You may be asking, “Is blogging still relevant to our digital marketing strategy?”  The short answer is yes — but there’s a lot more context to consider.

1. People still read blogs to make buying decisions

According to OptinMonster, 409 million people view more than 20 billion blog pages each month and people in the U.S. read blogs three times more than emails.

People may not be reading blogs the way they used to, but the fact is, your buyers still look online for information when they’re trying to solve a problem or evaluate their options. They might not read a 10-minute post about software for fun, but they’ll skim it to answer their questions.  And if the topic matters to them, they’ll keep reading. If your blog appears at the top of the search engine results page for a topic they’re seeking to understand, you have a unique opportunity to educate them.

Google is more powerful than ever, and thanks to its ever-changing algorithms, your content has a chance at ranking at the top of the search engine’s results. Incorporating SEO into your blog content will drive potential customers to your website organically. While it does take time for content to rank after it’s been produced, once you begin ranking for one keyword, it’s likely that you’ll begin ranking for related keywords as well.

2. It positions your company as a trusted source

With so many other voices out there, you want your company’s voice to be heard. When a user — and potential customer — lands on your site, you want them to have their questions answered. While your website should describe your company and what you do, the perfect place to discuss topics related to your industry and products is your blog.

Part of the customer journey is searching for information, and a blog post that addresses that information is one way to get them to your site. This will help to increase brand awareness and improve your organic results. Customers finding you through organic search results will improve website traffic and ideally bring in the right kind of traffic with SEO (more on that later).

There are so many digital marketing channels out there already, but you want your buyers and potential customers to know that you are keeping your finger on the pulse of your industry. Your blog topics should address current events as they relate to your industry, along with your own thoughts, research and opinions on these matters. When users read your blog, you want their takeaway to be that your company isn’t only a producer within the industry but also an educated innovator.

3. It supports your key marketing messages

Your blog can demonstrate to readers that you don’t just talk the talk, you walk the walk. Your blog is a place to share ideas and thoughts on industry happenings. This will help your customers and future customers build the trust needed to establish a strong working relationship. Keep in mind that writing these posts gets you into the mindset of your target audience, so be sure to think about these topics from their perspective.

The ideas you discuss on your blog should also support the marketing campaigns and other efforts your company puts forth. If you are marketing a specific product or service, your blog can be a place where you go more in-depth on related topics and describe how your company offers real solutions to industry issues. With only so many characters available in ads, emails and CTAs, your blog will house the details with no limitations. And it will even invite the opportunity for others to interact by commenting or reposting your blog posts to social media accounts.

4. It improves your social media presence

You can auto-publish blog posts to your social media platforms, or manually schedule them when you see fit. Incorporating your blog posts into your social media strategy increases visibility for your company so users who may not find you through other means reach your posts. In 2020, however, social media became largely about creating personalized experiences and interactions between users and brands and fostering a sense of community. Authenticity is the most valued principle, and self-serving ads, posts and messaging are trumped by genuine, thoughtful efforts.

Keep in mind that social media also has an interactive component, allowing your followers to comment, react and share your blog articles. You also have the chance to respond and encourage conversation. This is a great way to learn how users feel about the current events in your industry or your company and its products.

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