What’s the Point of Your Business Blog?

At Matrix, we encourage our clients to blog.  But for your business blog to do your company any good, you need to understand why you are doing it.

Your blog is not just to keep pace with the competitors who have blogs.  It has the potential to work like a multi-function tool and to achieve that potential, your blog content has to be part of an overall digital marketing strategy and you have to understand exactly how it works.  Let’s look at what your business blog can do for your online marketing.

  • Attract traffic with SEO – When your content includes well-chosen keywords and offers a good user experience visually and functionally, that boosts your ranking in search engine results. That means your blog is easier to find, and once people find your blog they are one step closer to becoming customers.
  • Engage your audience with information they value – Digital marketing is about building a relationship with your base of potential customers. Giving them the information they value builds goodwill.  It encourages them to share your blog, getting your brand in front of ever more potential customers.  What they value depends on your audience.  It might be technical information, health advice or silly cat videos.
  • Build credibility by displaying expertise and showing you are up to date in your industry – Your blog is a place to position your company as a leader in the field with content that demonstrates your expertise. Give your readers quality advice and information about new developments in your field, and that shows them that your brand offers expertise.
  • Enhance your understanding of your audience and help you develop an advertising persona – Your blog provides you with valuable data about your market. It shows you where your readers are and when they read your posts.  It shows which posts they read.  And when they comment, that gives you priceless insight into your audience.  All of that information can help you develop a persona to use to fine-tune your digital marketing.
  • Showcase your products and services – This one comes last here for a reason. Your blog is not the primary place to sell.  It’s for marketing – positioning your brand, building engagement and announcing news about your brand.  Now, if you are coming out with a new product or service, you do need to use your blog to introduce it.  There’s no need to shy away from mentioning your products on your business blog.  But your actual website is where you need to have the sales happening.  Your blog is an entry point for your sales funnel.

Conclusion

Your business blog is a place for customers to get to know you, and ideally for you to get to know them.  It can be a very powerful tool in your marketing strategy, which is why it is so painful to see a blog that is there just so a brand can tick off a box on their list of things to do.  If you are going to put the resources into having a business blog, why not make it pay off by using it as effectively as possible?

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