In our last post, we talked about other ways to use your blog for your marketing besides just blogging. In this post, we’ll take things a step further and go over additional roles your blog can play that can contribute to the overall success of your marketing.
A Testing Laboratory
Be careful not to bombard your blog subscribers (and readers) with too many posts that are too varied. Throwing tons of content at your audience to see what sticks isn’t the best option, however, you can use your blog to selectively test messaging and gain valuable data. Using analytics (and engagement), you can start to measure what topics your audience is most passionate about or interested in and use that information to craft smarter campaigns. You can even try A/B testing with certain types of content to serve up the same information in the same form while seeing which format works better. Test offers now and then (selectively, of course) to gauge how that offer might perform when promoted through multiple channels.
A Networking Powerhouse
Believe it or not, your blog is an extension of your overall networking ability. Use your blog to attract reputable people in the field and encourage them to contribute by writing guest posts or doing collaborative projects. Make a strong impression by offering content that has value and encourage discussion to up your engagement levels. The goal is to attract and to build a solid relationship, so try to connect with potential experts in your industry if you can to add to your blog’s overall credibility. Having a professional write on your blog can help add authority to it, plus it may also translate in more page views in the future.
Speaking of networking, your blog can also be a hub for you to connect your social media channels so that content can be cross promoted and traffic can be driven to those areas for additional engagement. Don’t be afraid to play with embeddable posts, social proof, and other tactics that harness the power of social media in the framework of your blog.
A Customer Service Channel
Create content that shows customers or clients how to use your product or service and you may be helping out your customer service teams. How-tos, demonstrations, reviews, and other important information about what you do and what you offer can mean reduced customer complaints (e.g. “I can’t figure out how to use this!” or “Why doesn’t this ever work?”) or questions, plus, it gives you a chance to showcase your expertise and add value to your overall brand. You’re showing you care by showing your cards. Be open, be responsive, and create content that helps answer your customer’s needs and questions.
Question: Can you think of other roles your blog can play?