It’s only words, and words are all I have, to take your heart away. These words from the song of 90s boy band Boyzone, spell the truth.
Words have the power to make and break, basis the use they are put towards. Brands are no different. Their guidelines, thoughts, language, everything is a play on words. In fact, as per HubSpot’s 2017 data, there was a decided increase in the ROI of brands that blogged regularly.
What is a blog and how is it different from a website?
This is a very valid and poignant question which comes into the minds of those who are suggested to create and maintain a blog. Well, while both website and blog form two branches of the composite power of content marketing, replete with keywords and promotions, there are two things that set a blog apart:
a) Reader Engagement - Blogs allow the readers to not only read, but engage over it by means of comments that are for both the writer and fellow commenters. Blogs are also more shareable on social media which brings in more traction in the form of reader engagement. This is not something that a traditional website offers alone.
b) Frequency - Website content creation is a one-time exercise, with a few tweaks and additions here and there, once in a while. Blogs, on the other hand, are fresh and momentary. They can be easily tweaked to include both brand language and current affairs, thus effortlessly giving the brand the benefit of both worlds.
What are the additional benefits that blogging brings along?
Apart from the aforementioned, blogging has quite a few additional points to score over having a plain website.
1) Flexibility: Blogging is one part of content marketing which can be from anywhere, at any time. This is specially beneficial for those who are into lifestyle industry. However, the strategy works across all sectors equally well.
2) Trust: Constant connect with the customers in the form of news and blogs makes sure that the trust you create remains there. Blogs are like conversations, from brand to its customers. The better the conversation, the more chances of customers not only buying but staying loyal to the brand.
3) Updation: You have created the product or service. Great. How do you tell your customers about it? They have not made the purchase yet so they have no idea about the utility. Blogs are the answer to this. Through enticing and well-packaged content, you can target existing and potential customers by moulding your product’s usage enough. The same applies for existing customers who can be updated about the up and coming versions of the product, or maybe about its newer and more different uses.
4) Income: Blogs are not just portions of content which add aesthetic value to your brand. Blogs, if used with the right tools and into the right direction, can also become a revenue stream for the brand. Use SEO-based tools to up the Google search engine ranking and density of the content. This increases the visibility of the brand. Additionally, you can also use feed ad networks such as AdSense. You can also make use of affiliate marketing, by connecting with other auxiliary brands, whether small-scale or large-scale ones.
Bonus Tip: Blog within business hours and at night to get the most traffic. Weekends too are a good option. However, avoid the time before night and post business hours, wherein people like to spend time off social and on personal.
Words can create magic, illusion, truthfully so. These have to be used well, even in brand language. Brand blogging is a hot plate in the field of marketing at the moment. Make sure you use it well.