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Updated: Nov 3, 2022

Ensuring your business stands out in a crowded digital world can be challenging. Creating Brand Awareness involves expanding your online audience and finding the best ways to connect with new customers. Yet, with so many marketing channels to choose from, it can be difficult to choose the best course of action.

An effective way to achieve this goal is to have a company blog.

Not all entrepreneurs, especially those from small businesses, understand the advantages of having a blog on their website. In fact, there are many business benefits to building and maintaining a company blog. These advantages include increasing online visibility, promoting your brand, and building consumer trust.

Having a company blog and consistently publishing quality content can offer value to leads and customers. In doing so, companies can increase conversions, sales, and customer loyalty. Content creation is a key element in developing an inbound marketing campaign. This typically involves analysing, studying, and developing the right Buyer Persona for your market.

Buyer personas are detailed profiles of typical customers, including their social demographic and location characteristics. Buyer personas also help identify interests, desires, and habits alongside additional information. Knowing your target audience's needs, challenges and goals help you design content of real value and interest.

How to improve your company's Brand Awareness with your company blog

Corporate blogs offer many advantages to companies that want to improve their Brand Awareness and increase sales.

Consumers often find a variety of interesting elements in the content contained in blog posts. People love to discover new topics, whether they are finding products and services, or staying informed on certain subjects. Over half of internet users read blog articles at least once a month and this figure is constantly growing.

There are many reasons to spend time online. Today users enjoy spending their time researching interesting topics and reading their favourite blog posts. This indicates that customers are always looking for relevant and easy-to-read content.

The goal is to engage your consumers and convince them to read your content while maintaining brand equity. To do so, you'll need to ensure that your blog provides immediate perceived value and functionality. This means going beyond traditional marketing messages, such as telling people how good you are. Instead, it is beneficial to write about topics that help your users solve a problem and improve their experience.

Some businesses may not have professionals who can produce quality content for their blogs. In that case, you should consider outsourcing this work to a digital marketing agency. Outsourcing will provide professional expertise to influence marketing decisions and ensure all content relevant to the target audience.

Useful blog content can influence conversions

Another way business blogging can affect your company's sales is through conversions. Turning visitors into leads and leads into customers is not a straightforward process. Your business blog can help you do the marketing necessary to guide customers through the individual stages of their buying funnel.

The most effective method to drive conversions through your blog content is deeply understand your audience. Your company must have an in-depth understanding of the Buyer Persona and the topics that are relevant to your customers.

Knowing your audience also helps you write about appealing new leads. Using an appropriate tone of voice and targeted language can also engage consumers throughout the buyer's journey.

In most cases, the goal is to achieve a conversion. To accomplish this, it is essential to appeal to your customers at every stage of the inbound funnel. This moves them from 'visitor' to 'lead' status, then from 'lead' to customer.

Remember the content should be tailored to suit your customer's challenges and needs. The type of content also depends on the consumer's phase within the customer journey. Here is a brief indication of what this means for your business:

  • Top of funnel: Top of the funnel blog content should focus on the problems of your target audience. It should also aim to address their most significant challenges.

  • Middle of the funnel: Middle-of-the-funnel content should focus on helping consumers understand potential solutions to their problems.

  • Bottom of the funnel: The final push towards conversion. This phase focuses on why your brand is the best option to help consumers solve their challenges.

Businesses should aim to make the most out of blog content and influence the most conversions. Content needs to be consistent with your entire corporate communication with a clear brand message. This involves updating it regularly and consistently publishing updated content. Surveys show that the frequency of blogging can directly affect customer acquisition rates.

Publishing more frequently on your company blog will higher your chances to acquire new customers and build top-of-mind awareness. People like to read and learn from great content. Although, it is also important to emphasise that the number of articles is relevant for search engines. The more posts you create, the more quality content pages are likely to rank and be indexed by search engines.

Companies publishing 16+ blog posts per month get 3.5 times more traffic than those publishing 1-4 times per month, according to HubSpot.

Maximizing organic traffic

Businesses are constantly looking for new ways to drive traffic to their website. Paid marketing strategies can help. This includes PPC ads, Google Display ads or Social Media Marketing campaigns. The goal is to maximise the amount of organic traffic coming from search engines, such as Google. This is especially important for small businesses with limited digital marketing budgets.

The principal way to increase organic traffic is to focus on search engine optimization strategies and produce a sizeable number of blog articles. Each piece of content contributes to the number of indexable pages on your website. Therefore, this is an extra opportunity to appear on search results and rank higher on the results page (SERP).

To further improve traffic, blog posts help increase the chance of getting more incoming links from other sources. Inbound links improve your SEO and increase your chances of being found by visitors from other sites.

Search engines are not the only space where you can work to increase organic traffic to your website. Social media platforms provide your business with new opportunities to drive traffic to your site. Sharing your blog posts on your company's social channels is key to raising brand awareness and spreading your message. However, it is equally important to encourage your followers to share your content with friends and family.

Monitoring statistics helps to maximize the effectiveness of your blog. You can see which posts are the most popular and generate the most engagement. You can continue to update and optimise these articles to increase readership.

Businesses should also consistently find ways to improve certain aspects of their blog content and brand. This can include optimizing the title, images, and CTA. You can also enhance your content by testing new text and layout choices.

Blog content helps your company build trust and increase Brand Awareness. Consider starting a structured and coordinated blogging project now. The results will soon be visible and measurable.

If you are still unsure about how to build Brand Awareness and start your blog, contact our experts at Xplore Digital.


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