• Hannah McCreery

4 reasons your content marketing plan must include a blog

Updated: Aug 14, 2018

As far as content marketing is concerned, blogging is the gift that keeps on giving. It works for every kind of business and is one of the most effective ways to grab the attention of potential customers.

This post will explain why, but first a little background on content marketing:

What on earth is it?

Content marketing is the free and engaging (usually not directly promotional) content you create and share consistently with your ideal client. It’s a long-term strategy that, when used properly, is the best way to turn your product or service, no matter how common, into something completely unique.

Content marketing tactics can include newsletters, social media posts, articles, buyer’s guides, ebooks, videos, webinars, free tools, lead magnets, and blogs, just to name a few.

So let’s delve a bit deeper into corporate blogging. No matter what kind of business, industry or niche you’re in (including brick-and-mortar and e-commerce sites), blogging has huge benefits. So no more excuses that it’s not the right fit for your business!

Blogging has earned its place in digital strategy as an important way of converting customers in the long term. It gives them a reason to trust you, lays the groundwork for future purchase decisions, improves your SEO, and builds credibility for your brand.

Blogs lift your SEO game

We’ll start with the geeky part first. Search engines go crazy for fresh, consistent, top-notch content.

What’s the best way to get regular fresh content without re-writing your entire website copy each week? Yep, you guessed it...blogs.

Blogs are an important way to boost your Google rankings.

Blogging helps boost SEO quality and gives you more opportunities to rank in search engines by using a variety of on-page tactics.

To back that up, here are some facts: Websites with blogs get an average of 434% more indexed pages and 97% more indexed links (meaning you’re that much more ‘findable’ for people searching specific topics).

There you have it, SEO or Search Engine Optimisation is one of the primary reasons people create regular original content and blogs are by far the most effective and quickest way to deliver Google what it wants.

Blogs generate good leads

Blogging offers plenty of opportunities to attract the hungry minds of potential customers. It gives you more landscape to sell your offering and convince your audience you know the score.

An interesting way to think of it is with this fishing analogy:

Let’s imagine you’re (your small business) going fishing for trout (your ideal client) in your local lake (the internet). You need to entice the trout to your line so you can catch them in your net (your website). How do you do this? You find out what trout like to eat (your customers’ pain points and struggles) and use that type of bait (blogs with answers to their pain points and struggles) to get them hooked.

Bit cheesy, but you get it, right?

Well-written blogs can position you as an authority on a subject.

Blogs are another portal to get people to your website. They need to contain little bundles of helpful information providing a relevant solution to their immediate problems or pain points. You want to give the reader information they’re already searching for and be their ‘lightbulb moment’.

Blogs increase your social capital AKA street cred

Two things increase your social capital:

  1. Authenticity

  2. Consistency

Yep, it’s true. If done well, authentic and consistent blogs can be a crucial content marketing tactic to showcase your skills and highlight your subject matter expertise and position you as a leader in your industry.

Like all content marketing tactics, blogs are a value exchange. You provide something of value and in this case your exchange is your audience’s loyalty and trust. As your audience keeps coming back for more, they become active and engaged subscribers and could even become customers.

Want even more street cred? Consistency creates credibility. Ever landed on a company’s blog and noticed the last post was from 2015? Yep, time and technology change in this space so rapidly that content can become dated even as it’s being written.

So it’s important to understand the environment surrounding the topic you’re covering. Has this been done to death already? Has new information come out recently that challenges the points I’m making? How can I take a fresh approach to this topic?

It’s important to look ahead at your content plan and stay consistent. It’s OK to blog weekly, fortnightly or monthly, but make sure you lock that timeframe in and stick to it. This creates trust with your readers as they now know when they can expect another informative and problem-solving blog from you. They’ll keep coming back for more.

Blogs give a voice to your brand

In addition to showcasing your knowledge and becoming a leader in your industry, your company blog is a fantastic opportunity to present your messaging in a humanised, relatable voice. This is where you can really let your authentic and welcoming brand persona shine through. It’s about developing that personality your customers connect with and trust and building a strong, loyal community.

Blogs can help to humanise your brand.

If your brand was a person, what would they be like? Would they be upbeat? Serious? Humorous? Motivating? How do they talk? How do they share content? This is how your customers hear you so your brand voice needs to resonate with the people you want to work with. Whatever your brand voice is, it needs to be unique and consistent across every channel of communication including your blog and social media.

Producing content without creating a robust content strategy is like trying to bake a cake without the oven. You’ll probably be waiting a while for that cake to rise! While it may be tempting to fire off your blog posts as soon as they come to mind, having a written content strategy will save you hours of frustration and headaches. Plus, you’ll see much more success.

Sure, you can probably produce an excellent piece here and there, but does it align with your overall mission? Is it serving your greater purpose?

About the author

Sarah is the co-founder of Storm Teacup Social alongside business bestie, Tamz.

She’s a social media and content marketing strategist who helps busy small business owners become more social savvy so they can get back to doing what they need to do.

She's also a self-confessed coffee connoisseur, a die-hard podcast-a-holic, and is crazy obsessed with animals. Connect with her on her business Facebook and Instagram.

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