How to Market Your Brand with a Blog
Everyone has the potential to succeed in any endeavor. Everyone has something to share. But, not everyone has the confidence to start a blog and use it to promote their brand. Here’s how to market your brand with a blog. Learn how you can be successful, consider what’s necessary, and start blogging to add value!
A Powerful Tool
Blogging is a powerful tool to market your ideas and brand. It enables you to connect and develop relationships within your niche.
“Not only are bloggers suckers for the remarkable, so are the people who read blogs. When you write remarkable content, you stay engaged and excited with your blog. Your readers follow suit.” -Seth Godin
Sharing is the first step to developing relationships. You share because you have something that others can learn from or be entertained with. Think about what you are about, what you are familiar with, and how others can benefit.
You can share what you know through blogging.
There are lots of blogging platforms available, with WordPress in the lead. It’s easy to use and caters well to the needs of starter blogs.
Things to Consider When Blogging
You can blog about anything in just few minutes. But to market your content—to drive in more readers, you need to consider essential features of your blog. They are: SEO, word count, backlinks, images, text, structure and style, and contact information.
Because blogging is different from printed articles.
Digital marketing is different from traditional marketing. You need to consider significant features to give your blogs a higher chance to be visited and read. Unless you don’t want to extend your reach, learn how you can get the most out of blogging. Here’s what you can do with each feature:
1. Optimize for Search Engines
Whatever type of content you have online, your rank in the search engines matter. Google and other engines have established practices that you can apply. They are meant to give you a boost in the list of engine results for you to be found more easily when people type in key searches.
It works this way:
The internet serves like a big city with lots of wonderful, unique places to visit. Search engines, on the other hand, serve like guides.
When people type in a word in the search engine–when they ask the guide regarding a specific place, the engines send out explorers or “spiders” that will scan the city to provide the answer.
The answers will then come in the form of a list, the top in the rank being the best that explorers found.
You want your blog to be at the top of the list as much as possible.
Internet users want convenient answers. Those ranked 11+ don’t get much attention as those at the top.
2. Make Your Post Length Count
How long should a blog post be? Seth Godin does remarkably well with less than 200 words. Meanwhile, others do great with more than a thousand.
It depends on your target market and your brand’s purpose. People come from different backgrounds. For some brands, their market don’t need a lot of information for engagement.
A study by Jakob Nielsen reveals that 84% of online users don’t read posts word-per-word. They simply scan the text for immediate answers.
But, here’s the thing…
Search engines feed on words and clues that point them to valuable content. It’s in their best interest to give quality answers to online queries. It may not be the exact answer that users look for, but one that relates well to the query.
According to serpIQ, pages with contains more than 2,000 words have a higher chance of ranking in the search engines. Apparently, more words provide more clues for search engines to identity their content. That makes them easy to attract attention.
But, not all lengthy content gets traffic.
With billions of content released every day, many good quality content stay hidden behind popular ones. They might have something great to share, but they might not have been optimized for search engines.
Google constantly releases updates to better satisfy online users. And, quality is among the key factors that boosts rank.
They encourage websites, blogs, and other sources of content to focus on the user. When people are satisfied with the content you provide, you give them more reasons to revisit you.
Blogs optimized for SEO can go with as little as 300 words, which is the standard length for blogs. What’s important is you provide people with what they need, and not just fill in spaces. Again, there is value in quality content.
3. Setup Backlinks
Backlinks direct people to your blog. They come from other sites or blogs which provided links for their users to visit your content. And, they also boost your blog’s rank in the search engine results–a higher chance for you to be found online.
The question is…
How should you set up backlinks?
There are two types of links that you can include in your blog posts: external links and internal links. External links are links to content from other online sources. You use them to refer to other blogs or places online.
Internal links are backlinks. Again, they are links from other site or blogs that direct people to your content.
Many sometimes neglect the significance of links. Apart from the fact that they can help boost rank, they also affect user experience.
When people click on a link in a blog post, they will either open in a new tab or open in the same tab. How you direct people via links can frustrate them and eventually lessen their interest to visit you. But it can also motivate them, knowing that you provide valuable links to sources that they can refer to.
You don’t want to frustrate your blog readers.
According to UX Movement, backlinks should open in the same tab that the reader is reading. External links, on the other hand, should open in a new tab to help readers get back to your blog post easily.
Readers do not need to wait for them to return to your site. You give them convenience when you setup external links to open in new tabs.
You can do the same for internal links as well. But, directing them to stay in the same tab for backlinks gives them time to browse through your blog and look for more valuable content.
4. Use Images Wisely
Images provide visual clues for readers to better understand your blog posts. They also optimize your blog for search engines when they contain keywords.
There are basically two things to consider when it comes to images: size and optimization.
Images add beauty to your blog, but they can also fill a huge space in your storage–space that you could use for more important files. Attaching a large file can slow down your site’s speed.
But, you want only the best for your readers. You don’t want them to experience slow speed and the like frustrations. Here’s what you can do:
- Reduce your image size height to around 500 before upload.
- Next, compress it using TinyJPG or other image compressors to reduce the number of pixels.
- Once done, you can download it back to your file and upload it to your blog.
When optimizing images, what’s important is that your image relates well to your content. You can add an Alt Text to help visually impaired visitors identify the image.
5. Be Creative with Words
What’s a blog without words? Not all online users may be avid readers, but words or text still matters. They point users to your message.
Words have power. They enable people to identify your voice, and pick up any emotion you express. This way, they give life to your brand’s personality.
With words, you can motivate, entertain, inform, and express other things to people. They can make or break your online identity.
The key is creativity. You can present your message in any way that works best. Think about how you can tell others about the amazing ideas you have. There are lots of digital writing techniques available, such as repetition and storytelling.
6. Structure and Style for Efficiency
It only takes few seconds to create a first good impression. The same applies to blogs.
As human beings, the readers’ perceptions are influenced by what they see. People are inherently visual individuals, and use the sense of sight to judge whether something is valuable or not.
How you structure and style your blog, influences your readers’ understanding. Here are some things you can do to ensure that your blog relays your message efficiently:
- Outline your thoughts first.
- Use headers to highlight key points.
- Check to see that the ideas you present align to your main topic.
- Be consistent with your blog structure to help readers become familiar.
- Develop your own voice that you can use in each post.
- Use transitions to connect thoughts.
- Avoid passive words.
- Be conversational in your approach. Remember, you are writing to fellow humans.
7. Reach Out with a Contact Information
How will people learn more about your brand? In every blog post you publish, it’s important that you provide readers with a way to connect with you.
You can provide social media links, phone number, email or any other means of reaching you. This way, you make yourself approachable whenever they need your help, avail of your unique offerings, or simply want to connect with you.
Bloggers are thought leaders.
You lead people with the thoughts you provide in your blogs. Bloggers don’t have to be someone already popular to be a leader. You write, you lead. It’s simple as that.
Because You’re a Leader…
You don’t want to lag behind competition.
With a blog, you can teach or inform people with what you know. You can motivate them or entertain them with your passions, too.
“Content is king, but distribution is queen.” -Gary Vaynerchuck
There are lots of ways that you can do to market your brand with a blog. However you write, quality is important. It means consistency in thought and credibility in words.
To be a better thought leader—to attract more readers to your blog, you need to maintain quality in each post. Regardless of how long your blog is, provide substance that people can rely on and revisit when necessary.
Once you have your blog post published, the next step is to distribute it. And, that’s what we will discuss in the next post for this series. Stay tuned!
What can you say about How to Market Your Brand with a Blog? Feel free to comment or suggest. We love hearing from you!