How to use your blog to create a stronger fan base in 2021

This year, blogs will play a more crucial role in marketing than ever before. They can be workhorses! But if the type of content you’re posting to your blog hasn’t changed much in the last five years, or if your blog has become stagnant, you may be missing out on this extra marketing muscle. 

Three reasons blogs are essential in 2021

    1. Blogs can position you as a trusted authority. Have you ever searched a topic and found that one gem: a blog that was a wealth of information? Maybe you felt compelled to bookmark and return to it again and again because it answered your questions. You trusted it because it wasn’t overly promotional. It may have also motivated you to follow the company on its other social channels such as Facebook or Instagram. Strive to become that kind of authority in your industry, topic or niche. 
    2. Blog content gives you something to share in your other digital platforms. You may have limited character counts in Tweets and paid digital ads, but you can link to your blog, which can be a wealth of compelling information.
    3. Blogs demonstrate your expertise and credibility to the media. If journalists are considering doing a story about your business, one of the first things they will do is review your website. Having well-written, comprehensive content on your blog will help prove your thought leadership.  

What type of content should you post to your blog this year? Tell your story through case studies, videos and infographics. Share your expertise with white papers, checklists and Q&As. Share breaking industry news and add your expert commentary about why it is relevant. Build trust by becoming the resource for your topic’s top search terms. And be sure to post blogs about your own media coverage, to further establish your credibility.

Media Relations Agency specializes in creating Media-Grade Content® that is relevant, informative and worthy of your audience’s time and attention. Contact us online or by calling 952-697-5269 for an assessment of your blog and suggestions for making it work harder for you in 2021. 

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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