A blog ... what is it?
To begin with, it's worth answering the question of what content marketing is. It is a type of marketing strategy aimed at attracting regular customers. The activities of this strategy are most often focused online and include the publication of valuable content tailored to a specific audience. This content can take various forms - videos, webinars, presentations, graphics or articles.
A blog is one of the more effective online marketing tools. It is extremely helpful in creating a positive image of the company, and also helps expand the customer base. A blog functions as a form of communication with the audience, somewhat less formal than a traditional website. It is directed not only to existing customers, but also to other people - to those who would like to learn something on a particular topic.
Are a blog and a website the same thing? Not necessarily. A website often contains only basic information about a given company, a description of the business, products, address details, offer, price list or sample realizations. This is sufficient in many cases, because the customer entering the site can immediately go to the contact to use the company's services. They also has the opportunity to review the portfolio and price list, which will help in making the final decision on cooperation.
The main difference between a website and a blog is that on a blog the main content is posts published from time to time. So the content is constantly updated and contains a lot of useful information. This is not just lifestyle, lightweight content - nowadays many companies have industry-specific blogs. Although this requires constant work and creation of new posts, it brings many benefits. First of all, it plays a huge role in the positioning of the site. It makes the company easier to find online. Customers come to the blog looking for a solution to their problem. They find them on the site, and in the process learn more about the company's business. What's more, in this way it is easy to build an image of an expert in a particular field, which affects customer relations and increases trust in the services provided.
Isn't it too old-fashioned?
Blogs were once the most popular medium on the web. Almost everyone created their own place, where they published basically whatever they wanted. Over time, the blogosphere developed so much that blogs became a tool used for advertising purposes. Companies cooperated with bloggers who referred to products or services in their posts. Today, however, the role of blogs has been taken over by other media - Facebook, Instagram, YouTube or TikTok, which offer a new kind of content that is quickly digestible. Many blogging platforms have closed down. However, this does not mean that blogs or bloggers are now a complete relic. Because although in purely advertising and promotional matters, content that does not require a lot of time to consume is leading the way, text is still necessary. For example, if only to build your own brand, create an image of an expert or, finally, to position your website. SEO is key - without a well-prepared strategy, the site will be lost in the maze of other similar ones, and potential customers will find it difficult to find it. Why the text? Because it is in it that you can include keywords related to your brand, create a database of links or enliven the site by publishing new content regularly. If you want to learn more about SEO, an online course on a training platform such as Webinar Universe might be a good idea.
Blog ... how to use it
Running a company blog is different from a personal blog. Entries should focus on industry-related topics and carry value for the viewer. It is best to bet on guide content that answers specific questions and needs of the customer, is substantive and exhausts the topic. It's important to position yourself as an expert who knows what they are talking about and is familiar with the industry in which they operate. Engaging content that provokes discussion is also a good idea. Finally - remember the principles of SEO, using the right key phrases in the texts and adding new content regularly.
SEO or advertising
For bloggers or corporate bloggers, it is important that their site brings certain benefits. Ultimately, these should translate into financial benefits or increased product sales. The way to do this is by increasing traffic to the site. This can be done in a number of ways, the most popular of which are advertising and SEO efforts.
Ads are a topic that can be approached in two ways. First - there are ads that are meant to drive the user to the site. They are displayed, for example, on Google, on other websites, and on social media. They increase traffic and help gain new customers. The second type are ads that already display on the blog and direct the user to other places on the web, such as Google AdSense. The blog owner gets paid for the displays. You can also offer customers to buy banner ads on the site.
SEO, on the other hand, increases traffic to the site. The goal of SEO efforts is for a site to achieve the best possible position in free search results for selected phrases and keywords. SEO involves a number of elements that need to be done, but one of the easiest ways to take care of optimizing your blog texts is to weave relevant phrases related to your blog's topic into your articles. Regularity in publishing new content is also important. On the subject of SEO as well as advertising, it is worth seeking knowledge in courses on educational platforms or on the web. It is especially worth testing the Webinar Universe platform, which offers many interesting options.
Blogs are certainly not a relic, although today they have a slightly different form than a few years ago. The bloggers of the time have mostly moved to social media, while blogs are eagerly used in SEO strategy and as a tool for building an expert image.
