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How do companies use blogs as marketing tools

How do companies use blogs as marketing tools

Blogging is a major part of digital marketing campaigns for businesses these days. It’s a digital marketing staple for smaller businesses. It’s one for mid-sized ones as well. The benefits of blogging are plentiful for these kinds of companies. Blogging, first and foremost, can establish businesses as being genuine thought leaders. If you want your target audience members to have full confidence in your company and in its services and products, focusing on thought leadership is vital.

Benefits of Blogging


Blogging can do a lot for businesses that are trying to boost website traffic. Remember, strong daily site traffic can pave the way for better sales and profits.

If you want to be able to zero in on people who make up your target audience, then blogging can help you do so. Blogs can help businesses pinpoint many of the individuals who legitimately want and need their services and products.

FACT: Increase in traffic is proportional to an increase in publishing blog posts. Once you publish 21-54 blog posts, your traffic can increase by as much as 30%. (Traffic Generation Cafe)

Improved Ranking

Search engine rankings matter a great deal nowadays. It’s crucial for businesses to do their best to strengthen their rankings on prominent search engines such as Google. Blogging can help businesses that are serious about search engine ranking help. That’s because blogs enhance SEO or “search engine optimization” strategies.

FACT: Having a blog increases your chances of ranking higher in search by 434%. (Tech Client)


If you take the time to pen and post blogs that are informative, updated, honest and relevant, then you can actually do something beneficial for all of your site visitors. The point of a blog is to give people useful and pertinent content that they cannot easily or rapidly secure elsewhere. If you want to keep the people who are in your target audience coming back for more and more, you can engage them by giving them access to frequent blogs that are meaningful, interesting and easy to read.

FACT: An overwhelming 77% of Internet users regularly read blog posts. (Impact)

Lead Generation

Blogging can do a lot for businesses that are passionate about lead generation. Generating leads can do so much for businesses that are committed to getting more sales for their services and products. Strong lead generation practices can help businesses that want to be able to pinpoint individuals who are suitable fits for them.

FACT: SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.

Blogs can accomplish a lot for businesses that want to be able to bond with their readers or customers. If you want to establish a rock-solid connection with your audience, blogs can give useful information that can encourage them to bond with you. Blog about the history of your company. Blog about the pastimes and experiences that made you keen on pursuing entrepreneurship in the first place.

All About Blog Marketing

Blog marketing is a topic that’s pretty simple to grasp. This type of marketing revolves around all actions that spread the word about services, products, companies or sites through blogs. If you’re a business owner who wants to be able to access your audience members through blogs, then this marketing pathway may be a strong fit for you. Text is a significant component of this marketing style. The same thing applies to video clips and audio.

If you’re searching everywhere for options that can promote your business effectively, learning about this variety of marketing may be useful. That’s because it’s linked to a number of indisputable advantages. This approach can be a game-changer for business owners and employees who are trying to maintain budget-friendly marketing expenses. Blogging isn’t a costly thing. Blogs are in many cases free, too. People who are on the lookout for marketing avenues that won’t hurt their budgets often put a lot of effort into blogging.

This marketing pathway can help people better their dealings with customers. If you want to improve your customer service methods, it may work like a charm.

People often enjoy reading blogs. They often find them informative, fascinating and eye-opening. That’s the reason that marketing through blogging can help businesses that are trying to brand themselves effectively. If you want your audience members to be able to recognize your business from a mile away, blogging may work. Blogging enables businesses and their team members to express themselves. It stops businesses and employees from being forgettable and faceless to their audience members. It’s imperative for customers to feel like they “know” the businesses that are part of their lives. If you want your customers to grasp the essence of your business and its objectives, then regular blog postings may help substantially. For instance, take the Hubspot blog. They wanted to bring more information to their customers, solve their problems. A regular blog post, aiming to answer their common questions has increased their traffic.

