Blogging has long been a staple of many agencies’ online business strategies. In recent years, however, many businesses have focused on social networks like Facebook, Twitter, and LinkedIn. The so-called social media gold rush has shifted the internet’s attention to these digital watering holes, but there’s still a strong venue for business promotion in the Blogosphere. We’ll take a look at some of the reasons you should consider using blogs and blogging as part of your business model.
1. Blogging Can Improve SEO
Blogs can be a great tool for making sure your brand appears regularly, and highly-ranked, on the results pages of major search engines like Google. Social Networking, while a useful arm of Internet marketing, just doesn’t offer that kind of opportunity. As a text-based medium, blogs are a shoe-in for the kind of keyword inclusion and link-building that leads to good SEO, and because of frequent updates they’re often crawled repeatedly by search engine bots.
2. Blogs Add a Personal Touch
A blog is an inherently personal thing. We associate the blog with its administrator, the blogger, and through the blog’s content we can get to know the person or, as the case may be, the brand. This kind of personalization, when handled correctly, can help get consumers invested in your brand or company.
Blogs provide an opportunity for fostering a direct relationship between consumers and corporations. As unfiltered communication media, blogs are an ideal way to make consumers feel at home with the brands they use. Blogs also help to create a direct engagement between consumers and brands with Internet forum technology like comments, discussions, etc.
3. Blogs Help Build Brands
Blogs are also a great way to engage in audience targeting. With more customizability than social media networking sites, blogs can afford to focus on the interests and aesthetics of their desired audience while building that critical part of their brand’s identity: its feel. Brand-oriented blogs shouldn’t just be about products; in today’s market it isn’t enough to review, explain, and educate. You’ve got to pinpoint your audience’s interests, find out what other media they’re engaging with, and then adjust your strategy accordingly.
By interacting with the rest of the inter net community in targeted sectors you can expand your blog’s exposure and relevance. If, for example, you were blogging about a movie ticket purchasing service, a natural extension would be to include reviews for the week’s big movies. This makes sure you’re being crawled regularly, engages the viewing public, and expands the blog’s sphere of influence through backlinks and increased traffic.
4. Blogs Attract Media Attention
Building on the idea that a relevant blog is a popular blog, drawing the attention of other traditional and new media can be a great way to realize your blog’s full potential. A heavily-followed and prominent blog, one that turns up frequently in the higher numbers on internet search engine results pages due to organic non-engineered SEO, can attract attention from more mainstream media outlets. Blog meta-journalism (recommended blogs, articles about bloggers and blogging) is a big field, and it’s only getting bigger.
Be aware of opportunities in various mediums, and be proactive about getting your blog out there in the public eye. A blog’s job should be to shift focus to your brand, and it can’t hurt to bring in attention for any quarter you can get it from.
5. Blogs Exploit Marketable Niches
A well-run blog can function as a central node for a wider web of branded media. The conversations your blog involves in and engages can help to define it as part of the wider Web, and as part of specialty niche markets. A blog can get into the mindset of the niche marketing community, streamlining and refining its style and content to appeal as naturally as possible to the market sector it desires engagement with.
Getting engaged and staying engage is the key to success with blog-based marketing. Social media networking is a good tool for this, but because of the inherent brevity of Twitter and Facebook content it can’t deal as thoroughly with its subject matter as a blog can. Links are also a natural part of blogging, easily included in the bodies of articles or as footnotes to the blog platform itself. Building a branded network of media helps to increase visibility, boost SEO, and strengthen customer loyalty by providing quality content and service.
These are just a few of the reasons to use blogs as part of your business model. Ultimately, what sets blogs apart from other marketing mediums is their capacity to build direct relationships with consumers. If your blog draws regular comments and discussion, why not engage with it? As long as you stay polite and monitor posts carefully to avoid incendiary situations, an interactive blog can help your brand take off.
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