Posted on Apr 23, 2013

To blog or not to blog

You’ve probably always been warned against caving in to peer pressure. If you have kids, you probably told them the same thing: “Just because everybody’s doing it, doesn’t mean you have to,” or something of that ilk.


Well, there’s at least one instance where you should cave into peer pressure: blogging.


If you’ve held out on blogging, I completely understand. It’s definitely a time-consuming process, and one that could require seeking outside help. But if you want to succeed with your digital marketing strategies and drive traffic to your website, you’re likely going to need blogging to accomplish that.


Here’s why:


SEO: I’ve talked a few times about search engine optimization – here and here, if you want to learn more about it. Most notably, I’ve discussed the importance of mixing the right keywords and phrases across your website, along with social sharing and making it easy for customers to do.


If you have a blog that’s updated frequently, you can naturally integrate your key terms and phrases into your content. This will help optimize your site when customers conduct searches that relate to your products or services.


Effective responses: These days, consumers have a wide range of platforms where they can voice their opinions (some of which are quite strong, as you’ve probably noticed!). I bet it drives you nuts sometimes that you can’t respond to them – or, in Twitter’s case, you only can in 140 characters or fewer.


With a blog, you can. Since you have complete control of your own blog, you can cater messages to whatever issues you want to address. If there’s a problem with one of your new products, you have the ability to write a post letting your customers know that a) their voices have been heard, and b) you’re working hard to address it.


You can also write promos for new products, opinion pieces about industry-related topics, publish studies – really, anything. It’s up to you.


Thought leadership: One of the ways to stand out from your competitors is to give your perspective on industry-related topics and trends. Are you a cybersecurity firm? Then talk about the latest threats companies are facing and how to combat them. And if you’re a mobile app company, you can discuss the vital apps businesses need.


Expert opinions, analysis and trends are extremely popular these days, so becoming a thought leader in your industry is a good way to draw traffic to your website. A blog helps you do this.


Don’t forget to integrate
As with anything else related to your marketing strategy, producing a company blog isn’t something you should go into blindly. 


Therefore, you should figure out precisely who to target with your blogging, along with what you hope to gain from it. In addition, this approach should include everyone from the marketing team to salespeople to executives.


Remember, the most effective multimedia strategies integrate different methods from every medium. You want to incorporate your company’s SEO words and phrases into blog posts, for example, and you want to promote them via social networking sites and email. 


A successful blog isn’t something that you can put together overnight. But if it’s done well, it could lead to improvements for your company’s entire marketing strategy.