The Role of Blogging in Content Marketing 

The role of blogging in content marketing is a topic that has been discussed by many but often not fully understood. Blogs provide a way to generate quality, engaging content for your brand while simultaneously building relationships with consumers. This post explores the importance of blogging and how you can use it as an effective component of your content marketing strategy.

Bloggers can create more original, compelling content than most marketers because they directly connect with their audience through their blogs and social media accounts. Content created on blogs typically generates higher engagement rates from readers than other digital assets such as images or videos. Blogging also allows you to diversify your advertising channels so that you’re not putting all your eggs in one basket when it comes to your paid campaigns.

Bloggers can produce content in real-time, which means it’s fresh and relevant when shared with their audience. A blog is also flexible in that you can publish new posts regularly or infrequently, depending on your needs. Your chosen publishing frequency is important because if your blog isn’t updated often enough, it will be seen as a stale source of information, and your audience may not return.

Turning a blogger’s social media following into brand advocates is another big draw for marketers to work with bloggers. Authentic relationships are built when you work with bloggers because they have an established connection with readers that marketers don’t typically have. The blogger-brand relationship fosters excellent word-of-mouth marketing that can exponentially expand your audience.

These are just a few of the benefits that blogging offers, but now let’s look at how you can use it as part of your content marketing strategy. It’s not always easy to get bloggers onboard with sponsored campaigns because they want their blog posts to be a good fit with their existing content and audience, so you need to consider this when pitching them. Larger, well-known bloggers are more likely to be open to working together because they have an established audience familiar with their blog’s voice and content topics.

Blogger outreach should also come after your content strategy has been mapped out and your editorial calendar is ready to be implemented. You can then identify the blogs that would be a good fit for each campaign and feature them in your content marketing plan.

To do blogger outreach, it’s best to start by identifying potential bloggers who share some of your interests and audience demographics so that you have a relevant basis for conversation. A successful blogger outreach campaign will build relationships with authentic bloggers who produce regular content that aligns with your brand.

By following this approach, you can easily incorporate blogging into your content marketing strategy and start benefiting from its many benefits. Bloggers offer an organic platform for promoting engaging advertising campaigns that authentically connect you to your audience.

What are the benefits of having a blog? 

  1. Bloggers can produce more original and compelling content than marketers:

Content created on blogs typically generates higher engagement rates from readers than other digital assets such as images or videos. Blogging also allows you to diversify your advertising channels so that you’re not putting all your eggs in one basket when it comes to your paid campaigns.

  1. Bloggers can produce content in real-time, which means it’s fresh and more relevant when shared with their audience:

A blog is also flexible in that you can publish new posts regularly or infrequently, depending on your needs. Your chosen publishing frequency is important because if your blog isn’t updated often enough, it will be seen as a stale source of information, and your audience may not return.

Turning a blogger’s social media following into brand advocates is another big draw for marketers to work with bloggers. Authentic relationships are built when you work with bloggers because they have an established connection with readers that marketers don’t typically have. The blogger-brand relationship fosters excellent word-of-mouth marketing that can exponentially expand your audience.

  1. Bloggers allow you to increase search engine rankings:

The blogging world is very interconnected, and bloggers often link their posts together, which can benefit your SEO because when one post links to another post on a different blog, it counts as a backlink for SEO purposes.

  1. Bloggers have a built-in audience:

Even if a blogger doesn’t have a huge following, they’re often more open to working with brands because they want their blog posts to be a good fit with the existing content and tone of voice already established on their site. This means you don’t need to do as much work to build the initial relationship.

  1. Bloggers are influencers because they have a loyal audience that trusts their recommendations:

Their readers often see bloggers as an authority in their industry, which is why advertisers want them on board with their campaigns. The blogger’s voice combined with brand messaging can significantly impact a reader because the blogger is in a position of influence over them.

  1. Bloggers provide insightful, specific, and original content:

In order for your advertising campaigns to be successful, you need effective unique selling propositions that give readers a reason to click through to your site from the blog post. Bloggers can help you craft those messages to increase conversions from your paid ads and provide a steady flow of engaging content for your business blog.

  1. Bloggers are natural partners because they want the same outcome as marketers:

Bloggers and advertisers share similar goals when it comes to their content marketing campaigns. They both want readers to click through to specific landing pages, opt-in for a free trial, or whatever is being offered on your site so that you can generate leads from those traffic sources.

  1. Bloggers are looking to collaborate with brands so they can earn money:

The blogging community is very supportive of one another, even though it’s an extremely competitive business. Bloggers often collaborate on sponsored posts that help them earn some cash and allow the brand to garner exposure on their site.

Identifying the benefits of working with bloggers when you consider that blogging is a source of fresh, relevant, and original content that doesn’t have to be created by marketers or outsourced. In addition, bloggers have a built-in audience that’s already engaged with their site, and they’re frequently converting this audience into brand advocates.

The benefits of having a blog within your content marketing strategy are undeniable. However, it’s important to keep in mind that blogging isn’t a one-size-fits-all approach, and not every blogger will be a good fit for your campaign. Authentic relationships are built when bloggers and brands work together because there’s no ulterior motive involved. You can’t make a blogger an instant brand advocate, but it will result in lasting business success when the relationship is built on trust and respect.

 

If you are looking for a Content Marketing Agency in Sydney, Helpline can help you scale heights.

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