Skip to content

The benefits of blogging for brands

Blog tag word cloud from the three-brains blog main page

Share This Post

Why read this? : We look at the brand benefits of blogging. Learn how to use it to meet customer needs. Where it fits into your marketing plan. And its role in connecting other brand activities. Read this to learn the benefits blogging offers your brand. 

The blogosphere is a crowded place. Latest estimates suggest there are over 600 million blogs out there. As per our writing blogs guide, to support your brand, a blog has to stand out and :-

  • be easy to find.
  • be relevant and interesting for customers.
  • drive a call to action so customers think, feel or do something differently. 

Easier said than done.

Doing keyword research to find out what customers are looking for is a good start. Using readability principles to make your writing easier to read also helps. And of course, making sure your call to action helps customers progress on their journey is good too.

But before all that, you have to work out why you need a blog in the first place. What’s in it for your customers? Where does it fit in your marketing plan? How does it connect to other brand activation? What exactly are the benefits of blogging for your brand? 

What’s in it for customers?

Most people who blog see it as a way to share thoughts about a topic they love. But a business blog has to do more than that. A business blog has to deliver some sort of benefit to your brand. 

Like most marketing tasks, you start with the customer. Your blog content should help them with some need(s) they have.

Filling out a customer journey map helps you work out what the need might be. Most blogs help customers with one or more of :-

  • spark my interest.
  • find out more.
  • delight me.

Customer Experience Journey Map

Spark my interest

Blogs can help you grab the attention of new customers to the category (and to your brand). To spark interest, your blog needs a strong hook to make it distinctive and relevant.

Blogs with this goal often use emotional hooks. Emotions usually kick in before logic does. 

So you create content which makes customers laugh, for example. Or which inspires them. 

Young woman on train station platform looking at her mobile phone

The content has to be easy to engage with to draw customers in.

Often that means you write the blog with some sort of entertainment value. You tell compelling stories, for example. You add appealing photos and videos. These make the blog more shareable on social media. The goal is to attract customers towards the brand by making them curious to find out more.

Find out more

Once you’ve got a customer’s interest, blogs are a great way to help them find out more about you. To find out what you care about. 

You can use your blog to share relevant information, and you have more time and space to do so versus other types of communications. 

This approach is often more education-driven.

You share advice and insights about the category. For example, how-to guides, demonstrations and case studies.

Woman wearing a grey sweatshirt and looking at her phone in a dark room

You can still deliver it entertainingly, of course. But you focus more on sharing your knowledge and expertise with customers. Your aim here is to be helpful. To answer questions and solve problems. You share resources, for example. What you teach helps customers become better informed about a relevant topic.  

Delight me

Finally, your blog can also benefit existing customers as well as pull in new ones. You can use it as a way to keep in touch with loyal customers who’ve already bought into your brand.

You use your CRM database and social media to alert your followers when you have something new, interesting and relevant to say.

Your blog content can delight these customers by reminding them why they bought into you in the first place. It reminds them what a good decision they made choosing you. 

lady with arms up in the air and happy smiley face

You use the interactive nature of the blog, where people can comment and respond. It’s a spotlight on what’s going on with your brand. These updates help you stay top of mind with existing customers. 

Understanding customer needs is key

The key to all this is customer understanding.

That means you need market research to gather customer feedback, to understand their needs and how you can help them. 

You need these insights to write blog content that’s relevant to the target audience.

You write your blog content with that specific customer profile in mind.

Their demographic profile.

Two people holding up large ears on a small dog

The occasions they use products and services in your category.

How their attitudes and motivations shape their needs and decision-making. 

Your blog writing has to be for the customer. If it’s not giving them something they need, they won’t read it.

Where does it fit into your marketing planning?

The brand equivalent of the customer journey is the brand choice funnel.

This marketing planning tool helps you identify what’s needed to drive growth. You use it to set your objectives and decide your marketing mix priorities. 

