Blogging is the muscle behind content marketing. The change from interruption marketing to content-driven marketing has put blogging squarely in the driver’s seat of future marketing campaigns.
A recent study by WebDAM reveals 78% of CMOs think custom content (ex: blogging) is the future of marketing (WebDAM). The need for high-quality original content is higher than it’s ever been before.
photo credit: The Shopping Sherpa via photopin cc
Blogging is the most organic version of short-form content available today. It’s based on a brand-owned platform (your website) and has the power to attract, engage, inform, and compel marketing prospects to consider your brand as the solution for their questions and needs. Over 60% of consumers are more likely to be influenced into a buying decision by a company blog than by a magazine (Marketing Query). This is an incredible stat to consider if your company is not currently blogging.
Blogging Gives Your Brand a Unique Voice in Content Marketing
The role of blogging in content marketing positions blogging as the main distribution center of your brand message. Blogging gives your brand a platform to share your message to your audience with your own unique voice. Here are just a few examples of what blog content can communicate to your readers:
- Value and features of your products or services
- Industry trends and changes to come
- Information to answer commonly asked questions or concerns
- Factors to consider that separate your brand from the competition
- Benefits and track record of success for your company with current clients
Blogging Builds SEO Credibility and Attention
Effective blogging content appeals to both readers and search engines. Great blog content is primarily geared towards user experience, not keywords or SERPs. A study by LeadersWest Digital Marketing Journal reveals 92% of marketers say custom content (such as blogging) is effective in gaining search engine attention (Source). The larger your blog’s digital footprint, the more likely your brand will attract prospects through effective content marketing.
Blogging Provides Marketing In-Roads for Future Sales Prospects
Great blogging without effective marketing strategy is simply informative, but not economically profitable. Content marketing hitches the power of great content with the business savvy of sales opportunities by first serving the client before asking for further action. A well-researched blog post can be an open door for future conversations with interested prospects.
Informative, compelling content is what can separate your brand from others around you. By developing a quality content marketing strategy, your brand can position itself as an industry leader for readers and search engines alike.