How A Blog Can Help You Create Content and Reach Your Target Market
Having a blog on your website is so beneficial to your brand and your audience - even if you're a product-based business! As a small business, a blog is vital for driving traffic to your website and building both a reputation and a community around your brand. If even big names like American Express, Dell, and Walmart are taking the time to invest marketing efforts in blogging, maybe you should too!
How a Blog Benefits Your Audience
Because of all the ways you can advertise your brand through social media, having a blog is a great way to drive that traffic to your website without your audience feeling pressured to buy anything. The ultimate goal of any brand on social media is to encourage their audience to click over to their website, and a blog can provide your audience with free information, inspiration, or entertainment.
Simply being on your website increases the chances of your audience making a purchase in the future significantly! When people recognize you investing in them, they're more likely to invest in you. If you need some ideas for types of blogs you can write for your business, click here.
How a Blog Benefits Your Brand
Aside from the obvious value and benefit provided to your audience, having a blog can streamline your own content creation process and help you fine-tune your brand messaging. The more time you spend writing long-form content related to your industry, the better you'll understand your niche, your target market's needs, and your own voice in that space.
You'll also get better and better at creating other content for your brand. Here are a few ideas for content you can create from a single blog post:
3-5 social media captions summarizing key concepts and takeaways
20 Pinterest pins (blogs perform better than any other content on Pinterest!)
5-10 graphics that visually demonstrate key concepts from your blog (hello, Canva!)
1-2 email campaigns introducing the problem your blog is solving and inviting your subscribers to go to your website and find the solution
2-3 short-form videos on Tiktok or Instagram Reels
1 Youtube or IGTV video (that you can embed it in the original blog post!)
A blog is also the perfect place for market research! If your audience really resonates with a post, you can use it to inform future product development or service offerings. It also opens the door to other longer-form social media platforms, like Medium or LinkedIn, where you can repost your blog for extended reach and link over to your website where relevant in the blog.
It Doesn't Have to Be You
I know starting a blog can sound like a lot, especially for those of you who are already kept busy managing products or keeping up with client projects. You can still get all these benefits without writing the blog yourself by hiring a copywriter who understands your niche and/or your voice! In fact, this is why I love to combine social media strategy and blog writing as an all-in-one package for my clients - because when I'm doing both, I'm managing the brand messaging on all organic reach fronts, and I'm better able to interact with my client's target market and see how they respond to the content I'm creating on behalf of my client!
If you do hire a copywriter, I recommend meeting with them once every month or two to review how your blog is performing and collaborate on brainstorming future blog ideas. It's important to stay aware of and involved in the process so you can make sure your brand is well represented and your voice is consistent.
