Every brand should have a blog. There are no two ways about it. Without a blog, a website, however beautifully designed, is static, voice-less, and soon to feel stale. Furthermore, without a blog a brand is missing an opportunity to communicate with its website visitors on its own terms, an opportunity to inspire and engage them and to tell the brand's story as you want it told.
Before buying into a new brand, most visitors like to have a good browse to find out more about the story, the products, the ethos, and the people behind it. An affective brand will cover all these areas in the transactional website, the blog is then used for more conversational and personal content.
The frequency and dates of the posts are also something that consumers take note of. Consumers like relevant, update to date posts that show that the brand is responsive and engaging- if the last post was published 6 months ago, for example, it says a lot (and not just to visitors, but to Google too; more about this below).
Ensure your blog consistent in terms of appearance. Keep your imagery and tone of voice consistent.
An opportunity to engage on your terms
Most importantly, a blog is an opportunity to give your brand a voice. You can use it to capture the attention of both new and returning visitors. The focus here is to keep readers on your website, get them checking out your products, your recent events and signing up to your newsletter; encouraging them to stay on your website for a lengthy amount of time to explore.
Shout about your achievements!
Whether you’ve just been featured in a magazine, or a celebrity has been snapped with your product, it makes perfect sense to mention your achievements on your blog. If your proud of it, why not share it!?
Search ranks booster
Search engine spiders are regularly scouting the Internet for website updates, and when they find changes they interpret them as new and interesting changes that should be put ahead of old information from static websites. Furthermore, each blog post creates a new page, so your website as a whole is steadily and constantly growing. Better still, blog posts can be made more relevant with keywords, letting Google know that your site is even more relevant to those particular searches.Google is very sophisticated, and over time it will also determine from your regular blog posts on your products, business and industry that you are an authority in your field, another factor it uses to determine who is nearer the top of the search results.
So the benefits of having a blog are numerous. The ideal is to post regularly, with topics including company and product news (including achievements and promotions), industry developments and news (along with your opinions on them), promotions and sales, keyword-optimised posts, and anything else of general interest to your readers. Find a little time each week to write, and very soon you will not only get good at it, but start to enjoy it too.