Using Blogs as a Marketing Tool

How can you leverage blogs as a marketing tool? Well, in many ways! Over the last several years, blogs have become a robust content platform for businesses and individuals to express their opinions and share a business’ viewpoint on relevant topics and news, promote services and products, and important key messages. 

In 2021 it was estimated that over 600 million blogs were published online. And over 6.8 million blog posts are published on any given day. 

So how can you ensure your voice is heard amongst the pack? Candy PR has pulled together some quick hints and tips to ensure your blogging strategy is as successful as it can be…

Consider structure and focus

First and foremost, you should create a plan and approach to blog writing. Start by choosing a name that reflects your focus, and be creative, so it catches readers’ attention.

You should also consider:

• What are your objectives?
• Key messages – what’s your niche?
• Layout
• Target audience (keywords are important for SEO rankings)
• Design and imagery
• Links and affiliations to other online content (specifically other blogs)

There’s no shortage of blog post ideas online, and it’s worth seeing what other bloggers have done in similar sectors and interests and adapting their concepts to your specific niche.

Some starters for 10 for the angle of your blog, include:

• Advice and tips
• Q&As
• Comment on a trend or recent news event
• Post a video
• Guest post
• Survey or poll readers 

Create collaborative content

Collaborative blogs are becoming more popular and can come in many forms. For example, a business may be looking to market a particular product or service, and for credibility, purposes may include an ‘expert’ in the field to contribute to the blog. Other collaboration examples include customer testimonials and case studies. 

Businesses have also worked with companies where there are natural parallels between proposition and target audience; working together to strengthen each other’s message and reach. 

Other businesses have also encouraged employees to take the plunge and write a blog, focusing on their different areas of expertise. 

Spread the word

There are now thousands of online communities that connect people to blogs and bloggers to other bloggers. Instead of just posting your blog onto your website, you should also consider tapping into LinkedIn or Facebook Groups and other specific interest forums to increase your reach and online credibility (and ultimately search engine ranking).

Consider a copywriter 

For some people writing is fun; for others, it’s a chore. If you’re the latter or blogging isn’t the best use of your time, perhaps consider hiring a professional copywriter. You can determine your level of involvement and develop blog themes and topics collaboratively.

Well-crafted content by a professional copywriter can go a long way in boosting your visibility and positioning you as an authority in your industry.