There are a variety of reasons why blogging fits positively into a marketing plan.

1. Firstly, blogging builds a community. Blogs and social media are high engagement mediums that allow for dialogue between an organisation and its audience. The fact they can comment and share their thoughts means they feel less like passive recipients of a marketing message, sales pitch or sermon.

2. Blog content is usually helpful and aimed at adding value for the audience, which helps to build loyalty through the ‘principle of reciprocity’ (because you do something for me, I feel compelled to do something for you in return).

3. A blog is a great way to create an impression. Your opinion can position you as a thought leader and help establish authority on your subject. People are drawn to organisation’s that demonstrate knowledge and competence.

4. Well organised and written blogs convey that the organisation cares about their audience enough to provide an important information resource.

5. Blogs are a great way to collect feedback or valuable market research. A blog can provide insights into the thinking, preferences and needs of your audience. Information could inform future strategies.

6. Data collected via registrations and subscriptions can be used for future marketing activities.

7. Another big plus for blogging is the contribution it makes to Search Engine Optimisation (SEO). Your blog posts provide valuable inbound links and keyword rich content that can boost search engine rankings and visibility.

8. Finally, a blog on a website that auto-feeds posts to social media marketing, such as Facebook, Twitter and LinkedIn, delivers fresh, interesting content to fans and followers and is a valuable source of referral traffic to websites

Melissa How is a Melbourne based Marketing Consultant specialising in Digital Marketing and Internet Marketing Strategies.

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