Nearly all marketers are likely familiar with the myriad applications of blogging; it is one of the true workhorses of the online marketing world, in more ways than one. Last year via a study conducted by the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth revealed that 34 percent of Fortune 500 companies are now actively blogging, which represented the largest increase in the number of Fortune 500 companies currently blogging since 2008.
However, fewer are cognizant of the fact that above and beyond giving a website substantial SEO benefits and promoting healthier user engagement statistics in general, it can also play an integral role in their higher level marketing strategy as well.
Three Hidden Benefits Of Blogging For Marketers
- Content Strategy – It’s hard to imagine a more prosaic or commoditized product than personal or business checks. Quite literally everyone uses them, but people are not likely to spend any serious amount of time thinking of them. It’s hard to imagine any sort of marketing campaign dedicated to check-printing and distribution breaking this public apathy for their product. However, that is just what the Checks Superstore site has done by developing an engaging content strategy on their blog. Take a look at their social statistics and you’ll see that dozens of people are sharing articles published on the blog of all things, a check printing company. Content is still king.
- Demographic Targeting – Another example of a powerful marketing strategy a blog can help companies execute is demographic targeting and outreach. Look at the example of the Microscope.com blog, a specialty site dedicated to selling all things related to microscopes. Unsurprisingly, educational institutions and research institutions make up a large portion of their client base. Their blog posts are a bunch of engaging, real-world applications of microscopes and associated technology that are both entertaining and informative. It’s hard to imagine content better suited for their target demographic – all executed with nothing more than a series of simple blog posts.
- Authority Building – As relevant and popular social indicators continue to increase in relevance relative to search engine optimization and other technical concerns, true authority building and reputation management tactics have grown in prominence with them. This has let companies in some industries establish their own branded blogs as some of the definitive sources of information regarding their products, services, and methodology. Look at the Moz Blog of SEOMoz.com; it’s the gateway into one of the largest and most established online marketing communities on the Internet – and it happens to be conveniently hosted on their own branded web property.
As you can see, a wide variety of companies in an incredibly diverse set of niches have discovered that blogging has the potential to play a much larger role in their overall marketing strategy than previously thought possible for most organizations. It continues to be one of the most cost-effective tools in terms of promotion for a website, both in terms of technical search engine optimization as well as user engagement.
Whether you use your blog as the cornerstone of your overall content strategy, an essential tool to engage with and target your demographic, an important component of your authority and brand-building efforts, or some combination of the three, it offers unparalleled strategic flexibility to your organization at an incredibly low cost.
Sources: Google Images, MarketingLand,