Blog marketing is considered the success factor par excellence for online marketing. Thus, the term refers to the monetization of a blog – for example, through SEO and the placement of advertising. Since informative, advisory and entertaining blog content inspires users and wins their trust, blog marketing is also considered an important channel and effective tool for content marketing. Contributions to products and brands in your own or other people’s blogs can help them to break through and become known. A well-prepared blog helps a company increase its brand value
Achieve marketing goals with blogging
Bloggers use Google AdSense and other affiliate programs to earn money through ads. Systems such as Google AdSense use targeting: ads are specifically tailored to users’ interests. Bloggers who use Google AdSense therefore hardly have to worry about the content, but only about the size and positioning of the ads – and about SEO, so that as many visitors as possible come to the blog and click on the ads. It turns out that “overloading” a blog has a negative effect on readers who value relevant content – even if the content itself is high-quality. The principle of “less is more” applies here. For ads to be successful, it’s more about clever placement than quantity.
However, because the use of affiliate programs such as Google AdSense and the possibility of earning money online with them is not limited to blogs, the term blog marketing is usually used for advertising with the help of blog posts.
Using blogs for marketing campaigns
Blog marketing uses the specific possibilities of a blog for advertising, SEO, PR and strengthening online reputation:. This can be done in your own blogs, but also by specifically commissioning other bloggers.
Example: Company U launches a new toy. Blogger B runs a well-known blog about toys. U (or an agency) commissions B to write a post about the new product. The article is published and receives a lot of attention, and is commented on, linked to and recommended in social media portals.
In the overall information landscape, blog articles are becoming increasingly important. Publications in blogs are also launched through social media effects and thus have a positive impact on your SEO. A major advantage of blog marketing is that this tool has a long-term effect compared to conventional advertising. Because once an article is published, it and the links to it remain for a long time.
Great blog marketing campaigns work with individually created content for well-known blogs relevant to the topic. Bloggers are usually highly trusted by their readers. Authentic posts that are about a specific product or brand are read, shared, commented on, and redistributed. The high credibility of influencers is an effective lever for attention in the online world. Because this is how brands and products become known. Today, there are already many agencies that specifically use blogs for corporate PR or provide existing blogs with attractive content.
Blog marketing and social media
Blog marketing is a special form of viral marketing used in advertising and PR. Viral marketing relies on the spread of content, mainly on social media. This content is ultimately the carrier of advertising messages. Example: A recognized influencer for the topic of design posts a contribution online that deals with a particular brand. The content spreads very quickly on the web, for example via Facebook and Twitter. The desired result is above all attention: people talk about the brand.
A successful blog has good connections to social media such as Facebook, Twitter or YouTube. This includes not only Like or Share buttons on the website. The blogger himself shows presence in social networks and forms networks with other bloggers. This creates high synergy effects.
Blog marketing with high-quality content
Productive blog marketing relies on posts that invite people to read them. Professional texts that meet the goals of blog marketing are memorable, pictorial, interesting and thought-provoking. At the same time, they never lose focus – that is, the topic around which the post revolves. This is what good content for a blog looks like:
- The topic of the post is immediately recognizable.
- The article delivers content that is relevant to the target group.
- The content is unique.
In a blog, the advertising language that is widespread in online marketing is dispensed with. Blog marketing relies on indirect marketing with a focus on exclusive information. Those who gain expert status in a particular field with a high-quality blog achieve a good position in the long term.
The effort required to create online content is often underestimated. Professional writers are hired for texts with journalistic quality that are optimized from an SEO point of view. It is an open secret that some bloggers only provide the content, topics and objectives. The texts themselves are partly written externally. Anyone who wants to have content created for their blog should, above all, precisely define the goals of the respective post and write a clear, unambiguous brief.
Blog marketing and SEO
SEO is also important in blog marketing. Here, the focus is on onpage SEO. Onpage SEO refers to search engine optimization measures on the page itself. In addition to good content, bloggers should pay attention to design, a well thought-out navigation, but also to good images. After all, the visual appearance also counts as content in this sense. For example, many visitors arrive at a blog via the Google image search. Own, unique images have a clear advantage over stock photos.
Professional SEO ensures good findability in search engines and thus more visitors who search specifically for relevant keywords. For successful SEO in blog marketing, it is therefore important to find out the most common keywords that the target group searches for. Tools such as Google Trends or ahrefs are helpful for this. Additional attention is achieved by spreading the word via social media (YouTube, Facebook, Twitter). Here, however, it is important not to post identical content, otherwise there is a risk that Google will evaluate a post as duplicate content.
Good content also counts for Google and SEO. Google measures the time users spend on a blog. If a visitor immediately returns to SERP, the results list, this is considered a negative signal by Google. The user has not found the content he was looking for. So this is an indication that the blog post is not relevant for the keyword. If the user stays online longer, this fact shows the quality of the content in relation to the search term.
Corporate blogs are used by companies for internal purposes, but also as a tool in online marketing. Here, too, the focus is on high-quality content that offers customers added value. Corporate blogs publish content that the company’s target group is interested in. Their flexibility and constant renewal make them more up-to-date than static business pages. High-demand content increases reach by reaching out to influencers and multipliers who spread the content further. Ideally, the blog itself becomes a brand. For example, a blog is suitable for a company to outsource individual areas such as
- The online presentation of events or products,
- customer magazines,
- internal communication channels for trainees (beyond Facebook) or prospects to new jobs,
In addition to a corporate blog, there is usually also a company website and social media channels on Facebook, Twitter or LinkedIn. These need to be coordinated.
Conclusion: Blogs as a window to the company
Blog marketing in the age of Web 2.0 and social media requires a willingness to open up – both in the B2B and B2C sectors. This is also evident on social media portals used by companies for their PR. Today, no company can close itself off with its content. Customers expect a high degree of transparency. Openness is therefore a decisive criterion for successful blog marketing.
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