I'll be the first one to tell you that your business or law firm needs a blog. Having a well-maintained blog gives your company the opportunity to post new content, connect with your audience, and position yourself as an expert in your field. But just posting a new post each week isn't enough to really benefit from your blog.
When we talk about blogging for businesses, we're actually talking about content marketing.
But what exactly is content marketing and how does it differ from blogging?
The Difference Between Blogging and Content Marketing
Today, blogging is an incredibly popular form of communication. You don't need to be a business to start a blog. In fact, anyone with internet access can start a blog about their passions, interests, or even their lives.
Anyone can be a blogger.
Blogging is a natural way to share information online. New mothers may choose to start a blog to document the day-to-day changes of their growing children. Makeup lovers may choose to write posts about how they created their latest look. Wine enthusiasts may write up blog posts explaining how to pair certain wines with meals or appetizers.
There are blogs out there about anything.
These bloggers understand what information their audience is looking for and they're prepared to provide it to them. They need advice, they want help, or they just want to be part of a community. They're not necessarily looking to make a purchase.
This is where blogging and content marketing start to separate.
Blogging is About Providing Information
No matter the focus of your posts, your blog should be about providing information. Your readers should walk away from each blog post with a better understanding of a specific topic, idea, or event.
And the end goal of blogging may end right there.
Not everyone is looking to become rich of their blog. Some bloggers share posts specifically for their friends, family, our audience without expecting anything in return. They just want to be helpful, so they create a blogging strategy that allows them to do just that.
Content Marketing is About the Bigger Business Picture
While just blogging is great for the individuals who see their website as a hobby, businesses need to recognize it as more than that. For a business, entrepreneur, or law firm, a blog is a way to drive potential customers and clients into your sales funnel. So your blogging strategy needs to be a bit bigger than just being "helpful."
You need a content marketing strategy.
Content marketing sees the bigger picture. Rather than only focusing on creating blog posts, content marketing strategies look into the many ways you can use email marketing, social media, e-books, and more to create a complete marketing strategy.
Quite often, blogging is the main platform for your content marketing strategy. However, the end goal of your post isn't just to create a piece of content that is helpful or informative for the reader. You're looking to create a piece of content that is helpful and informative for the reader, but also pushes them to recognize they have a problem that only your products or services can solve.
How Blogging Fits into a Content Marketing Strategy
While you can have a blog without a content marketing strategy, you can't have a content marketing strategy without a blog.
Blogging without a purpose will get you no where - unless you're not looking for a purpose with your blog. But for businesses - no matter the size or industry - your blog needs to fit into a larger marketing funnel.
If you're looking for more information about how your blogging can contribute to your larger marketing goals, send me an email. As a professional blogger, I can help you create a content marketing strategy focused on blogging that drives more customers and clients to your business or law firm.