“You know, back in the ‘90’s I really thought this blogging thing was just a fad,” a marketing colleague stated, “but it’s still here and going on stronger now than ever!”
Pioneered over twenty years ago, blogging has evolved into an essential component of any 21st-century digital communications strategy.
Today, consumers scour the web for authentically voiced blogs on everything from what to cook for supper to negotiating real estate purchases to inspirational genocide survivor stories.
Blogs have replaced many traditional forms of information consumption and have emerged as one of the most trusted resources on the web.
Blogging is a big, big deal – for both consumers and companies.
But don’t just take my word for it, check out these blogging statistics from our friends at HubSpot:
Blogging provides many opportunities to digitally savvy brands, but here are the top three reasons today’s organizations should prioritize blogging:
Positions you as an industry expert
Blogging allows brands to showcase their expertise in their field or industry – an advantage that can be incredibly helpful to both service and product based organizations. Carol Roth (America’s Greatest Makers) states, ”Make sure that you update your blog frequently and include tips, advice, news or information about your industry. Once your posts are shared and your blog gets higher traffic, people will recognize that you clearly have experience, knowledge and expertise in your field.”
Helps drive traffic to your website
Blog posts provide you with fantastic original content (i.e., not “recycled” from other content sources, such as news, competitors, or industry publications) to broadcast on social media and drive traffic to your website. The more web traffic your site generates, the more potential revenue you can realize. With today’s highly saturated digital space, the “build it and they will come” axiom isn’t enough for your site content to “go viral”.
Provides value to potential customers
Have you ever noticed that you feel compelled to do something for people who have helped you along the way – even if they haven’t asked you to? Enter: the Law of Reciprocity – an instinctive psychological phenomenon that directs when someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return. Blogging is a great way to initiate the benefits (i.e. sales) of the law, as well-written blogs can provide the reader with free “value”, plus a low commitment intro.
Whether you’re a national financial services entity seeking to connect with millennials seeking retirement counsel, or a local plumbing company looking to grow your client list, blogging can provide just the digital advantage you need to reach your brand’s expansion goals. By distinguishing your organization as an industry expert, increasing website traffic, and providing value to potential customers, blogging provides today’s companies a unique ability to connect with their target market. Prioritize blogging as an essential component of your organization’s digital marketing strategy and reap the many benefits of an active organizational blog.
About Hannah Becker:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.