Almost everyone knows that building a brand is an essential part of having a successful business, and many businesses utilize blogs in hopes of extending brand awareness by engaging target audiences about their products or services. When it comes to building a brand through blogging however, missteps abound and success can be paltry—unless it is done well.
When it comes to running your own effective promotional branding blog, what you offer—and don’t offer—will bring you a devoted readership or ensure you never gain one. From needing to earn and prove authority to generating content that doesn’t mention your brand at all, here are a handful of ways you can blog your way to greater brand awareness and business success.
Generate Content Aimed at Customer Needs
Your customers and potential customers have problems that they need solved whether those problems relate to your product or service. By generating content that really does speak to the concerns of your customer base, you will align them with your voice and offerings—even without directly promoting your products or services. Because compelling content is in the eyes of the reader, take the time to find out what your customers wish they knew more about, and then set out to supply them with answers. If you sell beauty products, write blog posts about skin care and the history of mascara. If you sell carpet-cleaning services, inform your customers about the nuances of good carpet care. If you specialize in sports rehabilitation, write posts aimed at joint strengthening exercises and better nutrition when training for a 5k. Whatever it is you sell, write content that fits within the universe surrounding your product or service.
Generate Content That Isn’t About Your Business
To that end, make sure the content you’re creating isn’t just another opportunity to sell something to the reader. Good blog content takes the reader seriously as a personfirst and as a consumer second. Intentionally go out of your way to write about issues that aren’t directly related to your business in order to establish your blog and brand as being genuinely concerned about the industry in which you work. Doing so will establish trust between your customer base and your business.
Integrate Your Blog’s Look With Your Visual Branding
While you’re working hard to generate content that might not even mention your business in order to gain a readership that can trust you to give them valuable information, you can still make sure your brand and business are represented visually on your blog’s pages. Blog design that incorporates your business’s visual branding elements — logo, colors, font and the like — will do valuable advertising work while readers are gaining insights through your content.
Establish Authority
By establishing yourself and your business as an authority within your industry, you will not just gain blog readers—you will gain customers. Consumers are affected by expertise, which includes the lack thereof. If you’re a small craft beer seller who provides invaluable content about brewing, beer styles, tricks of the trade and other topics that are of interest to home brewers and craft beer drinkers, you’ll find that those same readers will soon want to drink your beer. Expertise and authority are marketable qualities. A well-crafted, well-researched and well-written blog will build them.
Be Consistent
When Woody Allen famously opined that “Showing up is 80 percent of life,” he probably wasn’t thinking about blogging, but the rule applies nevertheless. If you’re trying to build an audience that learns to trust your word to such a degree that they become loyal and repeat customers, then you need to show up. Consistency in blogging is an essential component in successfully promoting your brand through a blog, and consistency means blogging at least once or twice a week. People who are interested in what you have to say need to know that they can regularly pop over to your blog and find new and relevant information.
Reaching potential customers is an ongoing struggle in the world of business, and there are many ways to take a stab at accomplishing it. Building your business and brand through an effective blog, however, is more of a strategy than a stab; in fact, it’s ideal. Provide good and meaningful content that is industry-relevant and consistently offered, and the customers will eventually come.
Hi. Aarushiana Singh is a para medical professional who is an expert of management and hospitality . She has completed B.Sc (computer science ) and BAMS from Calcutta University . Finally, she has completed MA (Journalism) from AIMT New Delhi Media Management , Speaker, Writer and Photographer. Inspired to make things looks better.
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