Blogging: Beyond the SEO
What is it about this marketing tool which has proven to be so effective and is causing every company owner to do a double take in recent years? I mean chiropractors are making a mint with the amount of neck injuries!
Other than the fact that there is an audience of over 329 million people who view blogs at about 25 billion pages per month commenting at a rate of 400,000 per day; it is hard to argue that there is something more critical to your company’s success than building your brand image and reputation via blogging. No matter your size or what you’re selling; building and maintaining your brand is key to your success – always has been and always will be. It’s just that simple and I understand if you need an ice pack before we continue.
Branding is an intricate yet delicate dance. And, there are many ways to build your brand but none have proven to be as far reaching and impactful as blogging. Yes, blogging, but done correctly, of course. In 2013, a study conducted by the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth reported that 34% of Fortune 500 companies are now actively blogging. This is the largest increase since 2008 in the number of Fortune 500 companies utilizing blogging as a marketing tool.
By now, we’ve all heard about the benefits of blogging (improved search engine optimization (SEO), increased website traffic, the list goes on and on) but most companies – even many Fortune 500 companies – don’t understand how vital it is to harness and apply blogging for the full benefit of the brand. There are few who are cognizant of these facts that go above and beyond giving a websites substantial SEO benefits. The 97% increase in inbound links that blogging websites have vs. websites without a blog is essential for Google’s ranking algorithm.
The amount of indexed pages websites with blogs have is 434% more than without a blog! And the more inbound links and indexed pages your website has, the more search engine traffic you will receive. Now do you see how this plays an integral role in higher level marketing and an integrated branding strategy? If I were you, I would grab my phone and add my chiropractor to speed dial at this point because we have only scratched the surface…
About 61% of purchases consumers made were influenced by a blog post and 60% of consumers feel positive about a corporate brand after reading their blog. The bottom line is that there are right and wrong ways to blog. Sure, anyone can blog but it is only with strategic, purposeful intent as well as content and branding know-how that will prove maximum potential and benefits. Want to know if your company is realizing maximum branding benefits from your blogging program? Ask yourself the following three questions:
- Content Marketing Strategy: Does what I am writing about in my blog reflect my brand strategy and authentic story I wish to tell? Content is king. Although you may have heard this adage at dozens of conferences over the years, it does not make it any less true. Your blog topics must be thoroughly thought out, engaging, relevant, fresh, informative and worthy of bringing readers and repeat readers back for more. About 82% of consumers enjoy reading relevant content from company blogs and 70% actually learn about a company through their blog rather than the usual ads. And Companies with more than 51 blog articles/posts experience a 77% lift in median monthly leads. But what you are writing about and how you are writing it MUST be in line with the overall strategy of establishing relationships with people, creating conversations and ultimately building your bottom line…the brand identity.
- Ideal Demographic: Is the content of your blog written for the audience you are trying to reach? You undoubtedly know who you are trying to reach but how do you know your content is what they want to see? Even more importantly, are you targeting the folks who have the methods and means to purchase your products and/or services? It is important to note that 41% of people want to be notified via email every time a blog adds a new post. Most companies skip the critical components of research and measurement for a variety of reasons. Particularly by those who think they already know based on experience or past results. Remember, just because you have good blog/website statistics months ago doesn’t necessarily mean you are attracting the right audience today. Again, it takes purposeful, strategic intent, content, research and proper measurement tools to reach your company’s goals.
- Consistency: Are you blogging often enough? How often do you blog? Every day? Once per week? Biweekly? Once per month? How often is enough? The exact answer to the above questions depends on your industry and target audience. And once you have that answer, it is critical to deliver quality content consistently. Failure to do so will weaken and eventually destroy your effectiveness.
Overwhelmed? Don’t be. We really don’t expect you to have all of the answers. If you did, you would be writing this article! And that’s the point here. An effective, successful blog that raises and builds brand awareness for your company is best left to brand marketing professionals like Devarj Design Agency. You are the master of your business, so keep doing what you do best and leave the marketing (and the blogging) to us!
Source: http://www.quicksprout.com/2013/12/13/why-every-business-should-blog/?display=wide
To Your Success,
Silva Devarj
Owner, Brand Strategist
