There’s definitely a science behind blogging, but it doesn’t have to seem like rocket science. In today’s world of seemingly never-ending amounts of analytical data, creating a successful blogging strategy might seem overwhelming. Behind all of the data and algorithm analysis, the key to a great blog is to focus on why you created that blog in the first place – to build brand awareness.
Oh, you didn’t create a blog to build brand awareness? Well, if you feel your blog is struggling to connect, that might have been your first mistake.
Of course, there are many reasons why every business should be blogging. Between increasing your website’s SEO value to positioning your brand as a thought leader in your industry, the question of whether a blog is still a valuable tool for businesses in 2020 has been answered with a resounding, “yes.” All of these efforts, however, play into the larger strategy of building brand awareness and having your brand be top of mind to the appropriate consumers or clients. This desirable outcome makes brand awareness one of the most core aspects of the marketing industry, affecting each and every decision you make when developing a marketing plan.
Here, we’ll detail how to get the most from your blog by focusing on building brand awareness and how growing one can help to grow the other.
How blogging impacts brand awareness
Content is king, no matter who you ask in the marketing industry. A cost-effective way to have content associated with your brand is to create it yourself through a blog. This strategic brand awareness method does a few things. First, blogging can educate your audience on your brand story, giving you the chance to shape how your audience perceives you. Secondly, it gives your brand the chance to discuss hot topics within the industry, providing insights and opinions or breaking news on the latest trends. Another way blogs improve brand awareness is by creating trust. A recent survey on blogging showed that over 68% of participants in the study found websites with a blog to be more credible than blogs without one.
In short, if you want a boost of positivity, influence, or trustworthiness with your brand awareness, blogging can help.
Solidify brand awareness by being consistent
There is a reason that people think of the Kleenex brand when they think of tissues – the two are basically synonymous. This was done by influencing perception through brand awareness and messaging on a consistent basis. Brand awareness will not happen overnight – and if it does, it’s may be for something undesirable.
Bring consistency to your blog efforts by creating a content calendar and planning out your topics ahead of time. This will help you stay accountable and deliver informative content that continuously sheds light on your brand voice, brand messaging, and brand identity.
Few achieve the success of the Kleenex brand, but there’s definitely no chance your brand can achieve it without consistency.
Take your brand right to the people through a mix of strategies including content promotion
We touched briefly on SEO earlier when discussing the value of blogging. SEO is a huge component of helping people find your site when searching keywords relevant to your brand. It’s a long-term strategy focusing on fresh content at an optimized length that, when done well, provides great results. This long-term strategy, however, will only take your brand awareness so far without building on it with a bit of a short-term game as well. This is where content promotion comes in.
In order to get people to learn about your brand, people need to know about you. Digital advertising is a great way to build brand awareness as it gets your name in front of online users, which, is almost everyone. Because you’ll be creating blogs on a consistent basis, there will be plenty of content for you to promote. An easy way to start is by sharing your blogs on your social media pages and then boosting these posts, propelling your content to whoever is on that platform at the time you’ve boosted it. An even better way of promoting your content is by creating ads that use your blog link as a landing page. This will drive traffic to your blog, and subsequently to the rest of your site.
Your SEO and traffic will improve by mixing these two strategies, as search engine crawlers will see that your content had not only spikes of engagement in the short term, but that your website continues to be associated with the right keywords over a long period of time.
Stay aware of your brand awareness – and adjust accordingly
As with everything in the marketing world, you’ll need to keep an eye on the data and adjust your strategies as you go along. The best way to improve any brand awareness or blogging effort is to see what’s working and get rid of what’s not. To do this, you’ll need to actively manage your online presence where you’re sharing your content, engaging with the people commenting on your posts and responding to messages. You’ll also need to be in tune with the analytics from your advertising to report on their results. Blogging, like brand awareness, requires time and attention, and the feedback you get from your audience and your website data can make all the difference in your content’s effectiveness.
Located in downtown Lancaster, PA, Taylor Brand Group offers a wide range of services such as rebranding, internal branding, brand development, and brand research in addition to work dedicated to brand identity. As a branding agency, we’re dedicated to helping businesses with marketing and advertising projects with the intention of focusing on brand awareness first. If you’re searching for an agency that can help to improve your brand awareness through trusted strategies, creative design, and unique messaging tactics, Taylor Brand Group can help. To learn more about the services we offer and how to take your brand to the next level, contact us today.