“Content is King and Blog is his Kingdom!” The term blog and blogging has been around for so long and yet it has been treated as an alien concept by many enterprises and businesses around the world! While if you Google the term Blogging, the information that the search engine will provide is, “add new material to or regularly update a blog”.

The definition will sit correctly if it is referred to the General Audience, but the definition of blogging is quite different when it comes to enterprises and businesses! For them, “Blogging is an inbound marketing activity that is conducted under the Content Marketing umbrella with an agenda to engage, interact and convert the Target Audience of the Business into a Brand Loyal Customer.”

And not just that, since Google is working endlessly to make its platform user centric, it is essential that the Content that you publish under your brand name has certain value towards the readers and not just a random content that is stuffed with keywords. Thus, it is essential that if you are to build your empire with Content as its King, make sure that the King is relevant, informative and valuable to the subjects of the kingdom!

And if you manage to accomplish that, you can not only boost engagement, you can also get more leads, boost conversion, create brand loyalists, increase Brand Recall value and much more! And these are not just mere words, below are the statistics from credible sources that proves this:

1. 47% customers consumed 3-5 pieces of content before taking the first step towards making a purchase. (Source: Hubspot)
2. Companies that publish 16 or more blog posts per month gets 4.5 times more leads than that of companies who publishes 4 or less blog posts a month. (Source: Hubspot)

So, unlike other marketing activities which are expensive and dependent upon various third parties, blogging is one such organic activity that can help Small Businesses in tapping their unexplored target market in the most effective way possible. And to further demonstrate the power of blogging, here is the case study of Gillette where their effective use of Blogging ensured the Brand’s success and helped them create active engagement with their customers. 

Gillette in their initial stage had leveraged Content brilliantly to boost engagement and also to convert more customers. Instead of pouring money on newspaper articles, advertisements and magazines, they diversified towards a convincing lifestyle blog that helped them connect with more customers and create a platform that acts as informative blog and also prompts users to try and use their Gillette products.

So, now that we have grabbed your attention, below are the ways you can plan your Blogging campaigns and the benefits that it will reap for you in the longer run:

3 Blogging Strategies for Small Businesses:

1. Engaging Content that interests users:

Benefit: Organic and relative Traffic

The first thing that a blog must have is content that the users are usually searching for on the web or in general. The content of your blog must ensure that it addresses and provides solution to all those Pain Points that are identified. When you have such content on your website, the users are more likely to stay tuned to the website and they will also share with their peers which drives more organic traffic on the website.

For instance: Airbnb:

Airbnb blogs more about unexplored travel destinations and they also publish Travel guidebooks that are about cost-effective ways of travelling! For a company that cashes on such customers who are looking for affordable stay, the blog works effectively for them and they have used it really well to drive traffic on their platform.

• Subtle Content that is more informative and takes an indirect sales approach:

Benefit: better conversion and jump in organic results of SERPs

Instead of addressing how their products are useful, brands must work on content that is more subtle in addressing the situations and circumstances where there products or services makes their customer’s life easier.

For instance, if you have an accounting firm, instead of writing about the benefits of their business loans and insurances, they are talking about how to file GST returns and then subtly selling their products in the process!

So, if you look at the organic responses, the companies that are writing about it are all from the Finance Industry but majority of them has nothing to do with GST filing! But the reason they are publishing such content is because their users find such information useful and Google values users above everything! Thus, when businesses publish such informative content, they can easily optimise their Organic Rankings on Search Engines!

Fun Fact:

Companies who blog receive 97% more links to their sites. (Source)

• Publish Content that establishes you as an Industry Expert:

Benefit: Increase in Brand Value and prompts Brand Loyalty

Whether you have a product or a service, if your blogs showcases your expertise, then your content can create credibility in user’s mind and helps you establish your Brand Image as an Industry expert.

For instance, Apple uses their blogs and content marketing channels to help users understand more about their products and create an authority where they define their product features and why they are the best in the industry.

But, there is more to blogging than what meets the eye! Writing and publishing random topics will not ensure success. You will need a professional Digital Marketing agency to help you reap optimum benefits of Content Marketing. Here are the services that a professional Content Marketer can cater for your business:

Benefits of employing a professional Digital Marketing Agency:

• We can help you create a Content Strategy and Content Calendar that is tailored and personalised for your business based on the Business Goals that you set.
• Content Marketers can help you create omnipresence on all platforms and ensure that your content reaches the maximum number of people.
• While Keywords are not that essential but it is not that they are irrelevant, Content Marketers have an art where they can subtly fit Long Tail keywords that can boost organic reach of your content.
• Digital Marketing Professionals are also expert strategists that can ensure that all your digital platforms are uniform and are pitching unanimously to your Target Audience.

If you too wish to leverage Content and Blogging to boost your business, hire Nesterweb and get expert Digital Marketing Services and Content Marketing services for your business.