How do companies use blogs as marketing tools

Blogs can achieve so much for businesses that want visibility. Brands that are basically invisible rarely are able to go far. If you want consumers to consider your business, its products and its services, then you have to be on their radars in the first place. Blogs can reveal to people that you exist in the first place. They can remind them that you exist and that you’re ready to manage their “wants” and “needs” as well.

Blogs, finally, can help businesses effectively inform the general public about fresh products and services that may be on the horizon for them.

Examples of Blogging

If you want to do well with your business blog, then you need to first take the time to assess your competition. It can help to start by focusing on other blogs that are related to companies that are part of your specific field or industry. Types of blogs run the gamut. Blogs delve into all kinds of subjects that are relevant to their audience members. If you’re the enthusiastic owner of a small grocery store that specializes in organic and wholesome foods, you may want to pen regular blogs that go into healthy recipes. If you’re the fitness-conscious owner of a brand new gym, then you may want to post routine blogs that talk about coming up with exercise regimens that actually work. Take this blog, for instance, blogging about the benefits of movement. You’ll notice their high quality, colorful photos help to draw the reader into the post.

How do companies use blogs as marketing tools

You don’t have to play guessing games regarding blogging topics and angles that may be appropriate for your business. Savvy businesses often take the time to reach out to their audiences for insight. You may want to send surveys to the members of your email subscriber list. You may want to ask them about the topics that they want to read about via your blogs. If you’re the owner or manager of a clothing boutique, your customers may ask you to post blogs that go into contemporary fashion tips. If you’re the owner of a restaurant that serves Tex-Mex cuisine, your biggest fans may ask you to post blogs that talk about the origins of your passion for food preparation or upcoming traditional holidays. This Twisted Taco blog is one example:

How do companies use blogs as marketing tools

You don’t have to go for the same exact blogging angles all of the time, either. You can change things up as you go along. It’s important to keep blogging content fresh and inspired. If you post a recipe blog one week, then you don’t have to do the same thing the next. You may want to post details that pertain to upcoming dishes that are going to be part of your establishment’s menu. Customers often appreciate being able to get “sneak previews” from their favorite eateries.

Look at numerous examples of blogging success stories on the Internet. You should do your best to emulate the things that strong bloggers do well. You at the same time should try your hardest to do away with any and all of their weak points.

Purpose of a Blog for Small Business Owners

Every company should know the purpose of a blog for small business owners and team members. Business blogs serve a variety of different purposes. They can help people come across your business. People constantly perform online searches any time they’re curious about topics. If an individual is planning on revamping her diet and physical fitness approach, she may search online for articles that cover both of these topics. If you’re the owner of a brand that’s all about gluten-free meals, then this individual may come across one of your latest blogs. If you blog on a routine basis, then you open your business up to the rest of society. That’s because you make it a lot more realistic for people to find you.

Did you know? On average, companies with blogs produce 67% more leads per month. A blog can generate leads even when you’re not working.

Posting relevant blogs that offer tangible value can go a long way. Blogging is supposed to provide people with information that’s relevant, pertinent and accurate. If you want to inform people about topics that matter to your company, then posting a blog can work out for you. Comprehending the purpose of a blog for small business needs can make things markedly less confusing.

Did you know? Blogs have been rated as the 5th most trusted source for accurate online information.

Blogs aren’t just information sources for inquisitive individuals on the Internet these days. That’s because they’re also invaluable for businesses that are trying to increase site traffic considerably. If you’re frustrated by a website that essentially feels like an eerie ghost town most days of the week, then blogging regularly may be able to turn your situation around pretty quickly. It’s not just critical to blog occasionally; to be effective, in fact, you should make a point to do so consistently. Aim to post blogs between two and three times weekly. If you blog too infrequently, you risk people forgetting that you exist. If you want people to continue to check your website and blog, then you have to make consistency and predictability big priorities.

Did you know? Companies that published over 16 blog posts per month received almost 250% more traffic than companies that published up to four monthly posts.

