If you’re still wondering what a blog is for, this article shows you how it can help you optimize your company’s marketing and sales. Check it out!
Ivan de Souza
May 11, 21 | 9 min read
blog strategy
Reading time: 7 minutes
Nowadays, it is very common to turn to Google when we ne to search for some information. And even more common that, among the results, we find various blogs whose posts do not inform everything we were looking for. But, when it comes to business, if you already have a blog (whether on WordPress or not), a question arises: what is the use of a blog in a marketing and sales strategy?
After all, blogs are virtual spaces us to publish articles. Even though this generates relevance and authority for the writer, companies do not survive on well-written texts alone, right?
Well, actually, blogs have become increasingly stronger channels for achieving business results, as long as they are us strategically .
And to help you understand how to do that
we decid to produce this article. So, continue reading to better understand what a blog is, how it should be us in marketing and sales actions, and also how you can create one today.
But, in the end, what is a blog? What is a blog for?
How can a blog be us in a marketing strategy?
How can a blog be us in a sales strategy?
Stage: Create a results-focus blog
But, in the end, what is a blog? What is a blog for?
There was a time when blogs were personal list of liechtenstein consumer email channels that people us to talk about their lives and other private matters. But it is clear that today that panorama has chang.
A blog is a digital tool us by companies to attract their ideal audience and generate engagement with the aim of obtaining more business opportunities . Contrary to what some believe, a corporate blog is different from a website , as their proposals are different, as you will see below.
What is the difference between a website and a blog?
The website is the main channel of your Digital Marketing strategy . After all, it contains the most important information about your business, such as:
who we are;
products and services;
work with us;
contact;
among other points.
On the other hand, the blog is aim at generating content that deals mostly with issues relat to your sector of activity . One mistake that some companies make when they start developing Content Marketing without proper guidance is to create blog posts that only talk about their products and services.
But companies ne to talk exclusively about their offerings on their channels to attract audiences and thus do more business, right? Not when it comes to blogs, at least.
But then, what kind of content should be publish on a blog
Within a content strategy , blog articles should mostly be aim at informing and ucating the public according to the stages of the purchasing journey outlin by your buyer persona.
A buyer persona is a semi-fictional character that represents your ideal customer. And to reach your company, they go through a purchasing journey represent by the sales funnel , which is made up of 3 stages:
Top of the funnel : The moment when the buyer persona discovers that they have a problem.
Middle of the funnel : Here, the buyer persona is looking for ways to solve it.
Bottom of the funnel : At the end, the buyer persona discovers who can solve their problem.
Right, but what does that have to do with content production? Well, following the Pareto Chart, 80% of your content should be dicat to the top and middle of the funnel and 20% to the bottom.
To make this concept clearer, let’s look at steps to create an ecommerce view on instagram examples of topics corresponding to each stage of the funnel.
On the one hand, let’s say a travel agency has a blog and wants to use it to attract more clients. On the other hand, your buyer persona likes to travel and is considering taking a family vacation. Then, your content can follow this line:
Top of the funnel : “Discover the benefits of taking a family trip.”
Middle of the funnel : “7 tips for a perfect trip with your family.”
Bottom of the funnel : “Discover our promotions for family trips.”
As you can see, the first topic is direct at the problem that the person has at the top of the funnel, the second, at the tips they are looking for in the middle, and the third, to learn more about who can solve their problem at the bottom of the funnel.
So, yes, you can talk about your company, but in a agb directory measur way and at the right time. Next, we will discuss how each type of content is us strategically.