Most businesses are aware of the role that content marketing plays in promoting their products or services. What many don’t realize, however, is the important role that blogging can play in content marketing. By creating quality blog content, businesses can reach a wider audience, engage potential customers, and build trust and credibility with their target market. If you’re not sure how blogging can benefit your business, read on to learn more about the advantages of this type of content marketing.
In this article:
- What is Content Blogging?
- Why is blogging important to content marketing?
- Benefits of Content Marketing
- How Content Marketing and Blog Strategy Fits Together
- How to Get the Most Value Out of Your Blog Posting Strategy
What is Content Blogging?
Blogging originated with the term “weblog,” coined by Jorn Barger, a blogger for Robot Wisdom, in 1997. The term “weblog” was shortened to “blog” in 1999 by programmer Peter Merholz.
In the early stages, blogging is considered a personal page or simply a journal in which authors can share information about various topics. It, later on, evolved to an updated website or web page intending to inform and direct consumers to different businesses.
Nowadays, people are using blogs as a form of online marketing and advertising. In most cases, bloggers are not just ordinary people who write about their lives or their thoughts on certain topics. Many bloggers have become online entrepreneurs, making a decent living from blogging.
In businesses, blogging is essential not just to keep their website’s content fresh but also to keep their audience engaged. Blogging can help businesses connect with their target audience, which can lead to more customers and conversions.
Why is blogging important to content marketing?
As content marketing plays a vital role in how consumers understand the services offered by businesses, it is also essential that we know the effects of updating blog posts. Blogging and content marketing should always be on an equal scale. Each component of content marketing relies on how each word and information should be used for your blog posts.
To understand the basics of content marketing, let us discuss a few benefits of an updated content marketing strategy.
Benefits of Content Marketing
Content marketing is a strategic way of marketing focused on creating and updating information to drive profitable customer action. It is also vital that your content marketing strategy’s goal is to attract a specific audience: the most apparent reason is creating valuable, relevant, and consistent content.
So, what are the benefits of content marketing today?
Increases Website Traffic
It is no doubt that having relevant and valuable content will increase website traffic for your target audiences. The simple and direct effect is to give your business the spotlight. In fact, businesses that blog experience twice as much email traffic as businesses who don’t.
Build Brand Awareness
The more consistent, high-quality content you produce, the better it will be for your SEO efforts. In fact, 31% of marketing professionals agree blogs are powerful tools for building brand awareness. An effective content marketing strategy will develop your brand awareness, enabling your products or services to build the trust and authority of your target audience.
Improves and Drives Direct Conversions
Content with an effective Call-to-Action (CTA) will direct your consumers to sign-up, create their accounts, or have direct sales. You can add lead-generating CTAs to your blog posts directly to landing pages with relevant content and offers your visitors can convert on. In fact, publishing 16 posts/mo gets 4.5x more leads than those that publish 4 posts.
Increases Retention of Loyal Brand Consumers
Improving client retention starts with updating your content marketing campaign. If your content is continuously updated based on your consumer’s needs, it is already evident that most users will find your brand helpful. And will eventually direct them to your services, which converts to more sales and loyal consumers.
A commitment to share content with your existing customers shows them you want to provide value beyond the product or service. This in turn goes a long way in reducing churn, which according to research by Zuora averages out at 24% for B2B brands.
Build a Unique Social Media Community
Targeting different social media platforms to showcase your content is as effective as gaining more traffic. iMost consumers rely on what’s new on social media. In fact, 75% of online shoppers say they use social media as a part of their buying process. Your community reach will grow by adding relevant content marketing strategies through your blog posts.
It is no doubt that having an updated content marketing strategy will help your blog post thrive and reach more consumers. This is why blogging also plays a vital role in driving more traffic and making your content marketing strategy effective.
Most consumers today have already come across different blog posts. This article that you are reading is already a blog post. Simply searching for recipes and DIY steps for home projects are blog posts. So, it is only evident that creating content for your blog post doesn’t have to be complicated; it should always aim to benefit your target audiences.
How Content Marketing and Blog Strategy Fits Together
As mentioned earlier, content marketing and blogging should always be equal. Establishing a blog will help enhance your SEO marketing strategy and improve your search results on SERPs. These blog posts will also contain prominent keywords in your industry, benefiting your post rank well in SERPs. Yes, content marketing is also associated with search engine optimization. There is no complex formula in making relevant and consistent content; you only need to understand what works for your blog post.
