Content marketing remains a strong digital marketing tool for businesses to utilize; one of the most effective forms of content marketing is a business’s blog. This tool is great for inbound marketing and lead generation, yet only if it aligns with the brand’s identity. In an effort to explain, let’s examine 3 ways business blogs develop brand identity.

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Blogs Promote an Active Brand Voice:

The business blog is essentially the brand’s voice, which means the content will define and shape the brand’s identity. Posting blogs regularly promotes an active brand voice that audiences will begin to identify and associate with the brand’s value (products, services, style, vision, etc.).

Promote is the right word too, as these stats from blogging.org and HubSpot show:

(blogging.org)

“Websites with a blog have over 434% more indexed pages.

…The average company that blogs gets 97% more inbound links

…45% of marketers say that blogging is an important part of their ad strategy.”

(HubSpot)

“53% of marketers say blog content creation is their top inbound marketing priority.

…47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

…Companies that publish 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts.”

Businesses can use their blog to speak to their audience with a consistent brand voice, while the UX/UI are optimized to align with the brand’s identity. Shaping the brand’s voice with content marketing through the business’s blog is key for developing brand identity.

Blogs Provide an Example of Brand Value:

A business’s blog says a lot about their services and products, at least, that’s what their visitors will think. Blogs won’t be effective if they don’t offer value to the reader, just as businesses won’t be effective if they don’t offer a valuable service or product. The key here is to match the value of the business’s service and products to the business’s blog.

In other words, blog visitors should experience a taste of the business’s brand value when they show up on their blog pages and start reading. The overall experience needs to be calculated and designed in a way that aligns with the values, vision, and identity of the brand.

The UX/UI design and the actual content (text, images, videos, widgets, etc.) are the two main elements readers will get value from. Creative topics, in-depth research, relevant subject matter, friendly design, and meticulously crafted posts, will all increase the value of a blog and reflect the overall brand value of the business.

Blogs Engage a Digital Audience for Feedback and Insight:

Blogging helps develop a brand’s identity by acting as a probe going out into the digital atmosphere; actionable insights result from engaging targeted audiences with blog posts. Here are some of the ways this happens:

    • Blog comments
    • Social media interactions about posts
    • Email list response to blog posts
    • Blog analytics
    • Leads and sales
    • Outside links to blog

Blogs are great tools for businesses to gain feedback from their target audience, which gives them actionable insights to use for developing brand identity. With the help of SaaS solutions and big data analytics, businesses can effectively use the insights gained from blogging to their strategic advantage.

The business blog has a lot of influence when it comes to developing the brand’s identity. From the UX/UI design of the blog to the subject matter of the posts, every aspect of the blog reflects the brand’s value and shapes the brand’s identity. Businesses can use their blog to gain actionable insights, speak to their audience, and promote their brand’s value.

Mindshape understands how valuable blogs are for businesses, which is why content creation is an important part of our creative and digital services. With our expertise and Brand 360 methodology, businesses can develop a blog that aligns and adds value to their brand identity. If interested in learning more please contact us today.