Brand building – why blogs boost your business

We all know we’re on Google’s online playing field, and it’s a tough game. So how do you stand out against the other teams? One answer is: brand building. 

Blogging is generally accepted as an important part of marketing strategy. But it can be difficult to find time to prioritise a marketing activity that has no easy way to prove ROI.   

If you’re under pressure to show a return on your marketing investment, you might prioritise paying for ads, thinking this will give you solid metrics to assess. However, it’s a quick bite. The real investment is in brand building. Why? In this blog we’re going to outline the benefits of brand building, with an insight into how blogs boost your business.  

Brand building can be difficult, but you’ve got to go beyond counting clicks and followers – and focus on making sure the brand is known.  

Let’s explore why blogging is not just an expenditure but a strategic investment that yields substantial returns for businesses. 

The Long and the Short of it  

If you haven’t read The Long and the Short of it, it’s a great place to understand why brand building is so important.  

The most important word in The Long and the Short of It is ‘and’. You need both long-term brand building to set up growth, and short-term activation to convert it and channel it into money. After studying many, many, many companies, the findings are that brands do better when they concentrate on both short and long-term tactics.  

“Let’s allow the global teams to take the 60% and spend it on multiyear, emotional, mass brand building. And let’s spread the remaining 40% of the budget across the country teams.” 

And one of the best ways to build your brand is through blogs. 

Why are blogs a good short-term tactic? 

Enhance website traffic and visibility  

It’s estimated that there is over, 600 million blogs online and, in the US, internet users spend three times more time on blogs than they do on email – viewing over 20 million blog pages each month.  

At the heart of blogging’s often intangible ROI lies its ability to drive organic traffic to your website. Each well-crafted blog serves as a gateway for potential customers to discover your brand through search engines, social media shares and referrals.  

Through keywords and key topics, you will increase your website’s visibility in search engine result pages (SERP’s), attracting traffic from users seeking information related to your industry.  

Generating leads and conversations  

Blogs serve as a powerful lead generation tool – they nurture prospects through the sales funnel and convert them into loyal customers.  

By incorporating compelling calls-to-action (CTA’s) within your blogs, such as inviting readers to subscribe to your newsletter, download resources, or explore products and services, you gain interest and further engagement with your brand.  

Long-term value and sustainability  

Unlike traditional advertising campaigns with finite lifespans, blogs offer a value that accrues over time. They lay a foundation for sustained growth, and unlike click-bait adds, don’t lose value as time goes on.  

Establishing your expertise 

You can use blogs to show off your professional expertise whether you’re a one-person business or a multi-national. They give you a platform to share opinions, insight and genuine thought leadership on the issues that matter to your audiences.  

Doing that can also help potential customers and clients understand your approach, adding another touchpoint in their customer journey and bringing them one step closer to becoming a qualified lead when they choose to enquire. If you put people off with your approach – great! They wouldn’t have been good customers for you, so better they drop out of the sales funnel without having used up the resource of fielding an enquiry.  

But where is the evidence? 

Okay, okay, we’re all talk and no data, right? Wrong.  

Niel Patel is a leading marketing expert, and in his work discussing marketing funnels (on his blog), he says that providing valuable content such as blogs on your website is one of the leading ways to get people onto your website.   

What happens once they’re on your website? Well, they’ll hopefully become future clients – that’s the point.  

HubSpot’s 2024 State of Inbound Report shared that “In 2024, personalization is more important than ever” with Facebook being the number one marketing platform – so make sure to share your blogs on there. The Fortify brand investment report suggests that 90% of CMOs are investing in brand-building 2023, with 88% of CMOs saying that investing in brand-building is key to building a resilient brand during economic uncertainty.  

So, what’s holding you back? Not only do blogs save you time, but they also benefit your business by helping establish you as an expert.  

Get blogs off your to-do list and onto your website. We can create expert blogs, demonstrating your expertise, crafted in your tone of voice with your most important customers and prospects in mind.  

Get in touch today, or connect with the team on LinkedIn.