Blogging is a valid tool that can:
- Help customers who are searching the Internet find you, thus increasing traffic to your corporate website (MarketingTango, 2013).
- Raise your company’s website’s SEO by paying attention to key words when writing blog content (MarketingTango, 2013).
- Bring customers back again and again for new content, when they begin to recognize your company as an expert source (MarketingTango, 2013).
- Help to improve customer service by providing another means for customers to engage. If a customer can’t reach you, they won’t be customers for long. (Steinkirchner, 2012)
- Allow customers to get to know the company or product brand at a more personal level and build community (Steinkirchner, 2012)
Great blogs are:
- Easy to read, both in content and in visual appearance, and filled with strong, relevant copy that’s organized in a logical fashion (Urban, 2009).
- Easy for interested readers to find through key word searches (Urban, 2009). The stronger the SEO, the more readers a blog attracts and the more readers a blog attracts, the stronger the SEO becomes.
- Integrated with other social media, making blogs a seamless addition to a marketing plan (Urban, 2009). By using various forms of social media to advertise and even populate a blog, more readers will come. By enabling readers to share the blog with others via social media, still more readers will come and the conversation will continue to grow.
- Topped with memorable, attention-getting headlines. Great headlines help to cut through the clutter to get articles and, by extension, blogs noticed.
- Filled with appropriate photos and graphics. We live in a visual culture and, as they say, a picture is worth a thousand words. Using photos – like those from Instagram – can raise your profile and get your company’s message noticed more. Articles with images get 94% more views (Bullas, n.d.). It was this logic that caused me to incorporate photos into all of my blog posts.