4 Brand-Boosting Benefits of Having a Blog
Away, Patagonia, Glossier; there’s one thing these buzz-worthy brands all have in common, and it’s not just their admirable followings or equally impressive sales figures. Each of them prioritises blogging in their content marketing strategies and, as such, they reap big, brand-boosting benefits. Here are four that matter to you…
1. Soaring SEO
To say that a blog will boost your site’s SEO is a total understatement. In fact, websites with a blog tend to have 434% more indexed pages on search engines. In turn, these search engines are more likely to recognise your website as a valuable resource, so your chances of ranking high in search results will increase — cue amplified traffic.
Our work on the Wella Professionals blog is perfect proof of this. According to SEMRush, more than 20% of Wella.com’s organic traffic is currently pulled in by the blog. With page one rankings for lucrative terms, such as ‘rose gold hair’ (74,000 monthly US searches) and ‘blonde highlights’ (18,100 monthly UK searches), the blog ensures that when consumers search for popular hair trends, it’s Wella’s name they see.
2. Building Brand Love
Case in point: Glossier. Long before Milky Jelly Cleanser graced every shelfie on Instagram, the brand’s founder, Emily Weiss, launched her beauty blog, Into the Gloss. Celeb skincare secrets and honest reviews saw the site become a fully-fledged community. So, by the time Glossier arrived in 2014, Weiss already had a trusting consumer base.
It’s this blog-built audience that catapulted Glossier to its cult status, and ITG still plays a crucial role in the brand’s content strategy. While always-on editorial keeps the beauty-loving community thriving, the platform is also used to crowdsource product ideas and launch new formulas.
3. Backlinks Galore
Did you know that brands with a blog receive 97% more links to their website? That’s because of all the useful, informative content they’re creating. Blog posts are highly shareable by nature, so when you have plenty of engaging articles — makeup tutorials, listicles, skincare guides — others are more likely to credit you as a valuable resource.
The benefits of these backlinks are three-fold: you get more traffic, search engines reward you in rankings and the word-of-mouth shares inspire trust in your consumers.
4. More Confident Consumers
Not only do 81% of consumers do online research before buying a product, but a further 45% prefer to search for product information on their phone rather than ask a salesperson. A blog is the most effective platform for providing the info they seek, not least because a brand’s post about their own product is likely to rank higher than third-party reviews. One post then gives you an entire page to wax lyrical about your latest launch, turning undecided consumers into confident, informed buyers.
Milk Makeup is a great example of this. Every new launch is backed by a bumper blog post that ranks high in search, and educates shoppers on the product’s every detail. Imagine you’re standing in Sephora wanting to know more about their Blur + Set Matte Loose Powder. One Google later, and you’ll find yourself skimming a blog post complete with shade guide, application tips and all your questions answered.
To find out more about how blogging can boost your brand, email me at zara.kenyon@beamly.com. Beamly’s journalism-trained, beauty-obsessed writers are brimming with ideas that tick off all the benefits above…
And by the way, we’re hiring at Beamly! If you’re passionate about creating cutting-edge consumer experiences and building scalable solutions, come join us by visiting https://www.beamly.com/#section-join-us.
