Bite-Sized Digital Advertising Series: Why Blogs are Important for Your Site

Welcome to our Bite-Sized Digital Advertising Series!

Have you ever heard of the phrase “content is king”, in relation to digital marketing? If you have, then you’re probably wondering what kind of content is being referred to, and how it relates to digital advertising. Certainly, good content is in and of itself interesting – but how does it help with promoting your business’s products or services?

That’s our topic today.

What kind of content is used in digital marketing?

To be frank: almost everything you see or engage in on a website is content. The dropdown menu of a fast food chain’s website? That’s content. The front page graphics of a coffee shop’s website? That’s content. The guest blogs of an industry-specific website? That’s prime content real estate.

In advertising, content can be categorized in various ways. However, for the purposes of this article, we’ll be focusing on one specific type of content: blog content.

Why are blogs important?

There are three key reasons why blogs are highly useful for marketing purposes.

The first reason is exposure. Because blogs can be spun any which way to fit a chosen topic, it can be used as a marketing strategy to promote products or services in a subtle or “soft” way. Soft advertising is preferable to a considerable portion of internet users, who don’t enjoy aggressive marketing tactics like pop-up ads and website banner ads.

For soft advertising to be effective, it must have organic-seeming content, and blog articles are perfect for this purpose. Blogs can provide desired information about products in an educational or entertaining way, which can be enjoyed by the demographic the advertiser is targeting.

The second reason is SEO, or search engine optimization. Blogs are, by nature, text-based with optional graphics included. Because blogs are text-based, searchable keywords can be inserted throughout the article. The use of keywords can greatly help a website’s ranking and visibility on search engines, which can lead to organic website traffic, in turn leading to better chances of customers purchasing products or subscribing to services.

The third reason is user engagement. Similar to the first two reasons, user engagement is a factor that search engines look into when determining a website’s relevance to a search.

For example, a car service website that has a lot of user engagements indicate to search engines that the website is relevant to certain search terms or keywords related to car services, which in turn makes the website a reliable source. The more reliable a website is, the better its chances of ranking high on search engine results.

To this end, blog posts encourage engagement through user comments, blog subscriptions, and depending on the publishing platform used, user-generated reactions like “likes” and bookmarks.

What does this mean for marketing?

What this means for digital marketing is that blog content, when done properly, can help improve a website’s search ranking organically. This means that an advertiser can focus on campaigns that utilize the website more, lowering advertising costs spent on outsourced campaigns like PPC ads, as well as promote their products or services through organically developed user relationships.

The happier the users of a website are, the better the chances of their product or service patronage, which in turn raises the chances of sales conversions.

In summary, if you’re looking for a way to improve your website’s metrics in a less technical manner that also doesn’t cost a considerable budget, blog articles is one tried-and-tested way to do it. With a little fine-tuning, blogging can even be an advertising campaign in and of itself.

Consider blogs for your marketing strategies today!