Blogging is primarily a promotion (marketing communications) activity. Your target audience read and interact with your written and visual content. That experience has to help you deliver against different stages of the brand choice funnel. 

The brand choice funnel - trust - aware - consider - trial - loyalty - repeat purchase

They usually connect something like this :- 

  • Spark my attention blogs to drive awareness
  • Find out more blogs to drive consideration.
  • Delight me blogs to drive loyalty.

Of course, other types of brand activation also deliver these objectives. Advertising drives awareness. Sales promotion drives consideration. CRM programs drive loyalty

So the question of how and when to use blogging comes down to the benefits it offers over and above these other choices. These are :-

  • connections to the customer and other brand activities. 
  • supporting your brand identity. 
  • driving customer interactions.

Connection to the customer and other brand activities

As we said earlier, for a blog to work, it has to meet a customer’s need. To offer something of value. Entertaining or educational content, or something else to delight the audience.

It’s this “something of value” for the customer where you find the benefits of blogging for your brand.

Most marketing communication activities “push” messages out to customers.

Advertising, media and sales promotions, for example. Customers mostly experience these whether they want to or not.

A rope net with many connections

But blogs are more of a “pull” form of marketing. You can’t force customers to read your blog. They have to choose to do so. It’s an active choice on their part versus other channels which they passively experience. That means they’re more engaged. They want to read that content. 

Plus, because it’s a relatively long form of content (from 500 to 4k words), you’ve got more space and can do more with it.

Versus your average social media post, you can add more links, for example. Tell a longer, more interesting story. Add more photos and videos. You can create a “bigger” experience and connect it more easily to the rest of your brand activation.

Support your brand identity

Blogs can also be a good way to boost your brand identity. For example, you link themes and topics you cover back to your essence, purpose and values.

You can also show the brand’s personality in the tone of voice you use and how you interact with comments and questions. You can use the style of the blog to reinforce your brand positioning.

Brands which want to come across as warm and approachable can use entertaining blog content, for example. They establish their customer-friendliness and share fun content and experiences. 

Screengrab of Three-brains home page - headline says "Ready to raise your game? Outthink, outplay and outgrow competitors with three-brains"

Brands which want to come across as expert and knowledgeable would focus more on educational blog content. They establish their expertise and share ideas and thoughts. 

Brands which want to show they are caring and customer-focused would use more loyalty-building content. They make it clear how much customers mean to them. They show the great customer service they offer. 

Remember, the better the blogging experience, the more positively the customer will think about your brand. It strengthens the connection between the customer and your brand by reinforcing who you are, and what you care about. 

Drive customer interactions

Finally, in terms of brand benefits, blogging allows you to create direct interactions with your audience.

As it’s regularly updated, it helps you maintain an informal and ongoing conversation with customers.

For example, you encourage them to leave comments or ask them to contact you if they have any questions. 

You can also highlight these interactions in future blog posts.

Writing - person typing text into a laptop

Sharing (with permission) stories about other customers can be motivating and inspiring in many categories. It also shows how much you value keeping customers happy. 

Your blog won’t interest every customer. But it can deepen the connection with the ones who share your passion for the topics you cover. 

Other benefits of blogging

The benefits of blogging don’t stop there. There are other, more specific benefits to look at like :-

  • SEO and website performance.
  • Public relations support.
  • Data and research.

SEO and website performance

Blogging is good for your website. Regularly updated content makes your site look more active. That helps boost your SEO ranking. Google prefers sites which are regularly updated to sites which sit with lots of static old content.  

That means there’s a virtuous cycle when it comes to using blogs on your website.

High-quality blog content pulls in traffic. The longer they spend on your site, and the more they interact with it, the better your SEO performance becomes. Your blog posts start showing up higher in search, and that brings more visitors to your website.

You can also link posts together around relevant topics. If you’ve particular categories you write about, you link other relevant articles so it’s easier for customers to find them.

