by Eshan Pancholi
We live in an age where information plays a significant role in brand building. In fact, marketing gurus and brand experts believe that leveraging blogging to build business brands is an effective marketing route. That’s why most Fortune 500 companies and up-and-coming startups have invested in blogging.
The premise of a great brand is to lead the pack and become the ‘gold standard’ in a specific niche. Organic marketing is the backbone of successful marketing and brand building—and the most important element of organic marketing is content marketing.
While content marketing comprises of various functions, blogging happens to be the most pivotal of them all. Why? Well, that’s what we’re going to touch upon in this article.
Here’s how blogging will help to transform your business into a promising and sustainable brand.
1. Boost SEO
Search Engine Optimization is the sole pillar on which all organic marketing and content marketing strategies revolve. Since search engines love new content, peppering your blog page with keyword-rich posts and including high-quality backlinks (on relevant anchor texts) will help to boost your website’s SEO rank.
There are two main ways to boost your website’s SEO:
- Through the right domain name
- Through high-quality, keyword-rich blog posts
When it comes to SEO, Google treats domain names the same, no matter which TLD they use—it is the user that may treat them differently. For example, the search engine giant will not differentiate between www.johnztechblog.com and www.johntalks.tech. It will consider other factors—mainly user-experience—to rank one website over another.
Which of the two aforementioned domain names do you think will resonate more with the users? The latter one, obviously. The first domain name is long, clunky, and has misspellings. The second domain name, however, is simple, clean, and credible.
Moreover, if someone backlinks www.johntalks.tech to the keywords ‘John’s Tech Blog’, it will give Google a green signal about the domain name because the keywords in the URL match the ones in the anchor text. And this will give John better SEO rankings.
With blog posts, you can target and rank for specific long-tail keywords that are relevant to your business. Since search engines are partial towards long-tail keywords, and with voice search and semantic search on the rise, creating high-quality blog posts packed with long-tail keywords will do wonders to boost SEO.
For instance, if you are in the business of selling electronic gadgets, using long tail keywords such as ‘the best Bluetooth headphones’ or ‘the fastest wireless charger’ will go a long way to supplement your SEO strategy. You can use tools such as SEMrush to do thorough research on what long-tail keywords your website should rank for.
2. Build authority
Creating quality posts that are SEO friendly will help your website to come across as a brand that knows their business, establishing you as a thought-leader in your space. Similarly, writing about value-driven topics that cater to your target audience’s requirement will help you command authority in your niche.
For instance, if you are an eCommerce startup that sells fashion accessories, you can create blog posts on tips and tricks to augment your online store or advice on starting an eCommerce website or trend and style mantras.
Use tools such as Answer The Public and SEMrush to search for trending topics and questions that people are looking for on the internet.
3. Build credibility
High-ranking content that is geared towards explaining how your product works, the utility of the services you offer, or the benefits of your core business coupled with high-value content focused on answering customer questions will help you build credibility among your stakeholders.
By providing content that is valuable, insightful, and unique to your market, your target customers and stakeholders will get to experience your expertise and knowledge in your field.
In time, posting informative blogs and content pieces on a regular basis will brand you as the go-to resource in your industry or niche. This will improve your brand’s reputation and build trust and credibility in the minds of your stakeholders.
4. Build loyalty
Content that is rich in information and value is bound to strike a chord with your target audience. This means your blogs will keep your audience engaged with your brand and they will never forget about you.
While your blogs alone may not be the biggest contributors to building brand loyalty, frequently publishing content and sharing it on your social media channels plays a significant role in reaching people and luring them to engage with your business.
Quality content that is the right balance of relevant and information-driven will drive word of mouth marketing for your business and bring people together, helping to build loyalty over time.
5. Increase conversions
High-ranking content that helps you build authority, command credibility, and earn customer loyalty means more people will visit your website. More footfalls mean more conversions; especially if you are in the business of selling online.
Even if you don’t sell online, an information-driven blog that quenches your customers’ thirst for certain topics will most likely lead to website visitors converting into customers. Include compelling CTAs in every post to increase the chances of converting your visitor to a customer.
Blogging is a lucrative avenue towards brand building, and it offers a wide range of opportunities for your business to grow and connect with stakeholders. So if you’re still tip-toeing and wondering whether or not to start that blog page for your business website, think no more. Simply go ahead and start it!
Eshan is a Senior Content Marketing Specialist at Radix, the registry behind some of the most successful new domain extensions, including .STORE and .TECH. You can connect with him on Twitter and LinkedIn.