Creating a blog was once seen as a personal pursuit for those that wanted to get their thoughts out there.
In the following article, we’ll be examining:
How blogs can add value to a site
The importance of creating a tone of voice
The way that blogs create a level of trust
How blogs can convert the user over time
In the early days, Live Journal was populated with internet savvy users detailing their day to day lives. Now, blogging has become a promotional tool, with brands and celebrities using this to boost their exposure.
Adding Value to the Site
A blog is a great way for a brand to add value to their site. They may have products or services listed, but a blog helps to create more useful information on these. This information is delivered in a way that’s more appealing to users, as the tone is generally friendly.
This can provoke engagement with these users and appeal to those that wouldn’t otherwise spend time with the site. It can do the same when shared on social media, giving potential customers the chance to weigh in on the topic. This in turn creates a wider reach and a better brand awareness, as the brand becomes recognised by new users.
Users can also usually share this content with others using the social media icons that many blogs have. There is a high chance that if a user enjoys the content, they will share it with their friends. This gets a higher organic reach over time, as these users present this article to their friends list too.
It’s important to note that a blog should offer something new and different when compared to the rest of the site. Those reading blogs are in a different mindset, so the content should be tailored to what they’re looking for. This can act as an introduction to the brand or a continuing series that users seek out to learn from.
Just about every business can use a blog section to benefit themselves and their users. The blog for 888 Casino is a good example of how the brand can add value to the user. This features in-depth casino guides, in depth casino industry trends reviews, casino tips and other educational high quality content. Therefore, if a user wants to learn how to play blackjack they have content there to convert them on the site. Looking at these blogs, we can see they’ve been written by experts with enough information there to actually help users, rather than generic tips that have been repurposed from elsewhere.
Using Google Analytics can show these site owners which of their blogs are the most successful. They can look at how long is being spent on each blog and where their users are converting from. This allows them to create a longer term content strategy, which will bring in better results.
Creating a Tone of Voice
A blog is a good way to get a tone of voice across for your brand. This makes the brand more personable and the blog itself is more likely to garner engagement. As a promotional tool, this can be really effective for customers that identify with a certain tone of voice. Try to keep this consistent across all platforms, so your potential customers can learn who your brand is.
Converting the Reader
A clear call to action at the end of a blog is key to turn these readers into customers. This should be relevant to the rest of the content and encourage the user to find out more. A casual user can be changed into a customer with a well-placed link and a call to action that follows on naturally from the rest of the content.
If the content is high quality, then these users may also subscribe to the blog. This is a clear message that the blogger is doing their job well, as they have opted to be alerted should new blogs be uploaded. Getting this kind of engagement can be difficult, but with blogs that readers enjoy, it’s a natural next step for the user.
While they may not complete the conversion action the first time they read one of these blogs, they may subscribe and revisit the blog at a later date. Their trust within the brand will most likely have been improved during this time and this will increase the rate of conversion. Users want to buy from brands that they know and a blog can help to make this connection.
Mobile users are also likely to read these blogs, though they have to be broken down for mobile use. This tends to mean creating headings and images to sit within the blog. If a mobile user opens up a blog in which there’s no formatting and it’s all monotonous, they’re not likely to read it. This impacts the bounce rate of the site and these users won’t be likely to visit their site again, no matter how appealing the preview of the content is.
In the current climate of content marketing, it can be tricky for brands to stand out within their niche. Using a blog as a promotional tool can give them the edge over their competition and improve their strategy going forward. Blogging represents an investment for a brand, but it can bring a good return on investment when done well.