Blogs Are Back ??

Why Brands Need to Invest in Blogging Again

For a while, social media took centre stage, pushing blogs into the background. But now, blogs are making a strong comeback, and for good reason. With algorithm changes, organic reach has improved user feed experience, it just has not escaped the point of having to feel like a boost is required to get authentic good content in front of the people that have to see it the most. On platforms like Instagram and Facebook, brands need a space where they control the narrative, traffic, and audience engagement. That space? A well-optimized blog.

The Case for Blogs: Data-Driven Insights

• According to HubSpot, businesses that blog generate 55% more website visitors than those that don’t.
• DemandMetric reports that 70% of consumers prefer to learn about a company through articles rather than ads.
• Companies that prioritize blogging are 13x more likely to achieve a positive ROI on marketing efforts (Content Marketing Institute).
• Google’s algorithm favours fresh, high-quality content ~ blogs help websites maintain relevance and improve search rankings.

These stats reinforce why blogging should be a central pillar of any digital marketing strategy.

Understanding SEO: A Simple Breakdown

If you're new to SEO (Search Engine Optimization), think of it as a way to help created content appear on search engines like Google when people look for information related to the brand. SEO determines whether a blog piece shows up on the first page of search results or gets shadowed where no one will find it. Key SEO factors include:

• Keywords – Words and phrases people type into search engines to find content.
• Backlinks – Links from reputable websites pointing to the blog, signalling credibility.
• Content Quality – Informative, well-written, and relevant articles that keep visitors engaged.
• User Experience – A well-structured, mobile-friendly, and fast-loading website.

Optimizing a blog with the right SEO techniques will help the brand reach more people organically.

The Power of Keywords: Getting Found in a Crowded Market

Unlike fleeting social media posts, blog content remains discoverable for months, even years, when optimized correctly. Keywords play a crucial role in this process.

By researching and strategically placing relevant keywords within the blog content, brands can rank higher in search results, increasing visibility and attracting more organic traffic. This means potential customers finding content when they need it most, without relying on paid ads or social media algorithms.

Tools to Enhance Keyword Research & Optimization

To effectively utilize keywords, brands should leverage tools that provide insights into search trends and competition. Some of the top tools include:

• Google Keyword Planner – Identifies relevant keywords based on search volume and other market players.
• SEMrush – Offers in-depth keyword analysis, competition research, and SEO tracking.
• Yoast SEO (for WordPress users) – Helps optimize blog content for search engines with real-time keyword suggestions.

Using such tools, amongst others we can also explore, like; Ahrefs and Ubersuggest, brands can refine the content strategy by selecting the right keywords and optimizing usage based on searchability and competition.

How Google Ranks Blog Content

Google uses a complex algorithm to rank content, however, here are key factors influencing blog rankings:

• Relevance – Does the content match the user’s search intent?
• Freshness – Is the content up-to-date and regularly updated?
• Content Quality – Is the blog post well-written, informative, and free from errors?
• Backlinks – Does the content receive links from authoritative sites?
• Mobile-Friendliness – Is the blog optimized for mobile viewing?
• Page Speed – Does the blog load quickly without unnecessary delays?
• Engagement Metrics – Are users spending time reading the content, or are they bouncing away quickly?

By aligning the blog strategy with these ranking factors, we improve the chances of appearing higher in search results, driving consistent organic traffic to the site.

Blogs Build Authority & Trust: A Real-World Example

Case Study: Buffer’s Blog Success

Buffer, a social media scheduling tool, leveraged blogging as its primary marketing strategy. By consistently publishing in-depth, keyword-optimized content, they grew their blog to over 1.5 million monthly visitors. Their blog became a trusted resource in the industry, driving organic traffic and customer conversions without heavy reliance on paid advertising.

When customers search for solutions, they trust brands that provide insightful, well-researched content. A blog is a perfect platform to establish thought leadership by sharing expertise, industry trends, and valuable tips. Regularly publishing high-quality content positions a brand as a credible source, making it easier to convert visitors into loyal customers.

Longevity Over Virality

Social media thrives on trends, a blog content offers longevity. While a viral post may generate a spike in engagement, blogs provide a steady stream of traffic over time. Evergreen blog posts, those that remain relevant long after publication, continue to drive visitors to the site, reinforcing the brand’s presence and expertise.

The Foundation for Multi-Channel Content

A blog isn’t just a standalone asset; it’s the foundation for a strong content marketing strategy. One well-written blog post can be repurposed into social media posts, newsletters, video scripts, and even podcast topics. Instead of constantly searching for new content ideas, brands can leverage own blogs as a central hub for content creation.

The Takeaway: It’s Time to Bring Blogs Back ??

If the brand hasn’t been prioritizing blogging, now is the time to start. A well-maintained blog improves SEO, builds authority, and provides content that fuels the entire marketing strategy. In an era where digital real estate is constantly moving, owning a platform that drives organic traffic and nurtures audience relationships is invaluable.

Got questions or want to explore how to receive support on driving marketing strategies with blog content? Feel free to drop a comment below or send us a message to book a session ~ let’s get blogging ??

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