Most of us in the digital marketing arena will agree that no matter what your strategy is, it's crucial to include quality content (especially within your company's blog).Why?! Because it says A LOT about your products or services and it's even a reflection of the masterminds behind the operation you refer to as your business.
Here are 6 things our Escaype Enterprises marketing gurus say your company blog can reveal about YOUR brand:
1. You know your customers.
Blogging about topics which are appealing to your customer base says a lot about your brand. It says, "We know what you like, what you don't like and even what you wish you had from our company." For example: if you're a business in the food industry, be sure to cater to what your clients are into (ahem, things that are edible) with content such as hassle-free recipes, easy cooking videos, the latest in kitchen gadgets or highlights about your newest products/services.
2. You stay ahead of the curve.
What you choose to promote within your company blog also sheds some light about your attentiveness to the world around you. It's a great idea to include the latest in trending topics, this season's fashion faux pas, celebrity gossip, the newest fad diets, etc. in your blogs and how it relates to the nature of your business... because gabbing about what everyone else is discussing at the water cooler shows you are very much aware of your surroundings no matter what type of products & services you're selling.
3. You know what you're talking about.
The content marketing space is about as competitive as playing Powerball: Lots of people want in on the action and yet, only a few (or sometimes zero) get the results they hoped to receive. This is why establishing your credibility using your company blog is key. By citing references you used to generate your blog post or "name dropping" the sources from where you derived your content (no matter how much), you can truly show your audience that not only is the stuff that's out there on the internet about you really interesting, you as a brand really know what you're talking about too.
4. You're looking out for the interests of your client base.
Got a few new shortcuts up your sleeve, some recent client testimonials or a promotional discount for one of your specific products or services? Blog about it! Writing about what your brand has (that your customers could definitely benefit from) is a great way to create a buzz about your business. It's also an indirect way of proving your company isn't comprised of a bunch of used car salesmen just attempting to sell any sucker a jalopy... you're a actually a reputable team of professionals representing a company who indeed has their customers' best interests at heart.
Ever looked up the name of a restaurant on your smart phone or "Googled" a local business on your laptop, only to find out that neither one of these companies have a web site (yikes!)? While this may sound too archaic to believe, this still happens quite a bit in 2015. Unfortunately for those organizations which still have yet to make themselves known on the Information Superhighway via a company web site, they may never be discovered by prospective customers in significant numbers. 71% of people surveyed by Google admit they use the internet prior to making purchases which means this: If your brand has a web site, you're more inclined to catch the eyes of your target market much quicker (depending on your web presence). You're also more likely to be viewed as hip... for actually being visible online (having a company Facebook page can help with this too).
6. You're REAL.
A company blog doesn't just have to be loaded up with a bunch of sedative-like statistics or jam-packed full of jargon only IT programmers and chemical engineers would understand. It can actually be a powerful platform for you to reveal the best quality about your brand... which is: you're REAL. It's okay to be conversational with your content, and it isn't a bad thing to express your opinions or emotions from time to time (just be careful when it comes to political or religious topics to be safe). Ultimately, you want your customers to know that those behind your brand are real, can relate and are (when it all comes down to it) a lot like them.
Yes, a company blog can truly reveal these qualities about your business as a whole... and as the saying goes, "perception is reality."
If your customers or clients perceive your brand to be a certain way, then that impression alone will be the way your brand is viewed over time, which can not only affect your social following, it can be detrimental to your existing client base, you new customer referrals and ultimately... your bottom line.
CLICK HERE for assistance with your internet marketing efforts and/or small business marketing strategy. Escaype Enterprises can help your brand reveal its best side... fo' show!
References:
http://www.searchenginepeople.com/blog/150231025-content-marketing-experiment.html?utm_content=buffer7656e&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer
https://www.thinkwithgoogle.com/interviews/winning-the-zero-moment-of-truth-b2b.html
