As small business owners, we all know that we need a content marketing strategy these days. The ‘if you didn’t post it on social media, did it even happen?’ mindset extends beyond our personal lives now and into our business lives. You can begin to feel like a one-(wo)man content mill, just churning out post after post, for fear of being ‘inconsistent’ and subsequently (as Gen Z-ers would say) ‘cancelled’.
However, as addicted as our world is to bite-sized, quick-to-consume short-form content, long-form content is equally important in your digital marketing strategy. This can include YouTube videos and podcasts, but we’re going to talk specifically about blogs here.
Does anyone actually read blogs anymore?
A lot of people come into this with the pre-conceived notion that nobody reads blogs anymore.
But here’s the thing. It’s not your grandma’s blogosphere anymore. Blogs have undergone a radical transformation in their 20-something-year lifespan. It’s true that not as many people turn to blogs now to read about someone’s gap year travels, or to trawl through pictures of celebrities and get the lowdown on what labels they’re wearing.
Whilst there are still a huge range of more personal blogs out there, blogging for business is very different.
Blogs are value-packed online articles that people actually SEARCH FOR when they’re seeking professional expertise and reliable information.
What role do blogs have in my digital marketing strategy?
Blogs are now your golden ticket to a form of digital marketing that is:
- Searchable
- Customizable
- FREE
Thanks to SEO (search engine optimisation), your blog could bring your target audience to your website–IF you know their pain points and what they’re searching for, and include relevant keywords so they can actually find you.
How do I use blogs effectively in my digital marketing strategy?
Like I mentioned above, you need to know your target audience intimately. You need to know what motivates them, what challenges they face and, crucially, what questions they might have for Google.
Let’s say you have a landscaping business. Your target market are property owners, probably with sizable gardens and a desire – but perhaps not the skills or knowledge – to improve said garden. They might turn to Google with questions like, ‘what to plant in shade’ or ‘how to build a garden pond’.
Now I know what you’re thinking: why would you give free advice to your potential clients/customers? If you give them your professional tips and tricks, they’ll just go and do it themselves rather than hiring you, right? But here’s the thing.
People aren’t going to hire you unless you demonstrate your expertise.
Blogs are a prime opportunity for you to provide valuable content to your target market, and show you know your stuff. You’ll give some free advice, of course, but you won’t give it ALL away. You’re still the expert. Some people will read your content and go away and implement your advice themselves, but some people will think, ‘that sounds complicated/time-consuming/difficult – I should just hire a professional’.
And, what do you know? They’re already there on your website, so they can check out your services and pricing. And from there, it’s just a quick click over to your contact form!
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So, if you want to add another dimension to your digital marketing strategy, showcase your knowledge and experience in your industry – in a searchable way that dives deeper into your market and extends beyond the realms of social media – get blogging.
Don’t know where to start? Get in touch to find out more about done-for-you blog posts!