Blogs can be a powerful tool in your content marketing strategy to boost brand awareness and visibility. According to HubSpot, 60% of people read blogs, while businesses with blogs on their web page get 55% more visitors than those without.

What is a blog?

A blog is essentially an online article. Blog posts provide a platform to engage your audience, sharing knowledge and experience, and provide valuable resources and insights.

Blogging also helps you connect with your target audience on a deeper level, by providing thoughtful, quality content that your customers can relate to and appreciate.

What should I blog about?

Having a mix of evergreen and nurture content in your blog strategy can be beneficial in helping to boost engagement with your brand. While it’s tempting to only create a blog post when you have something new to say, evergreen content (i.e. content that is always relevant) should form some part of your blog content strategy.

Evergreen content should include topics that will stand the test of time. This can provide customers with information they may be searching for regularly. Some examples of evergreen content include:

• How-to guides.
• Tips and tricks.
• Step-by-step instructions.
• Videos and tutorials.
• Case studies or customer success stories.
• Industry trends and news.
• Comparisons between products/services.

Nurture content relates to the customer journey and keeps them engaged. This type of content should be created with a specific customer in mind, helping to build relationships and trust.

Examples of nurture content include:

• Customer stories.
• Product updates.
• Educational material.
• Promotions and offers.

The right mix of content should be tailored to the needs of your customers and audience. By understanding what type of content resonates with them, you can create content that meets their needs and builds trust in your business.

What are the benefits of including blogs on your website?

1. Blogs help to drive traffic to your website

Adding blogs opens the door to attract new audiences by creating relevant content and allowing you to broaden your use of keywords.

2. Increase SEO

An effective blog strategy increases the ranking of the web pages by providing relevant content to valuable keywords (that over time increases the site’s reputation). The improved ranking means more of the right visitors browsing your site and products.

3. Creates content that can be repurposed

Content created by blogs can be used for social media, newsletters and electronic direct mail (eDMs), helping to drive traffic back to your website.

4. Builds authority and trust

Creating relevant and valuable content helps to establish you as an industry leader, shows relatability and encourages genuine feedback. According to a Demand Metric study, 60% of consumers enjoy reading content from brands, while 82% of customers felt more positive about the brand after reading their content.

5. It improves your bottom line

Brand authority and trust built through content marketing improves the effectiveness of performance marketing. This means more sales at a cheaper cost per sale.

If you need content marketing advice or would like to grow your business, contact the team at IvyStreet here.