3 Reasons Why Blogging is Your Most Powerful Branding Tool

Dec 01, 2017


BEST PRACTICES SERIES

Article ImageIt seems like every brand – company and personal – these days is blogging, contributing to a blog, or generally sharing their unique insights on a nearly every subject imaginable.

Many businesses struggle to get their blogs going because they believe their industry doesn’t have the potential to inspire interesting posts. In reality, it all comes down to how creative you get with your writing. The more unique and compelling your posts are, the more powerful your blog is in growing your brand. Regardless of what line of work you are in, there will always be ways you can use your content to stand out among the competition.

Creating and contributing to a company blog offers an extensive lists of benefits. Let’s discuss some of the major ones.

Helps Establish an Expert Reputation

Competition is fiercer than ever these days. Consumers now have a seemingly endless amount of options to choose from. That being said, the prospect of gaining loyal customers can be an extremely tough process. This is one of the reasons why starting a company blog is so beneficial for business growth.

This is your opportunity to truly exhibit your superior level of expertise in the field and why customers should do business with you as opposed to anyone else.

“Our line of work is packed with tough competition,” says Cesar Beltran, Owner and Chief Technologist of Blackbelt Commerce, a team of expert Shopify developers. “As many ecommerce business owners know, optimization is a never-ending task. Using our blog section to talk about the latest trends, offer meaningful advice, and showcase our expertise has been a huge helper in building trust with customers and bringing in business.”

Beltran’s team constantly cements their authority with the Shopify ecommerce platform by addressing online retailers’ pain points and concerns on its blog.

Perhaps the surest way to spread the reach of your reputation is to build a community around your brand, product or service. Investor, author, and entrepreneur Tai Lopez advises you to go big on this idea. “Most entrepreneurs are aware of the power of community and brand advocacy. But they are not willing to invest the time to share their insights or mentor others. I say to them, ‘Don’t hold back your passion. Share the spotlight. Build your personal brand around who you really are. When your authenticity comes through, people will get on board.’”

The key is knowing the issues that are currently on people’s minds and creating or curating your content accordingly. One of the most reliable way to get these insights is to ask your community – that you’re (hopefully) painstakingly building. Make full use of social media and web monitoring tools for inspiration and learn what issues are trending and should be addressed with your blog.

Increases Online Visibility

On the more technical side, search engines LOVE consistent, high-quality content. In fact, websites with a blog section typically have 434% more indexed pages than those that don’t.

Although Google’s algorithms are notoriously secretive about the finer details of what goes into their rankings, using the company blog to promote your knowledge can do a lot to boost your SEO and make it easier for people to find you on the web.

It’s become common knowledge that in order to increase the likelihood that your posts will show up higher on the SERPS, the content you create must be properly optimized with the right keywords and phrases. This will require some “keyword research.” The goal is to include the terms people are most likely to enter into a search.

Digital marketing expert Neil Patel offers great advice on his site: “I’ve come up with a small list of targeted keywords in less time than it takes to eat breakfast in the morning,” says Patel. So no need for you to spend weeks or months in this process.

Ahrefs’ Keywords Explorer is a phenomenal tool to use for this purpose. Starting by entering in your industry or niche, the tool will give you a list of relevant keywords, how often they are searched, how often pages on the search results are clicked, and the potential traffic your site can get by targeting them.

Another of my favorite resources is SEMrush’s Content Template tool, which lets you analyze competitors’ data on organic search and identify the best keywords to use. This way, your content incorporates all-round semantic content that works best for your niche. It can also help you choose the platforms to target and nail down the ideal content length.

Keep in mind, you don’t want to use the terms with the most demand – as these are extremely competitive and tough to rank for. Try to get a little more specific with what you offer, but not too specific that the terms are barely getting any traffic.

Once you’ve got a respectable list of keywords, try to incorporate them organically into your posts. Remember, the search engines can tell when you’re overstuffing (and they don’t like it), so don’t go overboard.

As great as the content within your blog might be, it’s not doing anyone any good if no one can find it. That is why you must invest the time to get the technical aspects of blogging right.

Gives Your Brand a Unique Voice

In addition to showcasing your knowledge and building a brand presence on the web, blogging is a fantastic opportunity to present your messaging in a humanized, relatable tone.

At the end of the day, people want to do business with other people, not robots. Therefore, the voice you present must work to create an authentic and welcoming aura that people can relate to. The key to a successful blog is knowing how exactly to convey your wisdom.

This all comes down to knowing your target audience. You need to know how they talk, how they absorb content, and where they stand in the buyer’s journey.

Start by creating archetypes.

  • What does your ideal customer look like?
  • Where do they fit into society?
  • What are their most pressing pain points?
  • What is the most important thing to them?

Your company blog is where you really get to let your brand persona shine through. Finding your perfect voice is something that rarely happens overnight. Once you’ve tailored it to appeal to your ideal customer, your authentic messaging can do wonders to build a strong, devoted community.

Over to You

Perhaps the best part about running a company blog is it’s not overly time consuming and can present your brand in a way that resonates with the public.

So, there is really no good excuse for omitting a blog section on your company website. Even if you’re late to the game, there are plenty of ways you can make your blog stand out. Don’t waste any more time in getting started! You’ll find writing blog content can be fun, easy, and most importantly, educational for everyone! The more consistently you do it, the more it will pay off in the long run.


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