by Team Yakkety Yak January 10, 2018
It’s 2018, and our attention spans seem to barely span the length of a Snapchat. So it’s easy to assume that social media has eclipsed traditional blogging — but that’s a mistake that could cost you valuable traffic, engagement and SEO value. While the approach has changed, blogging has never been more important. According to AdWeek, 81% of shoppers conduct online research before making a purchase, and 61% will read product review before clicking “checkout.” When it comes to closing a sale, a full length blog packs way more punch than a Tweet or an Instagram post. Allow us to explain.
Google sees more than 3.5 billion queries a day from an army of consumers looking for guidance from experts and solutions to their problems — but few venture beyond the first few pages of results. So how do you crack the first page for your desired search term? Blogging. Every time you write a post, you add another indexed page to your website. Search engines are smart and respond well to pages that are updated consistently. That’s how you travel further up their list of results.
Blog content can also enrich your usual social media timelines with valuable content produced by your brand. If you post one new blog a week, that’s one less social media post you need to worry about. Once you’ve built a healthy backlog of blog content, you can use pull from the archives for links that bring visitors back to your site. If you’ve already built a steady following across your social networks, blogging consistently a great way to move them further along your sales funnel.
Today’s blogs can provide a home for multimedia pieces to tell stories in the most complete, compelling way. Unrestrained by character limits or photo resolution caps, blogs can deliver richer, more instructive content that forges an emotional connection with the reader. While social media ads are vying for simple, seconds-long impressions, blogs offer a higher chance of conversions by helping you establishing your brand as an industry authority with complete creative control over your voice.
No matter how detailed your website is, people will always have questions about your products or services. If a visitor has to leave your website to research your product, there’s no guarantee they’ll come back. Your blog can be their one-stop shop for answers. There, visitors can learn more, engage with your brand, and quickly decide that you’re the one with the best solution to their problem. On the flipside, Instagram doesn’t even support links. One #SponsoredPost in a sea of many won’t matter as much to social media viewers who logged on to see pictures from their friends.
Blogging builds a personal relationship between your brand and it’s audience, and people are more likely to share information with a brand they trust. Visitors are more likely to download your white papers or sign up for your email list if they know they can use your content to solve their problems. That’s where empowered leads begin.
Blogging works, but only if it’s consistent. At Yakkety Yak, we combine cutting-edge marketing with traditional content pieces to deliver an authentic message that won’t get lost in a sea of sponsored content. Contact us today to see how we can make it work for your business.