Blog: It’s Not Just Another Four-Letter Word

Of the ten most successful blog sites, seven are ones that offer information, tips and help according to data gathered by copywriting tech company Phrasee. Two others deliver news and commentary, while the other offers gossip. Blogs are more important than ever today because more people have migrated online since the pandemic and are expected to maintain their reliance and dependency on digital media in the future.

The popularity of blog sites like Lifehacker, which began in 2005, have since expanded to not just include blogs, but also give visitors virtual tours, advice and commentary about COVID-19, raising kids and even personal tech advice. It also offers how-to videos on a wide range of topics and receives around 23 million unique monthly visitors.

There is an increasing dependence consumers have placed on digital media, not just to search, but also shop, learn and discover. By supporting consumers and showing them how and what to do, such sites help people and make their lives better. Brands that haven’t yet maximized its potential need to do so sooner than later.

Another is TheVerge, which started later than many of the others in 2011. Although its focus is on technology, its primary audience is mainstream folk and reaches about 18 million unique visitors monthly. TheVerge’s blogs focus on tips and news about technology, including items of interest to consumers, like getting the best results from a mobile camera. The lesson here for marketers is to be relevant and timely.

Being aware of the importance and value of blogging to achieve in marketing is one thing. Knowing what to focus on is another. Successful blogs address questions that consumers have, even when they’re not the most popular topics for brands. Doing so establishes and builds trust with them. Here are some subjects and tips to consider.

Cost

Whether it’s B2B, B2C, B2G or eCommerce, a common theme is cost. Answers to questions that delve several steps deeper will set the brand apart from competition. Whether the product price is cost effective, or why it’s so expensive, or how to justify the cost to one’s spouse or boss are but a few examples that help distinguish the brand.

Problems

This is counterintuitive but being candid about what problems consumers, particularly inexperienced ones, could face is honest and transparent. Adding solutions is vital. One way to identify common problems is via the comments and feedback sections of products.

Comparisons

Suffice it to say that when brands help consumers comprehend the difference between seemingly similar products or services helps them reach a decision.
Reviews

Third party and independent reviews are invaluable. Some brands also create their own versions of best of class but doing so can be risky. Brands doing so must be totally transparent. What works better are blogs about trends and predictions.

Final Tip

A good source of information and advice are the brand’s sales teams, customer service desks and marketing teams. Solicit and invite their feedback to incorporate their ideas and suggestions into the blog.