The art of blogging appears to have taken a backseat due to the rise of video and other forms of visual marketing, but a classic piece of high-quality prose can still transform content marketing campaigns for everything from lead generation to search engine optimisation (SEO).
Lead generation
A study by Hubspot found that blogging drives three times as many leads as paid search and ads. Brands that are focusing on short-term gains often fail to consider the bigger picture and how editorial content can lay the foundation for a more cost-effective and efficient organic marketing strategy that can be sustained for years to come.
SEO
Tech leaders Microsoft and IBM were among the first big brands to recognise the power of blogs. Brands that maintain regular blogs are now four times as likely to achieve a higher ranking in SERPs compared to those who do not. Blogging also dovetails perfectly with SEO efforts. It is ideal for pushing keywords, driving awareness and engagement, and generally serving up the added value content that consumers crave.
Top tactic
Content Marketing Institute’s survey of more than 2,500 marketers across the globe found blogging to be the most critical tactic for this year. It came in way ahead of video, as well as social media, eBooks and webinars. Blogging should be seen as a medium that buttresses marketing campaigns. It is imperative to a have an outlet where you can showcase authority.
Build trust
In the current climate of fake news and brand safety woes, building trust has never been more important. Blogging can be your brand’s calling card for pushing values and what you believe in. Tapping into the latest trends, insights and news will also highlight your knowledge and expertise within a particular industry, and again, can push brand authority.
Transparency
Blogs are an excellent way to open up honest two-way communications with audiences and espouse core values in a simple way. You have control of the environment in which it is posted and can use trusted sources to back up your opinions. Whether you want to use short form or longer forms of content, blogging can be tailored to a variety of needs.
