To Blog or Not To Blog? That Is Two Questions (With One Definitive Answer)
When I say the word blog, what comes to mind?
I picture a hipster doofus posing in a suburban coffee shop; with a backwards cap, an oversize Apple laptop and an even bigger skinny almond latte.
He's casually typing away at his digital dear diary – his words chock-full of millennial sentiments and emotional baggage. And he's probably funnelling some self-inflicted tortured reality with awful new-age poetry and secondhand 70s soft-rock lyrics.
I'm sorry. I've just described myself. And the fact is, you don't care.
Because that's precisely my point. That's not what a blog is... certainly not anymore.
Have you started a brand? Start a blog.
In 2022, blogs are your ticket to stronger, substantiated branded content – the essential part of any successful marketing strategy. Plus, they're a vital tool to actively engage with your target audience as you flex your specialist voice within your industry.
Recent stats show that content marketing – including blogging – generates three times more leads than paid search advertising. And when you share a blog post across your social media channels, it's sparking an extra level of brand engagement – beyond promotional advertising – that also generates awareness and drives traffic back to your site. Score.
There lies a huge part of blog effectiveness – to grow your audience both organically and more affordably. And in this digital-first age, it's rare for businesses not to have blogs. If you don't, you're missing out on a crucial communication opportunity. Given that 77% of total internet users now read blogs, there's some epic scope you should start to address.
What is a blog exactly?
Your blog is the chance for your brand to drive the conversation you want to have with your target audience. Think longer-form content, somewhere between 500 – 2000 words. The overall word count depends on your brand and your target audience – different niches will vary blog length to maximise engagement and effectiveness.
Sometimes it's helpful to think of your blog like your playlist, and you're the real-deal word DJ. Each tune you spin is another blog post. You might open with a ballad, throw in an up-tempo – then an acoustic track followed by a hard-hitting jam. And if you make the songs flow, you've scored yourself a pumping dance floor of avid fans waving their arms in the air and hanging on your next drop.
Have you got a story? You've got a blog post.
Go forth. Broadcast your latest thoughts, react to world events, or even tell some epic story. By sharing engaging and informative content that echoes your brand voice, you're building connection and confidence with your customers, and establishing their trust as an authentic brand – not just some distant, cyberspace entity.
Seriously, what's the point of having all that brand personality and never getting to show it?
Truth is, blog posts can also be more casual and informal than standard business communications, and people love that.With the power of storytelling and other creative writing techniques, your brand can steer the ship. You can show off your brains with an expert opinion, or take us behind-the-scenes where the magic of your brand happens.
The best part? You can even craft blog posts without mentioning your products or services – yet still manage to attract views and engage audiences. Marketing without feeling like marketing? Cool huh!
Human beings are naturally free-thinking and strong-willed – but at the end of day – the more you lead them to water, the closer they are to taking a sip.
What do people want from a blog post?
Well, everybody is always hungry for something. So here's your chance to satisfy them, without costing you a whole lot.
Your audience wants value they can take away from a blog post or piece of content — an idea worth clinging to. This could be as simple as offering some tips or tricks, or you could unpack something more complex depending on your offering.
Say I sell skin care products – having a series of blog posts in 'How To Get Your Skin Regime Shimmering', aligns with my brand and directly targets my customer's needs.
And blogs that offer readers no value may as well be clickbait. Because if your audience does click through, it's crucial to make it worth their while.
You can ask direct questions, prompt discussions, find out what they need to know from your customers. You might learn the kind of content they want to see from your brand, and what will resonate. At the same time, you're highlighting your brand as the authority, solidifying trust in your audience that you're the go-to in your field. I mean, is there anything more important than that in business?
Something noteworthy happened in the news? Why not share your brand's reaction or your support for a particular cause. Remember, quality content shouldn't be shoe-horned with cheesy sales messages or false promises. Your blog is about the closest thing your brand can get to have an authentic conversation, and channelling a human-to-human style of connection is always your aim.
How long does a blog post take to write?
Sorry. If you're asking this, you seriously don't have time.
You're probably already running your business, all the nitty-gritty day-to-day tasks — doing what you do best. So, where's the time to craft a personalised and engaging blog post hitting all the right marks and optimised for SEO efficiency? I understand. (This is my blog, remember.)
So that's where a content writer comes in handy. Someone skilled in the art of conversation and even mightier with a keyboard. Someone who can take your best ideas, create killer content themes, and write sizzling blog posts and articles that get your audiences' eye balls excited.
Perhaps, we should talk. I'll form engaging, enlightening content that creatively channels your brand voice – keeping it benefit-rich, charged for connection, and geared for conversions. Stuck on ideas? That's ok. I bring plenty of them too. So buy me a coffee – you might get a couple for nothing.
It's not a question of importance anymore, now's the time to get your brand blog firing on all cylinders.