Digital marketing strategies evolve at great speed, as well as user trends on the Internet. The blog has become the star tool with which to respond to Google’s algorithm changes. Their robots are increasingly giving relevance to unique and relevant content to position search results.
The blog is a space with enormous influence and essential in the online marketing strategy of brands and businesses. This publication channel allows you to communicate ideas and report on the subject on which you are an expert. But is a blog really useful for your company? If you want to connect with your audience, become a reference, and generate leads, the answer is yes.
Advantages of having a business blog
One of the main advantages of the blog is that it offers great possibilities in terms of a variety of content and its dissemination on different channels.
Let’s see in more detail the benefits that a blog can bring to your digital marketing strategy.
Visibility for your company
By including a blog as a section of your website you are opening the doors to the visibility of your company on the Internet. The content that you generate can be shared through social networks, in the newsletters that you send to your contacts and, even, in news aggregators.
Reputation for your brand
In an increasingly globalized business world, a blog is an ideal tool to differentiate yourself from your competitors by showing your target audience what you know about your sector. By talking about the issues that concern your followers, you become an expert and increase the online reputation of your brand.
The fundamental objective is to generate relevant content capable of attracting and retaining readers. Thanks to your publications you can position yourself as an authority on the subject and improve your credibility as a professional.
One of the advantages that came to us from the hand of the digital world 2.0 is two-way communication. At first, the Internet only served so that users could consume content from companies. Now, thanks to social networks and comments on blogs, communication flows both ways.
Users can ask questions, give their opinions, and raise other issues. All this is very valuable information to improve your content and adapt your products or services to what your customers demand.
Loyalty and monetization
The blog is not an isolated entity. Within a content marketing strategy it can have many uses, including loyalty. Your blog posts may have, among others, the ability to increase your list of potential customers through subscriptions.
When you invest in a blog, ROI is critical. The blog is a good place to offer users the ability to access offers and promotions. You can get new customers and retain those who have already bought from you. In short, you can use the blog to improve the results of your email marketing campaigns and create whiteboard animation.
As we mentioned at the beginning, Google indexes in better positions those web pages that update their content frequently. The parameters that you use to determine whether the content is relevant to take into account many factors. Google analyzes, among other things, if the content is duplicated, if it has the correct Html tags, if there are inbound and outbound links, etc.
SEO tools can help published articles rank in the first search engine results. Do you want to know how you can design a content marketing strategy with your blog? We’ll tell you then.
How to include the blog in your digital marketing strategy
The first thing you should know is that having a blog is not about writing and publishing from time to time what comes to mind. You must design a strategy with a publication calendar and types of content based on your audience and your goals.
Set your blog goals
As we always recommend, in any digital marketing strategy the first step is to establish the objectives you want to achieve. Remember that these must be measurable and aligned with the general objectives of your company.
Some objectives of your blog can be, for example, to publicize your brand, build customer loyalty, reach your target audience, generate leads, increase sales or improve customer satisfaction.
Before designing the strategy, it is interesting to identify the best practices of your competition. Select some companies and analyze what categories their blogs have, what topics they cover, how often, which publications generate more interaction. With all this, you can get a fairly precise idea of what you need.
Define the audience of your blog
What type of audience do you want to reach with your blog? Their profile is probably similar to that of your potential client. Analyze sociodemographic aspects (gender, age, education, income, lifestyle …). This will help you establish, among other things, the writing style, more or less formal, and the technical level of your articles.
Determine the contents and formats
Once you know your audience and you know what content has value for them, you can define the main topic of your blog and the categories that it will include. At this point, the previous study of your competition will be very useful.
A blog doesn’t just contain text articles. What’s more, you should use different formats in your publications to make them more enjoyable. You can include infographics, videos, podcasts, reviews, product comparisons, interviews, or any other format that is attractive to your audience.
Create a publication and dissemination plan
Ideally, create an annual publication calendar, although this is not always possible. In any case, plan the contents well in advance and taking into account how important dates and events affect your business: sector fairs, sales, Christmas, etc.
For your blog to have a greater reach, spread the content on social networks where your audience is. A good idea is to monitor the news related to your sector and write about it when there is a relevant event.
Finally, don’t forget to measure the results and adjust your strategy to what your audience expects. And remember: a blog is a profitable investment in the medium and long term.