The website is typically a user’s first touch to someone’s brand identity. I call it the “front porch” to the branded house you are trying to build. During the construction phase, there is a key component to the foundation you mustn’t forget: a blog. A company blog is a perfect place to post brand-related content and ensure that your website stays up-to-date.
Blogging began to take shape early in the 21st century as a place where internet users could share their thoughts and opinions with an infinitely large online space. But as time went on and marketing evolved, so too did blogging. Now, businesses rely on blogs to connect with their target audience with a more conversational—yet informative—tone. Research shows businesses that blog get 55% more website visitors than businesses that do not.
As mentioned before, a website is like your brand’s front porch. Carpenter or not, you know a porch is only as good as its foundation. So along with your About, Services, and Contact pages, a Blog page is an equally important pillar on which a porch—or in this case, a website—is built. To keep a website strong and relevant, your blog should be continually updated to support your brand.
When you regularly post original content on your blog, search engines will have more content to crawl and index, which will enhance your SEO. As your blog becomes fortified with original content, your brand gains more visibility, legitimacy, and desirability amongst your target audience.
Now, slapping together a conglomeration of industry buzzwords and dropping them into your website is like building your roadway without the use of any navigation. Yes, technically, your blog is there, but is it going to get the job done? Are people even going to notice? The last thing you want is to be stuck with all that highway and no inbound traffic.
The content plan is almost as important as the content itself. A company blog is an excellent place to humanize your brand and prove to users that you put the “expert” in “expertise.” A regular posting schedule that consists of things like how-tos, did-you-knows, and industry trends aids in proving to users that you can satisfy their needs.
On top of well-configured copy, incorporating images, videos and infographics alike accentuate the blog. In a world where the focus lies as much on writing as it does on visual storytelling, aesthetics are crucial to a successful blog. Also, don’t be afraid to have fun with your blog. Now that potential customers have arrived at your blog, make the journey enjoyable and unforgettable.
If you’re not getting the most out of your blog, let us help. Reach out to us and we’ll create a blogging strategy that works best for you.
