One of the most challenging aspects of marketing is consistently keeping up with industry trends, engaging topics, and emerging platforms. Sometimes, you’ll have to deal with all of these tasks all at once! Every year, there’s always a new platform or tool that offers huge potential in helping marketers achieve their objectives. For example, according to Oberlo, the popular social media platform, TikTok was launched back in 2016 and has now amassed over 689 million active users worldwide.
Depending on the type of customers you or your client are targeting, you need to ensure that you’re staying on top of any possible advancements happening within the industry. Along with this, you’ll also need to actively engage with any emerging topics and/or platforms so that you can demonstrate expertise, forethought, and other useful traits.
A brilliant way to do this is by creating and maintaining a blog. Blogging is a crucial element in marketing that offers a myriad of opportunities, especially if you want to grow as a thought leader within the industry. The act of blogging is also increasing with each passing year. SEMrush reports that in 2020, there were as many as 31.7 million bloggers in the United States alone, a figure that’s predicted to continue growing. As marketers, it’s highly crucial to use the benefits of blogging to help you achieve your goals.
Here are three reasons why you (and every marketer) should have a blog.
It gives you the chance to showcase your expertise.
The best part about keeping a blog is that you can discuss and engage different types of topics. Ideally, you’ll want to explore relevant or emerging topics within you or your client’s own industry or niche. For example, if your client owns a technology business, a few good blog topics to write about include the latest technology trends, useful tips on maintaining data security, and ways to fix or troubleshoot Wi-Fi issues in an office setting. Of course, the topics you choose highly depend on your target audience and the keyword research you perform.
Figure out what questions your audience is asking. Learn about what new tools and trends are rising in popularity. Create engaging discussions through your blogs. By doing so, you can provide solutions your audience wants, solidify your reputation as a thought leader, and gain a higher reputation. Some great examples of famous thought leaders that have used blogging to build their status as authority figures include Neil Patel and Ann Handley.
It can help you attract new clients.
When you build your expertise and foresight through your blog, you may also notice that you’ll attract new clients as well. In fact, according to OptinMonster, “57% of marketers say they’ve gained customers specifically through blogging.” Why does this happen? Well, blogging is a tool that demonstrates you know what you’re talking about so it’s fair that you’ll have audiences who’ll be interested in gaining your help on a specific project or even an in-house job role.
Now, it isn’t enough to just write a blog and click “publish”. You need to optimize your blog to help it rank on search engines like Google. This includes writing meta descriptions and tags, including keywords within the body, titles, and subheadings of your blog, and providing image descriptions. If you maintain these SEO strategies and update your blog page regularly, your blog will gain visibility over time.
It allows you to advertise your expertise and/or services.
Unfortunately, in this day and age, ad fatigue is a real thing that can prevent you from achieving clients and other objectives. Inc.com reports that 96 percent of consumers are skeptical of ads—and trying to hard-sell can be the key factor that pushes potential clients away. However, blogging can give you the opportunity to soft-sell your services in a creative way so that you aren’t seen as too aggressive or direct.
Due to its effectiveness, RevenueGrid states that soft-selling strategies have gained popularity in the marketing world in recent times. So why not use blogging to soft-sell your services, especially since you’re also demonstrating expertise? One way you can do this is by promoting your services through your blog posts. For example, you may reference your email marketing skills during a touchpoint about the importance of email marketing within your blog post. Just make sure it’s completely relevant to your blog’s content.
Blogging is an essential part of marketing that can provide you with numerous opportunities. Along with boosting your visibility, you can also increase your reputability and promote your services in an effective, creative way that meets the needs of your target audience. As I previously mentioned, however, there are many key features that make up a blog and you may need to expand your knowledge on the best SEO practices and keyword research to make the most of your blog. Whatever your overall goals are, blogging is one ingredient that you should incorporate into your digital strategy.
Are you interested in topics related to digital strategy? Check out my blog, Using Influencers for your Digital Strategy: The Pros and Cons to learn more!