It means you don’t have to cover every point about a topic in a single post. You can point the reader to where they can find out more about related topics. For example, in the introduction to this article, we linked to articles on keyword research and readability. That means we didn’t have to explain these topics in detail. However, readers can follow the links if they want to explore those topics.

Public relations support

You can also link your blog to your public relations activities.

For example, you can talk about events or new product launches in your blog. And as you do them, you tell everyone your blog is where they can find out more information about the activity.

Blogs are a way for customers to “keep in touch” with their favourite brands and what they care about.

Blogs help customers stay up-to-date with the brand, and what it’s doing.

Inside a concept hall, lots of confetti flying in air, with audience reaching out their hands towards it

And often they can offer an ‘inside view’ of the brand, with extra content unavailable elsewhere. 

PR is also more of a “pull” than a “push” way of marketing. So blogging and PR are often a strong mix when you want to connect with, rather than overtly sell to customers.

Data and research

The final benefit of blogging is its use in gathering data and insights. It’s another way to learn about your customers, and what they need. 

That works in 2 ways. 

There’s the indirect insights you get from looking at how customers interact with your blog.

You can see which articles get the most visitors, and which they spend the most time reading. 

Person holding glasses in front of them against a blurry street background

Those show what topics interest your customers. So, you write more about those in the future and less about the topics which don’t interest customers.

Plus, you can also get direct insights. Use your blog to ask customers questions. Ask them to comment, for example, or share their own related ideas or experiences on a topic. That gives you direct feedback from customers. You can use that to adapt your content to better meet their needs. 

Don’t forget to include a call to action

As a final thought on the benefits of blogging, make sure you include a clear call to action in your blog. 

Remember, you’re aiming to meet a customer’s need. But your article won’t solve every need. If they have more needs, you use your call to action to point them to where they can get more help.

Other articles with more on the same topic. Your FAQs, or a page where you share resources. You can even make it contact us if that’s your overall marketing goal. 

Wooden scrabble tlles spelling out Go for it, with a speech bubble calling out action!

The call to action should help customers move along their journey and help you hit your business objectives. Blogging’s benefit comes when it influences the customer long-term to choose your brand. That’s when you see the return on the time and money you invest in blogging.

Conclusion - The benefits of blogging for brands

Blogging has many benefits for brands. 

Access to these benefits starts with understanding the customer and what they need. Your blog has to meet customer needs for it to work. 

You can use the customer journey map to help you work out what those needs might be. Most blogs aim to spark the customer’s interest, help them find out more, or delight them in some other way. 

You then relate these needs back to your brand objectives, and work out where blogging fits in.

White round badge with a read heart symbol against a dark grey background

This is where you see blogging’s main benefits for brands. It’s a great way to connect other brand activations, for example. It also helps reinforce your brand identity and positioning and provides somewhere for customers to interact with you.

The key to a blog’s success is finding a shared passion topic with customers. You have to be passionate enough about that topic to write about it regularly. And customers have to be passionate enough about it to want to read about it regularly. Finding that passion topic is where brands find the most benefits in blogging. 

Check out our blog writing guide for more on this. Or contact us (our call to action!) to find out more about the benefits of blogging for your brand. 

Photo credits

Woman at station with phone : Photo by Daria Nepriakhina on Unsplash

Woman looking at phone in dark room : Photo by Chad Madden on Unsplash 

Happy woman : Photo by Clay Banks on Unsplash

Dog ears : Photo by kyle smith on Unsplash

Rope netting : Photo by Clint Adair on Unsplash

Person typing on a laptop : Photo by Glenn Carstens-Peters on Unsplash

Marketing dashboard : Photo by Carlos Muza on Unsplash

Confetti : Photo by Pablo Heimplatz on Unsplash

Glasses : Photo by Josh Calabrese on Unsplash

Go for it (adapted) : Photo by Brett Jordan on Unsplash

Heart Button Photo by Kelly Sikkema on Unsplash

Share this content

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest blog posts

Subscribe to get Three-Brains updates