Why Blogging Should Be An Important Part Of Your Digital Marketing  

hands typing on laptop

Why Blogging Should Be An Important Part Of Your Digital Marketing  

Blogging forms a key part of many of our digital marketing campaigns. It can be a great way to establish your expertise in your field, increase engagement and generate leads for your business. 

Why It Is Useful To Have A Blog On Your Website 
A company’s website is always at the centre of a successful digital marketing plan. The more people you can persuade to visit your website, the more people you’ll convert. A well-designed blog can generate useful information for both new and existing clients.  

If your potential consumer wants to learn more about your product or service on your website, providing blog content is the most effective approach to connect with them and give them the information they are looking for. 

Blogs are also a way to address user questions in a more in-depth way than a simple FAQ could do. While the main pages on your website should be more focused on driving sales and acquiring leads, your blog posts can get more into the details of your products and services.  

What To Blog About 
Whatever sector your business is in, whether it’s floristry, law, or massage, you most likely have a large amount of knowledge about it compared to the average person. Demonstrating this knowledge is a fantastic way to build trust in your brand and attract attention from people looking to learn more about the industry you work in. 

Consider what matters to your target market and current customers, and how your product or service may help them. What problem does it answer, and how will it assist people in overcoming a challenge they face?  

Here are some of the ways you can turn your expertise into quality blog content: 

  • Answer A Common Question About Your Business In An In-Depth Way 
    Most businesses get a lot of the same enquiries from different customers, so you probably already know the most common questions your target audience are going to be asking. If you’re really stuck for ideas, you could use a tool like Google Keyword Planner to find common Google searches related to your industry. Make sure that you answer the question fully – there’s nothing worse than offering an answer to a visitor’s question and then taking 200 words just to say; “it depends”.  
  • Focus On Yourself Or Your Team 
    There is a common saying that goes “people buy from people.” A blog post is a fantastic way to offer information about yourself, your business history, your expertise, and your passions in a way that might seem out of place on other parts of your website. You could also profile members of your team. The more that a potential customer feels they know about the people behind a business, the more they trust them to do a good job.   
  • Write Cases Studies Of Previous Projects You Have Worked On  
    Every time you do work for a client, whether you are a gardener or an IT company, it’s a chance to create content. Detailed case studies about previous projects your business has completed can make for a compelling blog. Before and after pictures (if relevant), customer testimonials and step-by-step details of your process can help website visitors get an impression of what hiring your business would be like. Make sure to always get the customer’s permission before you include them in a case study. 

Repurposing Blog Content  
Creating blog posts also gives you content which you can repurpose for use on your social media channels. For example, if you write a “10 tips to…” type of post, you could turn each of those tips into an Instagram post with an accompanying picture or illustration. Doing this cuts down the amount of time you need to spend creating content for other platforms, while still ensuring that the content you do produce is informative and high quality.  

The SEO Benefits Of Blogs  
Your search engine rankings should gradually improve if you have a blog on your site which you regularly update with quality content. To outperform your competition in the search engine results page, you must provide unique and in-depth content.  

You should make sure to include popular keywords in your blog content and blog titles. Just like any other page on your website, you should make sure your blogs follow SEO best practices. Ensure that you are formatting the blogs in an SEO friendly way that makes them easily readable on both desktop and mobile and that you are adding alt text to your images. 

You should regularly review how your blogs are performing using Google Analytics and Google Search Console. 

Blogging is still a key part of a successful digital marketing campaign. To grow your business, you must first build trust with your customers and demonstrate your expertise. Quality content on your website shows you have in-depth knowledge of the products and services you offer.  

At Carden Digital, we have created high-quality blogs for our own business, but also for our clients. Our content writers can work with you to develop long-form blogs based on your notes. Blogging for SEO is part of our larger content marketing strategy and SEO services. If you would like help developing top-quality content for your website’s blog, speak to our team today. 

Dave King

Dave King is the Co-Founder and Director of Carden Digital and the wider Carden IT Group. Dave’s background is in IT services, but he has experience across the online space. His love of all things digital lead him to create a digital marketing branch of the business, with a focus on paid advertising, SEO, web development, social media, graphic design and content writing.