Why Brands Should Blog
A company or product can’t be just that in the digital age. They are all turning into brands, with personalities, families of products and ideals, and much more. Growing an audience online through tweets and Facebook posts aren’t enough, they have to become publishers, creating original content that is enticing and entertaining.
Promoting a brand through articles that are useful for the audience; providing a meaningful debate, and crafting a bigger picture around a brand. Company blogs help promote the workplace as a source of worthy information; for business advice, you can go straight to the business companies for tips and information. For style advice, go to the blogs behind the stores you shop at.
Why do we care?
• SEO: websites with blogs have 434% more indexed pages and 97% more indexed links. (source: Ignite Spot)
• B2B marketers that use blogs receive 67% more leads than those that do not. (HubSpot)
• Marketers who have prioritised blogging are 13 times more likely to enjoy positive ROI. (Hubspot)
In a recent poll, 1/3 of marketers said that content marketing will be the most important digital trend in 2015.
Branded content can become a destination for social media posts to direct to. Online ‘magazines’ or blogs should become part of the customer’s lifestyle. Adding value to the brand.
Creating a publishing style worthy enough to compete with top blogs and magazines requires a brand newsroom. A team of writers and publishers that create content to satisfy the audience and provide information and entertainment, as well as promoting the brand’s values. Being relevant in the digital age is a must. So keeping up with the fast paced online world, having content that deals with current affairs relevant to the company. An entertainment brand needs to be in the loop with what is shown on tv or being released in cinemas. A sports brand has to provide information about relevant teams and games as they happen.
Building a strategy that creates current content will help build an identity and a source of information that the audience will keep coming back to.
Why it has to be done well.
Brands moving into a publishing role is a step forward, but they can only do so much if it’s not done well. In 2013, only 9% of companies employed a full time blogger, and marketing teams had less than 6 members (state of inbound marketing). In order to post regularly, and create worthy content, this may not work. Small teams with other priorities lead to stats such as only 1 in 8 businesses posting articles more than 3 times a year. Consistency allows for audience growth, where 82% of companies blogging daily gained customers through a blog, whereas 57% blogging monthly acquired the same.
If a user knows to expect a post 9 o’clock on a Monday morning, they’ll log on to your website and look forward to reading it. Nothing there, and the user may not return. Frequency and reliability keeps a blog going. Some even say its worse to blog infrequently, than to not blog at all.
The same logic can be applied to a twitter, Instagram or Facebook account. Some brands won’t call for a blog, it’s about being relevant and responsive to your audience.