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It’s easy to understand why so many businesses steer clear of blogging as a marketing tool. An effective blog takes time, effort, and perhaps most of all, creativity; because of this, many business owners feel that blogs are not worth the return. After all, we’ve all seen plenty of blogs that resemble a wasteland, plagued by uninspired content and a few apathetic viewers.
These unfortunate examples need not discourage you from blogging altogether; a simple strategy, paired with some expertise in your field of business, can be enough to avoid the same fate.
If you are willing to put in the time and effort, a blog can be a powerful and multifaceted tool, benefiting both your SEO and branding efforts while generating additional traffic to your site.
Blogging for SEO
Blogging is used to boost two areas in particular that search engines value greatly.
Firstly, the creation of new and valuable content is highly valued in determining search rankings.
Secondly, when you create valuable content, you open up opportunities to better utilize your social media and build up backlinks. You may have thought your Facebook or Twitter account was enough to market your company, but with a blog, your content and social media can complement each other. Your blog posts may bring in new viewers, who notice your Twitter feed and begin to follow you, and vice versa.
If your content is truly exceptional, you’ll begin to find other blogs and websites linking to your blog, building up the always coveted backlinks to your website and sending your search rankings soaring.
Your Brand and Your Blog
Aside from just generating traffic, your blog gives you an opportunity to reach your customers on a more personal level. It allows you to show the people and the company behind the brand name, and to establish a more personable company identity, forming a more intimate relationship with customers that goes beyond purely commercial interest.
It also gives you the opportunity to show off your expertise and knowledge- by publishing great content, you are establishing yourself as an expert in your field, giving customers the utmost confidence in working with you.
If you are going to spend years building a business, it’s in your best interest to show off some of the knowledge you’ve picked up along the way for your customers.
At the end of the day, your blog allows you to promote your company’s brand to customers without giving off the impression that you’re constantly trying to sell them something, and the company-customer connection that arises from that is invaluable.
A Model Blog
A blog’s content can come from a variety of sources, and focus on any number of topics. One exceptional blog that has an impressively diverse content section is from Southwest Airlines.
At www.blogsouthwest.com, content ranges from promotional deals and employee profiles, to an original music-based video series, to an instructional piece on making a homemade rain garden. With such a wide array of content, they attract a diverse audience from all across the web, collecting hundreds of Twitter retweets and Facebook shares on various posts across the page.
Southwest effectively uses this blog to promote itself in an informal and low-pressure environment, and the results speak for themselves. According to Alexa, a web traffic information company, the blog has over 1200 different websites linking in, providing a significant search engine rankings boost.
Your blog does not have to match the top notch content or results of a major corporation like Southwest. With a bit of effort, however, it can become an indispensible tool in marketing your company on a budget.
At inSegment, we are experts in engaging your audience as part of a greater SEO strategy. See what our services can do for you.