Blogging can be helpful to businesses that are trying to secure constructive criticism from the public. Blogs open businesses of all kinds up to feedback. If you post about a new item that’s on your eatery’s menu, it may motivate people to post comments. A fan of your eatery may post a comment that expresses pure enthusiasm. Another fan may post a comment that’s a bit more critical in nature. He may suggest that you try another option. This insight isn’t something that business owners and representatives should ever discourage. They should actually embrace it. That’s because feedback can often bring on improvements that are invaluable for future successes.

Blog Marketing Strategy

There are so many facets to putting together a blog marketing strategy that’s actually effective. Digital marketers have to take so many different things into consideration. They should first think about their target audience members and all of the things they want. Think about your audience members and all of the things that make them tick. If you cannot pinpoint your audience members’ wishes and requirements, then you cannot go too far in blogging. That’s because you should strive to satisfy customer demand no matter what.

It’s essential to post blogs that are relevant to your business and all you have to offer. That’s because you have to make a point to get people to your website and blog in the first place. If your blog doesn’t have any readers, then it naturally cannot accomplish much for you or for anyone else. If you want to come up with a marketing strategy, you should

  • SEO: Start by thinking at length about SEO; from keywords to backlinks. Learning about these things can do so much for your rankings on renowned search engines such as Yahoo!, Google and Bing.
  • Social media: Social media marketing can also be helpful to businesses that want to create a platform for promoting their blogs. Take full advantage of respected social networks like Facebook, Instagram, Twitter and Google+. You can spread the word about your blog and website through regular social network posts. Link your blog to all of your social media platforms. You can post about and link to your blog and site on Facebook, too.
  • Influencers: Teaming up with influential individuals who are in your field can also help promote your blog and website. If you’re a restaurateur, then you may want to collaborate with foodies who have a lot of sway and followers on the Internet. If a trusted name in the food world gives your business a “shout-out”, that may be enough to provide your up-and-coming brand with a major boost.
  • Hire a Digital Marketing Firm: You should think about hiring a trusted digital marketing firm. A credible digital marketing agency can help you put together a blogging strategy that can do so much for you. If you don’t have a lot of digital marketing savvy, then you should research companies that specialize in the online realm. Look for companies that are known for superb content creation and branding approaches.

Diib® Offers Key Metric on Blog Performance

Are you using diib® to monitor your company blog? We have a couple of tips to help you get the most out of your dashboard:

  • Use the keyword and backlink competitor research tools to find out what keywords your competitors are ranking for and create content around those keywords.
  • Use diib® to understand key metrics, like bounce rate and returning visitors, for your blog.
  • See how your Facebook page followers like the content from your blog that you post.


The most important thing to remember when starting a blog is to know your audience and write specific content geared towards their interests. Keep the content informative and entertaining. Be consistent in how often and the days you post.

One of the most important things to keep in mind when starting a company blog is to keep the content relevant and informative. People read blogs to be informed and, often, to solve their problems. Blog consistently and always make sure you offer informative content.

There are pros and cons to both options. And there could be a hybrid solution. Hire out half of the content and write the other half. Keep in mind that even if you hire a company to take care of your blog, you still need to stay involved in the process. Make clear goals and guidelines and stick to them.

The industry standard pricing for a 500 word article is around $50. You can likely find options that are much cheaper and ones that are more expensive. A good rule of thumb is around .06-.15 cents per word. Editing is still a must, no matter how much you pay.

It can take up to 6 months to gain traction with a new blog campaign. It’s a bit hard to measure how much traffic is generated on one specific post, however, with the right SEO analytics tools, it is possible to see traffic on specific topics, allowing you to customize your blog content.

The best blog length for optimum SEO in 2020 is around 1,700 Words. At a minimum, blog posts should have over 300 words. Having more than 300 words keeps your blog from being considered ‘thin content’ on your website. This can have a negative impact on your overall website ranking.

The answer is yes, blogging is still relevant and highly effective in 2020. If you haven’t started a blog yet, you should consider it. People are reading blogs more than ever before, looking for solutions to their problems. Make your blog informative, interesting and entertaining and watch your number of readers grow.

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Daniel Urmann

Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.

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