction with readers, which is what makes it a form of social media. Comments are important to see what interests readers. This information will help choose related topics that will continue to provide interesting content. Following this, information should remain accordingly focused.
HOWEVER, be aware that although comments provided can be nice and provide insight, it is also possible to receive content that is negative and could have a negative impact on marketing efforts. Furthermore, creating blogs for a set time period can be time consuming. It is absolutely vital to decide whether your company has the resources to invest within blogging. I mean, if you do, there’s some hella’ good benefits!
Aaaaand last, but certainly not least.
Host your blog on your website as this enables more creative freedom!
For an example of some really good business blogs, click here.
Thanks for reading, I hope that you took something away from todays blog! And as I like to end on a positive note, here is an example of a successful blog; Perez Hilton’s website/blog and yes, I’m guilty of reading the occasional post! A lot of shares, ‘buzz’ and so forth. He knows what his demographic wants; celebrity gossip, outrageous comments, not afraid to test the waters. His content keeps users interested, wanting to share and stay on top of celebrity gossip. Furthermore there is an added element of humour which further interests fans and keeps them returning to read more and share content.
Until next time, HAPPY BLOGGING!
Eridon, C. (2013). The Benefits of Blogging: Why Businesses Do It, and You Should Too. [online] Blog.hubspot.com. Available at: http://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht [Accessed 20 Apr. 2015].
Olenski, S. (2014). Three Hidden Benefits Of Blogging For Marketers. [online] Forbes. Available at: http://www.forbes.com/sites/steveolenski/2014/03/13/three-hidden-benefits-of-blogging-for-marketers/ [Accessed 20 Apr. 2015].
Orzan, M. et al (2009). BLOGGING: AN EFFECTIVE TOOL OF INDUSTRIAL MARKETING. Web of Science. 14(9), 153-157.
Schneider, A. et al (2010). Social Media Networking: Blogging. The Journal of Medical Practice Management : MPM. 26.2, 82-5.