Hosting another contributor to the blog today. A differnt perspective on how blogging can benefit your business.

Why Blogging is Great to Improve Your Brand Awareness

For SMEs (small businesses), producing regular high-quality content on their site is a big demand. Copywriters are often a luxury some smaller businesses can’t afford—yet the value of a relevant blog post can do wonders for your brand.

Not only will the world’s biggest search engine—Google—appreciate your site, you’ll land more traffic, and can convert more.

Why should you blog?

First off, what’s a blog?

Well, it’s a website—or web page—where a person or business adds content that’s usually quite informal in tone.

That back to basics guide isn’t there to condescend, but remind businesses that blogs aren’t traditional marketing material like a news item or press release. In fact, it can be even more powerful.

They offer a chance to show off your company culture, personality, and USPs (Unique Selling Point) —it’s an ideal platform to develop your brand with fun content with one eye on creating more CTAs (Calls To Action).

But you do need blogging rules, such as a style guideline.

The key as always is to establish clear policies and ensure your employees understand your standards on blogging.

Why should you want to focus on your blog?

Marketing giant HubSpot showed in 2017 that regular, high-quality blogging can increase ROI significantly.

Developing your strategy

The emphasis is very much on content quality. It’s pointless posting articles that have been hastily thrown together in 20 minutes.

For the best results, you’ll need to blog properly. And to do that, you’ll need the right strategy so that your blogging efforts become a strong lead generation platform.

As such, you can follow the steps below to establish your blogging process and reap the rewards of greater brand awareness:

Write for your audience:

Publish posts that connect with your audience and help them. For example, if you provide a service for a specific sector, examine how you can write posts that provide actionable tips.

Set objectives:

Are you writing to capture key SERPs (Search Engine Results Page) as part of your SEO (Search Engine Optimization) campaign? Do you want to engage with the local press? Set clear and actionable goals to develop your online presence.

Manage the lifecycle of the material:

Evergreen posts are a good idea, ones that will stand the test of time and bring in relevant traffic. But you should also consider repurposing old posts to keep them fresh and relevant.

Set a schedule:

One or two posts a week? One a day? Whatever you think is manageable, stick to your schedule for the SEO and marketing benefits.

Promote on suitable platforms:

Focus on the social media platforms that can provide you with real results. Every business is different, but you should place your latest content on the likes of Facebook to increase your traffic.

Add some personality:

Remember, it’s your company blog—the days of generic, grey, corporate rambling with business spiel are gone. You want content with character and an informal tone to improve readability standards.

Have SEO in mind:

Find keyword terms that’ll deliver you traffic, and structure your content to embrace white hat tactics. Your blog can grow your brand exponentially over time if you amass high-quality posts that draw in regular traffic. And you can do this at low cost, too. If you don’t quite get SEO, then check out Moz’s excellent beginner’s guide for advice.

Maximising your brand awareness

Remember that you can complement your blogging with additional content tactics to improve your brand awareness.

So, this means posting your content across the right social media platforms (as mentioned above), but you can use your web designer to create engaging content to support that.

If you don’t have a web designer, then you can easily use free tools such as Canva to create bespoke content that you can add to Twitter, Instagram, Facebook, or a platform of choice.

And, don’t forget, you can also have a small amount of budget set to one side to promote your content.

Even £10 on, for instance, Facebook can increase awareness across thousands of potential customers.

Ultimately, remember that it’s not just one thing that’ll make blogging work for your brand. But the above tactics, working in tandem, will go a long way to ensuring your business has a powerful online presence.

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