For most people, the first thing they think of is a casual, personal website: insightful, hopefully; credible, possibly. Blogs have moved on a lot, however, and today they are much more than just a place to share musings, ideas, and experiences. They are powerful traffic-driving tools exploited to grow leads, enhance bounce rates, and build healthy, dynamic communities: all necessary components for projecting brand awareness and reaching target markets.
Worthwhile blogs for organisations and professionals
A well-designed and executed blog strategy can set you and your brand up as an authority and leader in your field over time. Furthermore, they allow you to showcase your services and products in an informed and not-overly-salesy manner. A blog can also be used to inform your target audience about the various options they have and key things to consider. Essentially, you are pre-loading your potential clients with knowledge about your services before they approach your sales team, taking some of the weight off their shoulders in the process (and even making their sells a lot more fluid). This is a great addition to any marketing strategy plus it can be cost-effective when using backlinks to direct the audience to your landing page and onto your sales funnel.
If your brand is new or growing, a coordinated online campaign which incorporates strong SEO, trending keywords, social media, and blogging content can deliver significant returns. Not only are you building buyer awareness, but you are expressing your brand ethos and values with a consistent message spread across channels and expressed in a transparent manner.
Blog management and maintenance
Simply put, developing a healthy blog takes time, strategising, and maintenance. Patience is a virtue when it comes to monitoring for article performance and making regular updates: not to mention acknowledging comments, tweaking the SEO to raise your search engine ranking, and — most importantly — regularly producing fresh and insightful content. Overall, keeping a blog is rewarding but it requires time and effort, and the job certainly isn’t done when you hit ‘publish’ on your latest article. Arguably, that’s exactly when the work really begins. At this stage, you may be wondering whether it is worth hiring the expertise of a professional content agency. Well, if it comes down to a question of your money or your time, your decision may have a significant impact and repercussions for your entire operation. A content marketing organisation can produce regular content for your site and manage the behind-the-scenes maintenance as well (and they may be more reasonable than you think too).
Thanks to the thousands of online templates and hosting tools out there, starting up your blog is quite exciting, but running it is a different matter and it may quickly turn from a chance to flex your creative muscles into a chore that you keep putting off and pushing back. When you begin a blog, you open a new marketing channel, and this attracts a new traffic stream. Unless you have a strategy and scheduler to keep up with it, this new channel may be set to struggle and dwindle over time with dry spells and content droughts (and you may be relying on it for a significant portion of your traffic-driving strategy).
Blogging and beyond
A blog is a living thing. It needs nurturing and attention to thrive. Regular posts, original thought-provoking content, edits, updates, replies to comments, and of course, plenty of under-the-hood maintenance (SEO, keywords, indexing, alt text etc.) is a must. And that’s just for your primary channel; when you publish and make your work visible, it’s high time to broadcast it across your media platforms to maximise impressions and reach. A consistent message and brand value synchronise across all channels will no doubt strengthen your position and foster healthy brand-awareness. Add healthy community management to engage your audience with comments and discussions and you will surely be on your way to growing a robust following. But most of all, content is key. Well written informative and insightful content is the start, but it is the key to unlocking your message and getting it out there. It’s worth getting that first step right, even if it takes time for it to take off. Never compromise on the quality and calibre of your content either; when you begin your blog, you set an expectation in the minds of your audience. Should that expectation change with new posts — hopefully — it will be for the better.
Outsourcing your content requirements to a reputable content marketing agency gives you the added benefit of an outside and holistic view of your operation and offering. Extra eyes and minds serve to maintain and manage your professional blog and everything that goes with it. Plus, it will free you up to focus other key matters too.
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