Let’s further discuss setting up your content marketing and blog strategy.
- S.M.A.R.T Goals
In order for your content marketing work, you should create a plan that will fit your goals. Staying on track with your content, one should rely on implementing specific, measurable, achievable, realistic, and timely (S.M.A.R.T) goals.
Your blog goal should define the why, how, and what. This determines how much traffic you want and in what timeframe. It is also vital that you are specific with your goals because having a clear picture of your blog postings will make everything more enticing to your target audiences.
- Perform Target Market Research
Introducing effective content for your audience relies on how relevant you can get to their specific needs. It is also essential to have a target market research; it will let you know more about your consumer behaviors, the problems they commonly experience, and what content they rely on reading.
Target market research also defines various vital pointers on what you should put in your blog. One good way to know your target market is by devising a questionnaire, reviewing past testimonials, and interviewing consumers.
- Choose the Best Topics and Keywords to Target
Now that you have a clear picture of your target audience’s needs, it is time to create content that they would relate to. Keywords are the bread and butter to an effective blog content strategy. Adding targetted keywords to your content will help you to showcase different promotions and special offers. In this way, your business can reach potential and loyal consumers by recommending your services.
Always remember that targetted keywords work when you incorporate them strategically into your content. You cannot just add keywords out of nowhere; it should be based on your topics and what your consumers are searching for.
- Create a blog content calendar
Keeping on track with your content and organizing when to create and post them is necessary. Creating a blog content calendar will enable you to prevent backlogs, keeps you on track, and create a system to ensure your content is always top-notch and published on time.
Being in unison with your schedule also helps you review and edit your blog content. Publishing top-notch content means that having grammatical and typographical errors should be audited before getting your content live.
- Build a Social Media Community
Blog posts are great pieces of content that you can share across various social media platforms such as Twitter, LinkedIn, Facebook, or Instagram. This is a great way to attract new and potential customers that may not have heard of your business yet.
If consumers find your content helpful and answer most of their queries, they are more likely to recommend your services. This also enables your business to have a reputation for being a trusted service in your area. With this, loyal customers will be achieved, and positive testimonials about your services can be posted.
How to Get the Most Value Out of Your Blog Posting Strategy
It is difficult to define how many blog posts should you publish in a week or a month. This depends on various factors like resources (both budget and staff to handle the demand), your SMART goals, and how active your target market is.
As a general rule, the more blog posts you publish, the more traffic you will generate to your website. But this does not mean that you should publish content for the sake of it; your blog postings should be high-quality and relevant to your target market.
This is where quality vs. quantity comes into play, especially if you have a smaller team size and outsourcing your content writing is not in the stars yet.
Know Your Audience
If you know your audience, it is easier to generate content that they will want to read. This makes it more critical to build an audience persona first before coming up with content topics. A persona is a semi-fictionalized representation of your target market and should include demographics, behaviors, motivations, and objectives.
Researching your target market is essential to ensure that the content you produce will be relevant to them. I would recommend writing blogs that cater to their pain points and identifying what questions they have related to your products (which should always be a part of your keyword research).
As I’ve mentioned, the more blog posts you publish, the more traffic you generate for your website. But ensure that quality is not compromised when trying to maintain consistency in your posting schedule.
This is also where a content calendar comes in handy. A content calendar is a way to plan and map out your blog content strategy. This includes identifying topics, assigning authors, setting due dates, and publishing schedules. I would recommend using Google Calendar or Trello (or any project management tool to create a content calendar that is shareable among your team.
When creating your content calendar, try to think ahead at least 2-3 months so that you have a buffer for last-minute changes or delays. This will also help you to batch your content creation so that you are not always scrambling to come up with new ideas at the last minute.
Scheduling your blog postings in advance can help you be more consistent with your posting frequency. This also allows you to have a buffer in case something unexpected comes up and you cannot write a blog post for that week.
In a Nutshell…
In conclusion, creating an effective content marketing and blog strategy always relies on the efforts and goals your business wants to achieve. Adding relevant content gives you more website traffic, improves your SEO, improves relationships with your customers, and generates social media content and leads.
Blogging is one of the effective ways to build a strong content marketing strategy. Again, there is no complex formula to make things work with blogging. You should always keep in mind that content marketing and blogging are equal.