One of the best ways to build visibility and credibility in a crowded marketplace is to have a solid blogging strategy in place. But just like any business activity, blogging needs a purpose – and if you want to make sure you’re getting the best results, you’ll need a proper plan.

That plan needs to include:

● Your goals / objectives
● Defined audience groups and their interests / challenges / pain points
● Analysis of what your competition are doing
● A sustainable content plan
● The channels you’ll use to reach your target audience

Now, let’s take a look in more detail at the benefits a solid blogging strategy can have for your business:

1. It increases your credibility and builds your personal brand
Done well, blogging allows you to establish your personal authority on a topic and position yourself as a thought leader in your field. This is important because people prefer to buy from people they know, like and trust.

2. It can also help you build your company’s brand
Blogging enables you to develop your brand and create more brand awareness. If you have a clear and consistent brand, your ideal clients will always understand who you are, what you stand for and who you help.

3. It drives targeted traffic to your website
Many companies spend a small fortune on SEO to drive traffic to their website. But well-written blogs published to the right audience via social channels – such as relevant LinkedIn groups – will drive the right type of traffic to your site when they click on the content link.

Obviously, you then need to keep those visitors on your site, which you can do through related content and well-placed links to key pages.

4. It can help you develop an engaged community
Your blog content can place you at the centre of important discussions in your industry, and allow you to build a community of like-minded people. This community will also share your content, which increases your reach further.

5. Strategic blogging will generate organic leads for your business
If someone who matches your target audience criteria lands on your website via the content you’ve shared, and they already know and trust you, they can rightly be viewed as a lead.
You now have the opportunity to capture their email address by asking them to sign up for more great content, or offer them high-value ‘gated content’. You can direct them to specific services pages, or invite them to submit an enquiry and learn more.

Consistency is key!
The key to success is consistency. Your audience need to see you as a reliable, ‘ever present’ source of valuable content, and you need to stay front of their mind without bombarding them with sales messages.

Ben Hollom

October 7, 2019