Nowadays we have such platforms as Youtube, TikTok, and Clubhouse -- all with content that is, shall we say, just sexier than your average blog. So, the ultimate question is… With all of this content creation going on, should you still invest in your blog as part of your content marketing strategy?
I get it. It’s a reasonable question. As a business, you need to make sure your strategy is tip-top and that you are reaching your audience.
But I wouldn’t be too hasty to dismiss blogging. I still very much believe that blogs serve a vital role to play within your brand’s strategy.
Why do I say this? Let me share with you 5 reasons why I believe blogging is still an important player in the content field.
Content Marketing Strategy: 5 Reasons Your Brand Needs a Blog
1. Drives Traffic to Your Site
You can’t just build a site and expect people to flock to it. It’s the content that you create on your site that will attract your target audience.
Say, for example, that you write a blog that answers a critical question. It is well-written and helpful. Then, someone stumbles upon that blog, either through social media or Google, and finds an answer to their question. Since they’re already on your site, they decide to explore a little, find out about your brand and the products and services you provide. What they find impresses them. Even if they don’t make a purchase that day, they will remember your brand in the future.
All because of one blog post.
That happens all the time. It’s why big brands like IBM, HP, and American Express still create blog content for their sites.
2. Establishes Your Expertise
Yeah, sure, you can tell people how many years you’ve been in the industry or where you went to school. But there’s still no replacing real, tangible proof of your expertise. And a blog does just that.
Your blog is a prime way to show your audience that you are tuned in to industry news and trends. On your blog, you can answer commonly asked questions and explain complicated industry subjects. This kind of content shows that you have the knowledge and expertise that your audience needs.
3. Helps to Build Your Email Subscribers
Email marketing continues to be one of the most successful digital marketing strategies out there. And a blog gives you the perfect spot to invite people to sign up for your email list. After all, if they already enjoy your content, they’ll be happy for a way to stay connected.
4. Provides Good Content for Social Media
Ever at a loss for what to post on social media? Amid photos of your team and updates on your brand, blogs can be a great way to share content that helps your audience.
Platforms like Facebook, Twitter, and LinkedIn are already set up for you to share your blog content seamlessly, with a professional look that will give your brand’s feed a splash of class.
5. Gives You Clout with Google
Google has the power to drive traffic to your site or steer them in another direction. It’s no joke. And as I’ve discussed in previous posts, Google has a set algorithm to determine which sites are going to receive its King Midas touch.
One of the key factors to Google’s algorithm is content. The more SEO-optimized content you give Google’s robots to sift through, the more it can determine the legitimacy of your site -- and when Google determines your legitimacy, it boosts your ranking on its search engine.
In conclusion, no matter what new content platforms pop up, blogging remains a staple content marketing strategy that you as a brand just cannot ignore!