What is a Blog?
A blog is basically a website or webpage that’s regularly updated with new content. There can be new posts daily, weekly, or monthly, depending on whoever is running the blog. It’s generally a way to share updates, news, information, and all other types of relevant, valuable content.
Like most internet marketing services, a blog is a multipurpose “means” that can be used to achieve a number of different ends. Aside from being a source of information, a blog can also be considered a powerful marketing tool.
Just like SEO, social media, content creation, and other common internet marketing services, blogging can be used to entertain, engage, and establish a relationship with your audience. Through comments, shares, and direct responses, a blog can act as a means of constant, casual communication between you and your target market.
In fact, most any SEO company or digital marketing agency will include blogging in their internet marketing strategies, regardless of the nature of the campaign.
Here’s why it’s so useful:
Use it for Search Engine Optimization
One of the best way to marry blogging to other forms of internet marketing is through SEO services.
See, major search engines like Google are always on the lookout for fresh, relevant content. The fresher, the better. And since they run 24/7, you can bet their index of original, high-quality content sources is constantly being updated.
This is where you (or, more specifically, your blog) comes in.
Blogging is one of the simplest, most cost-effective methods a business can use to make their website more SEO-friendly. When you upload regular blog posts, you’re essentially providing Google—and other major search engines—with a steady stream of content to check, categorize, and index. You can also insert your main keywords into your blog posts in order to optimize each post for potential relevant searches.
Doing so turns your site into a viable resource, effectively improving your credibility and positively influencing how search engines see you. All this, in turn, will prove highly beneficial to your visibility once you run your internet marketing campaign
Use it to Strengthen or Develop Brand-Consumer Relationships
One of the key factors that will determine the success of an online marketing campaign is customer engagement. There are dozens of tried-and-tested techniques in the book that are guaranteed to drive organic traffic to you, but the potential customers won’t move through the sales funnel on their own if they don’t feel strongly enough about your brand.
Remember; successful sales are usually driven by emotion.
The goal of most internet marketing campaigns is to establish a certain level of trust in the target consumer—just enough for them to want to try your product with anxiety or apprehension.
Blogging gives you the perfect opportunity to connect with both existing consumers and potential ones through quality content. Blogs that are more conversational in tone are especially effective, as readers may begin to view this kind of casual openness as your brand voice. Allowing comments and responding to them further strengthens that connection.
This back-and-forth of value and communication eventually institutes a feeling of mutual trust between the brand and the consumer—exactly the kind of trust needed to secure a sale or inquiry.
Use it to Encourage Inbound Links
Companies who have a blog receive 97% more links to their website than those who don’t. That’s a rather staggering statistic.
One you can’t ignore.
Any business owner, manager, or digital marketer will tell you; inbound links are crucial to the success of your website. They play a huge part in establishing your search engine rank and your credibility in any industry. Search engines consider high-quality links leading back to your website good indicators of your quality.
Which is why link building is often included in most SEO packages offered by internet marketing service agencies.
Overall, blogging is an excellent supplement to most any marketing strategy, be it content marketing or social media marketing. Any digital marketing agency can attest to its versatility, credibility, and reliability.