As a company in the marketing industry, we often get asked…why are blogs so important? While it is very much about communicating helpful information to your clients and target market to enrich their experience, there is a whole lot more behind the blogging strategy. Let’s dive in, shall we?
CREATE A BUZZ
Ever heard of the term “buzzwords”? It’s something us advertising folk like to say. You may also hear us refer to them as keywords. What we really mean are words your customers are going to be searching for on the internet that you want your website to pop up for. The more these words are in your web content, the better…just not too much or that’s called “stuffing” and that’s a whole other story.
Blogs are a great way to strengthen your SEO (search engine optimization) when written based around your keywords. On a more human level, this is also a perfect way to create a discussion topic for your potential customers to get “buzzing” about your company…see what we did there?
TELL YOUR STORY
If social media is the front line of interaction your clients have with you, blogs could be considered a good second line. On Facebook, Instagram, Twitter, LinkedIn and other social media channels, the point is to put out small bursts of interest catching information that will grab your customer. You can take advantage of blogs as a way to expand on these short topics. Discuss company changes, share industry knowledge, and find a way to create a bond with your reader.
A great tip – take a small tidbit from a blog on your website and turn it into a social media post. This is another way to lead your potential customers to your website where you have a better chance of converting them into a client. Whatever you do, just tell your story, and make a connection. Blogs are all about fostering a relationship while providing useful knowledge.
DRIVE TRAFFIC AND ESTABLISH DOMAIN AUTHORITY
Remember when we talked about keywords? This is where that comes in. Domain authority of a website describes how relevant it is in a subject area. The search engine uses this information on relevance to determine how high you rank for a search by using an automated algorithm.
The goal is to get “above the fold”. This is an old term that was used in newspaper advertising days. It meant getting on the top part of the paper, so people didn’t have to go to the hassle of unfolding before they saw your ad. Now, it refers to being on the top half of a webpage or search, so a user doesn’t have to scroll or click “more results” before seeing a link to your webpage.
The key to taking full advantage of blogging on your website is balance. If you are writing purely to enhance your SEO but the content has no insight or entertainment value for your potential customers, it’s really not helping you as much as it could. On the flip side, if you are writing great stuff that your clients want to read but aren’t doing it with intention and keywords, you are missing out on a whole lot of benefits you could be reaping in the realm of the search engines.
Don’t you hate it when something that seems so simple and straightforward actually has more to it? The reality is, not all of your blogs are going to be a hit in either area. Try things. See how it goes. Watch for what does well and what doesn’t and adjust your strategy. OR…and might we say we like this option…talk to a company whose specialty is marketing in the digital age. We spend the time analyzing market trends, staying on top of the constantly changing online world, and our writing is pretty great, if you don’t mind us tooting our own horn.
Not sure where to go from here? Book a free 1-hour consultation and we can talk through some strategies. At TDG Marketing, we are experts in helping our clients tell their story, create a buzz, and make an impact in their industries.
Book your FREE 1 hour marketing consultation today!