Blogging is a powerful vehicle for voicing one’s opinion and establishing a collaborative author-reader relationship. In addition, as a professional side endeavor in a digital 21st century, blogging is not only a passionate personal endeavor on the side that creates professional brand potential. This chapter will discuss why blogging is relevant, how it creates brand awareness, and what the reader can do to ensure their blog stands out amongst thousands of other entrepreneurs on the web.

Blogging is a vital aspect of content marketing that provides guaranteed extra exposure for a brand. A blog serves as a continuous content creation forum when people are searching for it across all industries. For instance, a blog is one of those things online that facilitates search engine optimization. The more a search engine—say, Google—recognizes that your page has ongoing blogs, the more it understands what your company is about. If commonly searched buzzwords such as “digital marketing,” “SEO,” and “content marketing” populate your blog on a digital marketing company’s website, the better chance others will find your site.

A blog establishes your brand as an industry authority. When you provide suggestions and relevant information in your niche, it helps you gain credibility with your readership. Therefore, the more they’ll select your brand when they require your product or service. In the end, blogging is more than the opportunity to have an authoritative position and a springboard for new ideas—it’s about being the dedicated resource to which people will want to return.

Ultimately, companies aren’t doing anything for the sake of altruism—they want people to buy their products in the end. Therefore, a blog is beneficial—especially one that incorporates contemporary buzzwords. Acronyms like “brand awareness,” “customer engagement,” and “online marketing” will ensure that the blog is more searchable. If a blog can help someone’s Google search land on page one in relation to your product, it’ll inadvertently bring people to your door.

Another way the blog makes the brand accessible is that you get to tell your story. Every brand has a story. From the startup’s simplicity to successes and failures later on, a blog is the best marketing tool when you let the story get out there for everyone to hear. It’s more than informational—it’s an appeal to humanity in such a way that people are more likely to trust you that much more.

Successful blogs are dependent upon successful writing and successful reading. A ninth-grade reading level means easily comprehensible. They shouldn’t have to fight through your prose to understand what you’re saying—it will drive them off your page or make them hesitant to comment. You need clear yet uncomplicated prose with compelling yet easily findable promises.

Another way to ensure an organic voice is through storytelling. If you use appropriate anecdotes and relevant examples, the overwhelmingly pleasant tone suggests that you’re talking to a person who knows you, not a blank, faceless white paper. Well-toned pieces are easier to understand and read for pleasure.
SEO is a huge part of the modern online world and blogging helps with it. For instance, in this article, every time I write “blogging tips,” “SEO strategies,” and “trends in digital marketing,” the search engine’s .com domain will connect me to credibility and reliability on such topics. Such a boost not only guarantees my positioning higher on search engines, but it also makes it easier to find.

Digital marketing is all about online visibility, so having a blog ensures you’ll be found. Furthermore, when you share blog entries across social media, you’re furthering your exposure. Blogging and social media marketing are connected—wherever you have a following that you can access on social media, you will have a following on your blog that will want to spread the word about your creations. Therefore, blogging and social media marketing create a reciprocity of posts and exposure that ultimately fosters engagement and boosts your brand.

An accumulated trust factor with your audience over time. Readers appreciate a professional-looking blog that appears updated and cared for. When they appreciate that your site has been updated and cared for—it provides them with ongoing resources and information—they begin to trust you as an expert

—which is critical for anyone trying to sell a good or service.

In addition, quality content creates engagement. Provide your users with a comment section and a way to reply, propose, and ask. Acknowledge that engagement—in a polite and educational fashion—builds an empire. An empire that grows through word of mouth for your business and eventual positive or negative feedback to improve what you have.

One easy way to maintain a keyword-rich blog is by watching digital marketing trends. For example, write a blog about “influencer marketing,” “mobile optimization,” and “video content” because people are searching for these things. As brands shift to more multi-channel opportunities, journalists and brands seek information about these three ideas. Blogging about them not only makes your blog more accessible and relevant in the now but also allows search engines to better and faster categorize your blog to be accessible to interested parties online.

Ultimately, blogging is a critical component of branding and marketing. It improves SEO and digital marketing efforts, increases authority, creates a relationship with potential clients and consumers, and crafts a narrative. As long as someone knows how to write—persuasive, accessible copy sprinkled with popular, trending keywords—the blog will be found by the masses and appreciated by all.

When it comes to blogging, you’re not just a writer. You’re a passionate individual who truly cares about your message being conveyed to the world. That’s why, whether you operate a one-woman show or a multimillion dollar corporation, one little adjustment to your blogging habits can transform everything to boost your web visibility and gain your marketing intentions. So stop waiting and start typing!