Are Blogs Still Relevant in Digital Marketing?
For businesses, the answer is an overwhelming YES!
The way blog posts are consumed today is very different than how they were in the past.
Blogging Hasn’t Died.
It’s Been Refocused.
What began as a wildly popular online habit has since been upcycled to a tool for driving website traffic and helping readers solve problems in the process. Throughout the years, blogging has shifted from an inward approach of personal journal-like content to focusing on the reader and premeditating their questions or needs.
In an article titled ‘Is Blogging Dead in 2021?’, Rebecca Dietz claims that “the type of blogging that’s still alive is content marketing.” Thriving blogs are “creating problem-solving content and recommending products that further solve their audience’s problems.”
Although it’s not dead by any means, the way posts are consumed today is fiercely different than how they were consumed in the past. As with any business endeavor, bloggers have to adapt to new models if they want to maintain dependable results.
At AMS we have seen firsthand the marketing power of blogs and echo Dietz’s message of focusing on a content marketing strategy through the use of them. Check out some of the most important reasons your marketing program needs to consider blogging!
When properly done, a blog’s potential to greatly impact a business is insurmountable.
Adding blogs to your website can increase web traffic by up to 55%!
One of the biggest benefits of blogging is exposure. When your website posts regularly updated blogs, search engines like Google pick up on the activity and subsequently place your page higher in their search rankings. This means that when you keep adding fresh content, Google is more likely to put you on the first page of a search rather than the second or third.
Another huge benefit to your business is an increase in web traffic due to the addition of expanded and long-tail keywords you can put inside a blog. Studies have even shown that blogs with well-placed keywords have an increase of web traffic by up to 55% when compared with businesses without blogs (Blogher, 2019). This is because a website on its own only has a small selection of keywords associated with it.
By utilizing blogs properly, you can add keywords that are related to but don’t necessarily describe your business as well as longer keyword phrases. When you do this, your SEO improves and more people can find your page which expands your customer base.
As an added bonus, blogs give credibility and may be used as source material that inspires additional content to be created at your benefit. Take this newspaper article for example—a post we wrote for Past & Present Home Gallery was heavily quoted in the text and give additional recognition to the store and their informational blog.
Recently we wrote a blog for Past and Present Home Gallery about an antique studio camera they had for sale. Who knew that it would be the main source of information for a local newspaper’s article about that very same camera! This is just one example of the many ways adding blogs can gain recognition for your business as well as your website!
However, successful blogs aren’t only about keywords and SEO. In fact, one of the most common ways they can fail is when content is repeated for the sake of keywords. As with all websites hoping for strong organic search results, content is king.
So, you’ve included keywords and are ranking higher on search engines—now what?
The Perfect Blog for Your Readers
Give People What They Want
At the end of her article, Dietz states that “the future of blogging is catering to people’s wants and needs.” Anticipating the desires of your target market is crucial for creating a blog worthwhile to read. Writing content that caters to the specific problems and interests of your readers enhances their overall customer experience with your business and strengthens brand loyalty.
Hot Tip: By adding videos and images to your blogs, you’ll increase the time visitors spend on your website which improves your legitimacy on search engines like Google!
The most important rule of thumb when writing is knowing your audience. Is there a specific age-bracket most interested in your business? Do you serve those within a certain location?
How established is your brand within your target audience? What are potential customers looking for when they stumble upon your webpage?
By asking these questions and knowing the people most interested in your company, choosing the perfect topic should be relatively easy.
Better yet, further enhance your blog by adding video and images. This not only gives your blog a more professional feel but gives readers something they can watch and look at—increasing the amount of time they spend on your website which improves your legitimacy on search engines.
Helpful content also humanizes your brand and shows your readers that you care about their wants and needs outside of their financial interactions with your business.
Some Popular Topics:
Expanded answers to common questions
Tutorials
Detailed explanations of products or services
Testimonials
Introductions to new staff members, products, and/or services
No matter which topic you choose, there are 5 main benefits when you add blogs to your website:
Boosts your Search Engine Optimization (SEO). If you post consistently, Google and other search engines have new content for plugging keywords that lead new people to your website.
Creates Relationships with Your Audience. Writing posts gives you the opportunity to humanize your company. Reaching out to your audience and connecting with them by encouraging their communication and interest shows you care and value their support.
Establishes Your Brand and Builds Awareness. Maintaining a current blog shows search engines that you are active and helps to leave a digital footprint for future and current customers to engage with.
Provides Value and Helpful Information to Readers. Providing a valuable experience for those visiting your website creates the potential for them to return, share, and ultimately choose your business over competitors.
Generates Leads. Blogs create opportunities for future and current clients to share your website on spaces like social media. From there, the possibility of gaining new visitors is huge.
The Biggest Takeaway
Maintaining a blog can be a lot of work—especially for small businesses with a limited staff. The best part about adding blogs to your website is that you don’t have to do it alone! Our team of knowledgeable professionals can add significant value to your website by writing blogs for you.
Convinced? If you’re ready to see the impact that a well-written post can have on your business but aren’t sure where to start, contact us. AMS Digital is here to help!
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