Have you ever wondered why many brands have a blog on their website? Keep reading and we will explain 14 advantages of having a brand blog
Have you ever wondered why many brands -especially the most recognized ones- have a blog on their website? Do you think that perhaps it would be convenient for you to create a blog for your business but you are not entirely sure? Not to mention more. Keep reading and we will explain several advantages of having a brand blog .
Why have a brand blog?
Whether you are an entrepreneur or work in the marketing area of a company, you surely know that having an online presence is -not important- but vital these days. And it is not enough to be on the web to be there, to this is added designing a digital marketing strategy , with planned, measured and optimized actions.
Having a brand -or corporate- blog is essential as part of the strategy of successful brands. Is that creating a blog allows several things: provide useful information about the niche in which you work, provide added value to your customers, build trust in your brand and, in line with this, increase customers and profits.
Despite all its benefits, there are still companies that, due to ignorance, do not include a blog in their marketing strategies . There are even those who think that with so many existing blogs it is very difficult to have something new to contribute. However, in the midst of the age of influencers, the value placed on content creators who communicate creatively and bring new perspectives is becoming clear.
Don’t waste any more time and find out here the reasons why you should have a brand blog.
14 advantages of having a brand blog
1. Help publicize your brand
This is especially true for small or recently launched projects. One of the first purposes of any SME is to reach potential customers and make the service or product they offer known. A blog is a great way to achieve this.
If you create quality content on topics that are sought after in your field, you will get interested people to find information through an article on your blog and have contact with your brand.
For example: Suppose you have a footwear brand and you publish an article about the trends in boots for the season. There, in addition to talking about trends, you could place illustrative images with models that your brand works with. In this way, the reader will know about you and may consider buying your products.
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2. Turn your brand into a benchmark
In addition to the above, if you are constant and continue to publish quality content, over time the trust of the audience in your brand will increase. You will be that credible source where they can go for information. You will gain legitimacy and you will become a benchmark in the field .
Of course, this does not happen overnight, but if you manage to generate valuable content, with information that responds to the interests and concerns of the public, it will not take long to gain a good reputation.
3. Create a community
Having a brand blog also enriches communication with the audience . Placing questions in your posts to get the opinion of the readers, enable comments and answer them, will make your brand appear more accessible and human. The audience will see that behind the company there are people of flesh and blood who are interested in them.
This helps create a community. It helps create a bond between readers and the brand and retains a small audience that reads what you publish, knows you and trusts your knowledge.
4. Improve SEO positioning
Creating content through a brand blog helps improve SEO positioning thanks to a series of strategies that you can implement:
- Use keywords (keywords) searched in your field: you can do a keyword search with tools such as Google’s Keyword Planner, Semrush or Ahrefs. Once identified, you use them in the titles and texts of your posts.
- Place internal links: internal linking from your blog articles to other pages on your website helps Google bots track and will boost your SEO.
- Update your content regularly: maintaining a good publication rate will make Google “review” your website more frequently and help its positioning.
- Get links on other websites: if your content is good, surely other websites will want to share it. Whether intentionally – contacting other brands – or spontaneously, it increases the chances that other websites will link to your blog content because they find it valuable.
5. Increase web traffic
With an active blog you will get more visits to your website. It may happen that some of those readers want to know more about your brand and voluntarily move from the blog to your main page, or you can drive blog traffic to other pages through strategically placed links in the articles.
Here the famous ” call to action ” (or calls to action) come into play, which invite the reader to learn about your products or services or directly to buy them. For example, you can close an article with: “we hope you liked our tips for taking care of your garden. All the tools that we mention can be purchased in our online store with a 20% discount”, next to this you place a button that says “see offer”. It has potential, don’t you think?
Note: Remember that traffic does not always arrive on its own. Use social networks and email marketing to promote your posts through different means.
6. Convert readers into leads
Having a database of potential customers is very important in a digital marketing strategy, as it will allow you to contact them by offering offers, news, special benefits, etc. Brand blogging is a great way to get these leads . Provide several alternatives for readers to leave their data, especially email.
You can place a notification that invites readers to subscribe to your content, or generate downloadable content (such as an infographic or ebook) that is accessed by leaving the email. The idea is that readers will volunteer their mail in exchange for value. Thus, all parties win.
