5 Reasons why blogging is an important marketing strategy
January 12, 2020 4:11 pm
A blog is a section on your website where you add posts regularly.
Your blog posts are typically long-form content which should educate and/or inspire your target audience. It’s online content you control and it should be an important part of your marketing strategy.
We all love reading about tourism and hospitality content. I mean who doesn’t love researching an upcoming holiday, reading about the latest coffee trends or planning a foodie road trip? When you have a tourism or hospitality business, you are in the perfect industry to get really creative with online content and obtain big results from it.
So why should you put the time and effort into blogging on your website? Here are just a few of the reasons why we love helping our clients with blogging:
It drives traffic to your website
Websites are expensive! We all know that they cost a fair sum to create and then there’s the ongoing maintenance, hosting and marketing costs. Therefore you want to make sure you get the most out of it. Unfortunately by just building it, it doesn’t mean people will come.
Blogging is a great way to keep your website fresh and updated. By creating blog posts, you are creating more touchpoints for your brand. You’ll be able to attract more people from search engines, social media and through your email newsletters.
Tip: Use Google Analytics to see how many people view your blog posts and if you have goal tracking set up, you can also see how many people read your blog posts and then go onto convert. We find the Behaviour > Site Content > Landing Pages report great for reviewing the website traffic coming to our blog posts.
It provides social media and e-newsletter content
Blogging doesn’t only benefit your website strategy, but your entire digital marketing strategy. Once you have created a new blog post, you will then need to promote it. You can do this through your social media channels and email newsletters. And just like that you have fresh content for numerous online channels.
Tip: When sharing your content on social media, don’t forget to use hashtags to attract new eyes to your content. Alongside this, if you mention, quote or link to another brand on social media, why not tag them in your caption when you share the link to your new blog post – they may decide to share it with their audience too.
It’s great for SEO
Blogging is such a powerful SEO strategy because Google loves fresh content. The key to making blogging work well for your SEO strategy is to get good at keyword research. If you are blogging about popular topics that people are actually searching for, and writing great unique content around these topics, you have a winning formula.
Your blog will also help encourage people to stay on your website longer. If you have a good internal linking strategy and plenty of appealing content, then people will probably want to hang around longer. And the longer they stay, the more brand awareness you’re getting.
Alongside this, if your content is super useful, unique and interesting, you may find other websites will link to you and mention your content. Backlinks (links pointing to your website from other websites) are an important part of your SEO strategy. Your backlinks should be as natural as possible and from relevant and quality sources.
Tip: Sometimes the biggest struggle when it comes to blogging is coming up with ideas. Do a brainstorming session with your team and think about topics customers regularly ask about, ask your social media audience what they’d like to read about, try websites like Answer The Public or simply Google a topic and check out what Google lists in the ‘People Also Ask’ and ‘Searches Related to’ sections.
It shows you are an expert in your field
By blogging about a wide variety of topics related to your industry, it shows that you know your stuff. Your audience will trust you sooner if you are an expert in your field. Then when it comes to the time that they are looking to use your services, book through you, visit your locations or convert in someway, there’s a high chance they’ll go with you because you are continually giving them reasons to trust in your brand.
Tip: Don’t be afraid to use a sidebar in your blog section, you could highlight your About page (a page which all websites should have) alongside other important sections on your website or display your industry awards/recognitions to further ingrain trust in your brand.
It can bring you short and long-term results
With blogging you can reap both short and long-term benefits. The short being that you have plenty of content to share on social media, through email newsletters and via various other means as soon as your post is published. The long being that your content is easy to find, especially if optimised well, through search engines, internal links on your website and links from other websites for as long as your content remains useful to people.
Tip: Investing in evergreen content is a great way to reap the long-term rewards of blogging. This type of content is relevant all the time/regularly, rather than just a once-off. However it’s important if you are creating evergreen content that you keep it up to date to get the most out of it. E.g. if you have a list of the ‘Top Dog Parks in Perth’, then you should add to this list if a new one opens up or if one closes.
To sum up…
When done well, blogging can be a super profitable marketing strategy for your tourism or hospitality brand. Even for experts, it takes a bit of trial and error to work out what best resonates and holds your audience’s interest. So don’t be shy to try things.
To get your inspiration flowing, here are some West Australian brands who have a solid blogging strategy in plan right now: