Why Blogging as a Digital Marketing Strategy?
Updated: May 4
A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth.
Here are the benefits of using blogging as a digital marketing strategy.
1) It Drives Traffic To Your Website.
A potential customer can find your website from type your name right into their browser, but that's an audience you already have. You could pay for traffic by buying an email list which is expensive and illegal. Or, you could pay for traffic by placing tons of paid ads, which is expensive and get’s cut off when you run out of money to keep paying for traffic.
Every time you write a blog post, it's one more indexed page on your website, which means it's one more opportunity for you to show up in search engines and drive traffic to your website in organic search.
Blogging also helps you get discovered via social media. Every time you write a blog post, you're creating content that people can share on social networks -- Twitter, LinkedIn, Facebook, Pinterest -- which helps expose your business to a new audience that may not know you yet.
Customer engagement is an immensely important element of online marketing and branding. Blogging provides the opportunity for you to connect with your existing and potential customers in a different, more conversational way.
Blogging is a good way to build trust with your target audience through high-quality content that they find relevant.
With an active comment section, you will also be able to follow the visitors' responses to your posts, and you will be able to respond directly to their comments, which is huge in building trust and relationships.
3. Content Syndication & Promotion
Blog content can be promoted in a variety of ways and effective promotion is tied to the quantity and quality of the networks you’ve built. That includes readers and subscribers of your own blog, an email list, Facebook Fan page, Twitter, LinkedIn and other relevant sites where people with common interests interact and share.
4. Humanizing Your Brand
Blogging gives your business a way to touch on issues and concerns of interest to your prospects, while also sharing what you and your employees are passionate about. Your blog posts give you a unique opportunity to share your voice and personality, building up trust and increasing your brand’s like-ability.
5. Builds authority in your industry
A blog is one of the best ways to establish yourself or your brand as an expert in your field, as it gives you a platform for sharing important industry-related information and insights. As you build up authority in your niche, this breeds trust and familiarity, keeping you top-of-mind when your prospects are ready to buy, and increasing conversion rates, which brings us to our next benefit…
By providing your own unique thoughts and insights, you naturally grow your search traffic, customer trust and ultimately, sales. To some extent, blogging also levels the playing field with big brands, giving small businesses the unprecedented opportunity to compete with big businesses with big budgets.