Startups looking at building brand awareness can benefit greatly from blogging. They are an effective tool for showcasing thought leadership, allowing companies to quickly build trust, share insightful knowledge about their products and how they benefit end-users; while attracting a steady stream of visitors to their website.
Despite the popularity of social media platforms, and the explosive growth of video-based platforms like TikTok, blogs continue to thrive. Rated as the fifth most trustworthy source of reliable information online, blogs generate 97% more links for a company website and result in twice as much email traffic compared to businesses that do not blog.
63% of consumers today purchase items only because they were recommended in a blog post!
Owing to their effectiveness as an inbound marketing channel, blogs must form an integral part of your company’s communications strategy and brand-building effort.
Here are 5 key points to remember when blogging for brand awareness:
1. Keep blogs short and simple
Readers have short attention spans. It is vital to get your point across quickly and concisely. Keep sentences and paragraphs short, and use bullet points to break up your text.
2. Directly address your audiences’ pain points
Address pain points directly, by acknowledging difficulties commonly faced by your target audience. Follow this up by sharing how your product/service alleviates this common pain point. If you’re unsure what these pain points are, your sales team or customer service team might be a gold mine for this type of information. A blog that directly connects to a customer’s problem can help generate more leads.
Additionally, if a visitor finds your blog useful, he or she may decide to share your blog on his/her social media channels, resulting in a boost in brand awareness. Read our blog on successfully building a social presence organically if you are keen on bolstering your startup’s social media presence.
3. Use images and videos to make your blog engaging
Visuals like images and videos can help break up your text and make your blog visually appealing! If the blog describes a product, consider adding product images. Include product demo videos in a blog if possible.
What is worse than no blogging? Not maintaining a blog schedule! Releasing blogs regularly on schedule helps build an engaged online community for your products and services. Additionally, if hosted on a company’s domain, posting blog articles regularly can also help signal to search engines that a website is in active use, ensuring it is regularly and properly indexed.
5. Use relevant keywords for attracting the right type of web traffic
Select relevant keywords to include in your startup’s blog. This is important for brand awareness as keywords more suited to your target audience will attract more visitors to your website. This in turn can generate more prospective leads. This SEO tactic is useful in the long run, as it is a sustainable way of generating organic traffic from search engines.
Updating older blogs is also key. They need to be tweaked to reflect newer research, additional processes or updated products/designs. Not doing so can make readers question where your company's priorities lie, creating the false perception that the information shared in the blogs is no longer important/relevant to the company.
This sums up our 5 most important tips for effectively building brand awareness through blogging. As an inbound marketing channel, blogs offer a lot of flexibility as they can be used in various parts of the digital marketing sales funnel. This makes them an indispensable tool for businesses aiming to manage their online presence effectively.
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