When asked if blogging is essential to a PR campaign, the simple answer is yes. But that is only relevant when a brand truly appreciates the full potential of owned content.
By nature, the blog is a versatile tool. A brand or business can leverage owned content and its limitless possibilities, not least addressing so many topics. For a company to experience the benefits that this content can deliver, a strategic and purposeful approach must be taken.
And so, that is why we have shared a blog about blogging!
First and foremost, blogs are arguably the most read and updated asset on a website. They can and should encapsulate everything about a brand or business. This should cover who they are, what they do and how they get it done.
This content will act as a shop window on the high street. When visitors read these posts, they should be enticed and interested. The idea is that they want to know and see more.
Whether this is about employee wellbeing, new product or service launches, case studies or thought leadership pieces, the humble blog can be leveraged to communicate a specific or topical issue. This is a really useful tool when trying to build more robust communications with existing customers, whilst also trying to approach new business prospects.
In reality, the chosen subjects can be used in anyway the author wishes. As expert communicators, we believe that this opportunity and versatility provides brands and businesses with the opportunity to establish and enhance their identity.
Unfortunately, creating content can be overlooked and undervalued by businesses. This is mainly because so much content is being pushed out, but perhaps for the wrong reasons.
Blogs in particular are often used as mundane devices. They become a box ticking exercise, instead of serving a meaningful purpose.
Owned content should form part of a wider communications strategy. Each one should have a clear, defined objective that is geared towards supporting a wider business goal. They need to deliver value.
For instance, an effective way to communicate critical information to vertical markets can be done through a blog post. To do this, the post must focus on something relevant and topical to those particular industries.
Any potential reader should be given a reason to click the link, and then be informed or engaged whilst digesting the content.
Whether a company is looking to attract new talent and expand its workforce or launch new products and services, implementing value-led content through a blog can support with this.
This same approach also applies when creating thought leadership articles. To be positioned as leading experts, brands and businesses must demonstrate their own capability and credibility within their field. This is when a blog entry can help showcase an individual’s specialisms by offering commentary on a topical issue or providing expert advice and insight.
Yes, creating blogs does provide further avenues for businesses and brands to promote themselves. However, this will only be beneficial if blogs are read by new and larger audiences.
The more people reading a blog, the more traffic a website generates. This then results in a potentially higher conversion rate of new businesses. To get the most out of the blogs, businesses and brands must leverage their social media channels.
Once a blog has been uploaded to a website, put the content to work! Create an ongoing schedule of social activity that sees a blog shared incrementally on LinkedIn and Twitter.
With an aim of generating as much engagement as possible, we would advise each post has an alluring statement along with a visual and corresponding link directing back to the website.
As the frequency of blogs rises, so too will the number of social posts. As the followers of a business become accustomed to receiving blog updates through social media, a brand can expect its audience to increase.
Once a brand creates a community, they have an active and engaged audience to communicate with. This is a really valuable asset for businesses of all sizes.
In time, if content of value is continually delivered through blogs, it can become a very meaningful resource. This is exactly what the purpose of a blog should be. It informs, educates and advises, whilst helping attract and engage with wider audiences.
If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on email@example.com or call 01924 862477.