You might know us, but we don’t know you. You might be a small business that focuses on serving a niche audience. You may be a professional association looking to reach members, both new and old. Heck, you might even be an individual trying to find a way to boost your personal clout on social media. It doesn’t matter who you are, the point is, if all you’re doing is blogging, you’re doing it wrong.
Blogging is a great way for you to promote yourself, your business and your services, but social media has evolved to a point where a blog alone will not sustain an online marketing strategy. Here’s why that is the case and what it means for your social media efforts:
The Meaning of Blog
There’s a reason why blogs are a popular and effective way to market your organization. In fact, there are several reasons. We’ve outlined them before, but the meaning of a blog boils down to this; you just want to be heard. You want your organization’s efforts, expertise, services and ideas spread to loyal followers and potential partners alike. You want to make it easier for people to find you online. You want to make the best parts of your website more accessible and enticing for visitors. All this starts with a blog because a blog helps your organization’s SEO results, gives a new perspective on the value of your organization and acts as a starting point for website exploration. This might have been enough to suffice in the past, but not any more. If you want to accomplish these goals, you’re going to have to marry your blogging abilities with the use of several other online marketing platforms. Only then will you truly find the meaning of blog.
Go With The SEO Flow
Blogs are great for boosting your organization’s search engine optimization (SEO) results. If you want a potential customer or member to find you on Google, a blog is great. The reason is, Google gets bored; the search engine will knock you down a few pegs in the order if you are not frequently creating fresh, relevant content. Since your home page, contact information, etc., doesn’t change that often, a blog is a perfect way to keep Google interested and your organization’s name at the top of searches.
However, recent changes to Google’s search algorithms mean that a blog alone isn’t enough to catapult you a few spaces and onto the first page of results. Google now emphasizes the importance of other social media platforms in an organization’s SEO results, especially Twitter. Building a presence on multiple social media platforms and consistently posting relevant content to these accounts will help your organization improve its SEO. The bottom line is, the more places you show up online with quality content, the more Google will like you. Do your blog a favour and partner it with another piece of social media, like Twitter, Facebook or LinkedIn.
Go Shout It From The Rooftop
Another important element of a blog is its ability to convey important information. A blog can tell your established community, like loyal customers, about a new initiative you are starting or it can give some interesting insight into your operations for those considering your services. A blog is an important space that is able to highlight the value your organization can bring to an individual and can do so in a variety of interesting, engaging and interactive ways.
This is all fine and dandy for our organization, but the truth is, if no one is visiting your blog, the great content it provides is next to useless. Social media has changed the way people get their news and information and creating a list of must-read blogs is just not as popular as it was a decade ago. It is much more common for individuals to access content from other platforms, such as Twitter or Facebook. For example, Facebook is the main gateway for Millennials to learn about several current event topics, according to an American Press Institute survey. This is the reason why blogs work so well in a social media team; blogs provide the content that engages your target audience and other platforms, such as Twitter, Facebook and Pinterest, act as a megaphone, drawing people in so they can get a better look. So next time you want your blog’s message heard, go shout it on from the rooftop that is formed from one or several other social media accounts.
Go Pave New Roads
One of the biggest and most recent buzz words to start coming from everyone’s mouths is “traffic.” Everyone wants increased traffic to their organization’s website and a blog is one fantastic way to achieve that goal. We have already covered why a blog is great for SEO purposes and how a blog can act as a gateway for people searching for a specific product, service or piece of information that your organization has written about. From your blog, visitors to your website can then look around and explore other parts of the site, which increases the likelihood that they will use your services.
To really get a grasp on why a blog is only one part of increasing traffic to your organization’s website, here’s a little metaphor: Imagine your website is a city that is looking to bring more tourists in to boost its economy. A blog is the equivalent of a plane that flies tourists from one city to your city. This is great for tourism, but to really boost tourism, you would want to operate several planes from several cities. These other planes are your other social media accounts. One plane could be Twitter, which brings people to your website by linking to content from the site in tweets and the account’s home page. Another plane could be Facebook, which also provides links via photo albums, posts, calls to action, etc. The point is, when you pave new roads to your website, it makes it easier for people to visit.