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Why Businesses Should Blog as Part of their PR Strategy

Why should businesses blog?

Fact about blogging

From a marketing perspective there are many benefits to blogging such as generating awareness, being able to express and promote a message to an audience in a way that is 'non-salesy', to be helpful in the decision-making process and to build trust and authority in sector. Blogging is therefore an effective public relations (PR) tool in an online digital marketing sense.

In terms of online content, blogging will boost website visitors, attract customers or clients and boost SEO ranking for target keywords and sector subject material. All sector experts should really be blogging and sharing their knowledge.

Social media business pages have limited reach, however personal profiles can be used to engage with audiences (as seen on Linked-in) to promote company successes, investments and new products.

For example, through a personal profile of a CEO or MD a relationship with a real person can be formed which can have greater impact. Personal blogs written by organisation leaders, senior officials, departmental experts can be very successful.

Knowledge is WASTED

A solution to a problem, knowledge that never gets shared, an untold story; all this information that could benefit an audience, sell a product, influence and help people - not communicating this is a massive INJUSTICE.

What is blogging?

Blogging is a general term used for writing about a subject matter, topic or issue for many purposes such as educating, entertaining, informing, differentiating and persuading an audience.

Presenting information, research or expert knowledge of a subject matter for the benefit of company or personal brand exposure, sector influence and authority or profile building. The blogging world has expanded to include many different types of blogs.

Types of blogs

  • Personal Blog – does not focus on a specific topic or audience

  • Personal Brand Blog – the blogger is the brand

  • Corporate Blog - connected to a company, organisation or charity

  • Personal Services Blog - about services offered

  • Niche Blog – a blog on a niche subject such as: sport, finance, business, WordPress etc

  • Affiliate Blog – product or review focused that promotes affiliates

  • Artist's Blog – used to promote paintings, drawings or sculptures

  • Guest blog – content is mostly written by guest bloggers in return for sharing of a large audience or following for an agreed time

  • Case study blog – step by step guides on ‘experimental subjects’ to share success stories including tools, techniques and strategies

  • Podcast – chat, webinars, training and interviews often used as part of a strategy to sell a course

What is the perfect blog length?

The perfect blog length is 350-500 words however some blogs that require more ‘in-depth’ content it isn’t unusual to see blog lengths of up to 1000 words when subjects demand it.

Types of blogging content

  • Educational, knowledge and learning

  • Industry & technical advice

  • Independent reviews

  • Service comparisons

  • Product comparisons

  • Evergreen articles (see below)

Blogging can increase Google ranking

Regular blogging gives the perfect opportunity to drive website traffic and improve Google ranking, whilst increasing authority levels.

Blogging can also break up the monotony of just sales messages in social media, offers the audience links to useful information that will build know, like and trust factors and authority levels. All this will keep you at the top of your customer’s minds when they need your service.

What is an Evergreen Article?

An Evergreen article is a long piece of writing that will stand the test of time and is described as “timeless”, meaning that it will be useful for many years, possibly decades.

  • In-depth highly informative piece typically longer in length 1500-3500 words plus.

  • Often include independent research, many sources of information and analysis

  • Highly specialist and technical information (i.e in-depth product comparisons)

  • Combined knowledge from many sources

  • White papers / academic papers / medical journals / industry reports

An Evergreen article takes a long time to produce, aims to answer prevailing questions and is highly authoritative.

The aim of an Evergreen article is to show up in a high-ranking position for many keyword searches and position the blog as an ‘expert’ source. These blogs are well-structured often containing anchor points to guide the reader.

Is it time your business started blogging?

Quite a compelling case has been presented here on why businesses should be blogging! If you want your business to have good online and social visibility, it really needs to have an active blog. Blogs are a ‘hub’ to promote content from, a way of bringing people to your website, a way of promoting content and boosting website rank and authority.

A lack of time and resources to maintain a blog are often the main reasons for stopping blogging, or not even starting! If you need help with your blogging or are looking to outsource any areas of your marketing, check out my range of Clear Goal marketing services here and business packages here.

Get in-touch for a chat we can meet over a ‘suitable beverage’ and talk marketing.

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