Blogging isn’t just for opinionated writers with too much time on their hands. It’s for everyone, especially entrepreneurs who want to establish their personal brand.
Personal branding and blogging go hand-in-hand. Anyone who wants to create a successful personal brand must establish credibility, reach out to new clients, and build trust among their audience. A blog does all of these things and more.
Creating and maintaining a blog can be a lot of work, especially when you factor in SEO, keywords, content creation, and website construction. However, a well-written blog will pay for itself many times over thanks to increased lead retention and brand awareness. In the past few years, blogging has become one of the most valuable assets available to content marketers. It’s an essential tool perfect for the internet age.
Why is owning a blog so important for your brand? Here are just a few reasons:
As an entrepreneur, you’re an expert in your field. It doesn’t matter if you train dogs, draw pictures, or write articles. The important thing is that this domain is your expertise and that you know more about it than most other people.
Your expertise is the main reason clients want to work with you. But how can you prove your competence? Blogging is a great place to start.
Your blog is the perfect opportunity to showcase your knowledge on whichever subject interests you. You can prove to your clients that you’re the best person for the job because of your knowledge, skills, and expertise.
For example, take Carol Tice, the founder of Make a Living Writing. As an established six-figure freelance writer, Tice has made it big in a highly lucrative but competitive niche. Her blog talks about the tools and techniques she used to succeed, ranging from SEO optimization to finding higher-paying niches. Any amateur freelance writer can tell that Tice is the real deal and would happily do what they can to learn from her expertise.
Setting up a blog can cost both time and money. Website costs such as the domain name and hosting server can eat away at your budget. However, you can easily recoup those costs and then some when your website helps you win new customers.
Content market generates about three times as many leads per dollar spent compared to traditional marketing. Furthermore, companies with blogs generate 67% more leads per month compared to companies without blogs. That’s because creating engaging content helps your customers trust and learn about you.
For many companies, a blog is just one part of their overall marketing strategy. Its primary purpose is to attract customers and guide them towards a lead generation page.
However, a company’s blog is very different from a regular website. For example, Toggl Track’s website provides information about its browser extension and how someone can download and use it. It’s essential information for anyone who wants to learn more about its services, but it’s not the kind of content that your average person wants to read.
On the other hand, the company’s blog has useful information related to productivity, working, recruitment, and small business. This is the kind of information that people find organically through Google searches. Since the company’s target audience consists of small business owners and other professionals, their blog creates content that appeals to that crowd. People who read those articles may be more inclined to use the software after discovering it from its blog.
Just maintaining a well-written blog can increase your visitor count by 55%, so what do you have to lose?
People love reading content. Platforms like Medium and Tumblr have made blogging more accessible for everyone and allow users to find and consume content that specifically appeals to them. Are you into vegan recipes, heavy metal music, or trading card games? Good news! There are several blogs out there that provide relevant content for you.
Most consumers don’t go out of their way looking for companies to purchase from. Instead, they often stumble across them organically and then learn about their services and products.
For example, Mint is one of the most popular financial apps that track a person’s net worth and manage their budget. While many people are concerned with personal finance, they’ve probably never realized how much an app could help them. That’s where the blog comes in.
Mint’s blog is aimed at people who want to learn more about personal finance. It contains advice on everything from tracking financial goals to moving up in your career. Each article contains helpful advice and ends with a call-to-action that urges the reader to download the app.
By providing high-quality content, Mint attracts new customers while giving useful financial advice. It’s a win-win for everyone involved.
SEO rankings are one of the most challenging things for any company to master. Getting your page to the top of a Google search is often paramount to success, but the space is intensely competitive as you’ll have to fight against thousands of other rival websites.
Luckily, blogs can give your website a 434% increased chance of ranking higher in search engine results and increase backlinks by 97%. Websites gain domain authority when others share their content or link back to their pages. Blogs are the perfect tool for this as their content is meant to be easily digestible and shared across the internet.
Helps Build an Email List
Email marketing is one of the oldest strategies in the online entrepreneur playbook. Nearly every website has a digital newsletter tailored for its loyal readers. It’s by far one of the most cost-efficient and effective engagement strategies one can use.
However, building a reliable mailing list is no easy feat. Most people aren’t willing to give away their email addresses to just anyone, especially when spam and scam mail are prevalent. You have to build trust with your customer if you want them to give out their email address.
This is where your blog can help. Most blogs encourage readers to sign up for their newsletter to gain access to new and exciting content. It proves that you’re not just anyone -- you’re an established expert in your field, and you have content that your reader can’t wait to consume.
A 2019 study from The Direct Marketing Association found that every $1 spent on e-mail marketing leads to a $42 return, on average. Once you build your loyal customer base, your mailing list can help do the rest of the marketing work for you.
Building and maintaining a blog is no easy feat. It takes a lot of knowledge regarding website and content creation. You should probably brush up on SEO and keyword optimization topics, which can be challenging to master.
However, blogging is a highly lucrative and effective form of marketing despite all the barriers to entry. It can become your brand’s best friend and even provide extra income once you start running advertisements.
Remember that it’s not enough to merely own a blog and expect people to discover you overnight. It’s a long process of writing, editing, and optimizing. However, your efforts will be rewarded after you put in the work.
Want to learn more about branding? Check out our Personal Branding Strategy Playbook for tips and tricks.
Article by Patrick W. Dunne
Jimmy Stars World
I host the Jimmy Star Show With Ron Russell, the #1 Webshow (tv/radio) in the world with 4 million weekly viewers, as well as hosting the new television show Backstage with Jimmy Star, am a best selling author/ journalist with one of the top pop culture blogs in the world www.jimmystarsworld.com as well as being a PR/Social Media Guru.