Most savvy digital marketers can tell you the importance of search engine optimization (SEO) and how different tips and tricks can be implemented to boost your SEO presence. Some of which include attaching title tags, link building, and adding more keywords to your site. A great way to implement the last option is to build some quality content through blog content. But having a blog goes further than SEO, it allows you to show yourself as a thought leader to your audience continuously.
Hate to say it, but the blog link on your site by itself may not be getting as many sessions as you originally hoped. You have to make people want to click on it. One way to do so is to get your customer base accustomed to you providing blog content.
So how does this relate to email? By leveraging your blog content into email messages, you’re doing more than just “saying hi” to your email base. Valuable content can do help do the following:
- Build customer loyalty: For this case let’s look at Nasty Gal. Nasty Gal has grown into a recognized brand based not only on the clothes they sell, but also from the content they provide. Through their blog, they provide an insider guide into what fashion trend is in, makeup tips, music playlists, and more. Their customers are no longer going to their site just to shop their clothes, but also to scope out their blog, and chances are once they’ve made it to the blog, they’ll visit the shop section and “accidentally” make a purchase.
- Build interest: Now let’s look at a food delivery service. Most grocery stores have jumped on this bandwagon, but with a blog you can give the customer an additional reason to visit your site versus the competitors. Looking for a way to do this? Recipes! It’ll make customers realize that to make your recipe they’ll have to purchase products they never knew they needed (which you provide).
- Grow product/brand trust: More often than not, you’ve probably been in a situation debating whether or not to get that expensive shiny new toy, but before doing so you’ll see what past customers are saying. Host some of these five-star reviews and testimonials on your site as a way to make it as easy as possible for customers to learn more. This is a great way to not so subtly pat yourself on the back and also build trust.
Don’t hope and wait that suddenly your blog content will take off organically—spread the word! Put those email subscribers to use, and it’s a win-win situation for everyone.