7. Difference from the competition
Many times the brands of the same category offer very similar products or services and it is difficult for the customer to identify the unique value proposition that leads him to make a purchase decision.
The blog provides knowledge and added value. It is a form of generosity: you are willing to help both those who are already your clients and those who are not. By working on brand identity and voice, blog content can have a unique and distinctive stamp within the niche.
8. Generate sales
Having a branded blog , as previously mentioned, allows you to drive readers to your purchase pages and increases the chances that they will purchase your products or services. The calls to action are the key point here and you must include them in all your posts, since through them you invite the audience to go from reading to action.
9. Provide content for social networks
Keeping your brand’s online presence active doesn’t just mean publishing content on your blog and keeping the information on your website up to date. It also includes social networks: Instagram, Facebook, Twitter, LinkedIn, etc.
However, it is not always easy to know what to publish in each one. Planning and producing content all the time is a challenge, even more so if the brand does not have a community manager. Luckily, a blog will help you have fresh content for social networks.
For example: a story about 7 benefits of coconut oil could translate into 7 badges for an Instagram or Facebook feed post.
10. It helps you get to know your audience better
From keyword research to planning what to write about, you start to get to know your audience better . You know what searches they do about your field, what they are interested in knowing and what their doubts are about it.
This also happens when you analyze blog data: by identifying the posts with the highest traffic and those not so successful, analyzing the comments and other metrics, you can gain a better understanding of the needs or interests of your target audience and use it not only to improve your blog itself but to optimize your business in general and offer them more value.
11. You increase your knowledge
Although you probably already know a lot about your field, it might surprise you how much you learn when you start researching topics and writing. Surely you will resort to sources that will expand your knowledge, you will discover aspects that you did not know, updates and trends. All this will allow you to apply the knowledge to optimize and improve your project
12. You can generate links with other brands
Digital marketing offers many facilities for collaboration between brands, especially through blogs. There is a paradigm shift in which not all brands are seen as competition, but many -especially those from related markets- have a high potential to become allies with whom to collaborate .
The best alliances are those that have a win-win logic and contribute to mutual growth. Some examples of collaboration can be:
- Publish a guest post or guest article on the blog of an allied brand
- Get them to promote a post through their social networks
- That they include a link to your blog or an article, either in one of their posts or in the newsletter they send to their subscribers
- affiliate marketing
To start creating links and potential alliances, start researching brands related to yours. For example: if you sell hair products, partnering with a hairdressing academy would be a good option. Your brand and theirs can work in a complementary way.
13. Viral Marketing
If you do keyword research well, check trends in Google Trends and hit the key with content that interests the audience and is better than that of your competitors, you can make one of your posts go viral.
Whether by a stroke of luck or impeccably accomplished work, if you manage to go viral, celebrate! Your visibility will grow remarkably and you will even get others to start sharing and linking to you en masse (what is known as link baiting).
In general, it helps to be disruptive, present a topic from a new perspective, say something controversial or attention-grabbing (but with moderation and criteria, that is, without causing a brand crisis). Be resourceful and think outside the box.
14. You can monetize it
Once you have your content and have built an audience, monetizing your blog is another possibility. Keep in mind that it will take several months to have the amount of posts and traffic to monetize it.
Although there are several alternatives to monetize it, some of the most common are:
- Through third-party advertising, with Google Adsense: they place advertisements related to your theme and you are paid every time someone clicks on them.
- With affiliate marketing: if your brand decides to be an affiliate of another and promote their products, you can receive a commission every time someone buys from them by accessing from your post.
Of course, this monetization will represent a small percentage of your income, but it is mostly passive income, so you will not have to do much to generate it, just keep your blog and content production active.
If you made it this far, hopefully you have a much clearer idea of all the reasons for having a brand blog and how it works in a digital marketing strategy.
However, if you decide to have a branded blog, keep in mind that this is a decision that will require time and resources . It is not a matter of creating it and that’s it. You will have to have your own time -or someone else’s- to design the content strategy, research, write and publish. It is of little use to have a blog if it will be outdated or with a post every three months.