How to use blogging as a successful marketing tool in 2020

How to use blogging as a successful marketing tool in 2020

In today’s social-media-centered internet, it’s no longer easy to define what a blog is. Is it defined by the platform or the type of content published on it? Can a Facebook page that publishes long posts be considered a blog? What about a frequently-updated YouTube channel? For the sake of this article, we’ll refer to a blog as an independent site or a site sub-domain, frequently updated with content as part of a marketing strategy. While a podcast is a platform for audio content, and a vlog showcases video, a blog is meant mainly for publishing written texts.

Patagonia company blog
Hiking equipment retailer Patagonia uses their blog to showcase interesting travel destinations

Blogging vs. Social Media

In many ways, social media has become an alternative to blogging. They allow to easily post text, images, and video without worrying about any technicalities. Social networks are accessible, easy to work, and helps us bring our message to our target audience’s screen. However, it’s important to remember that we don’t actually own our social media profiles. The companies operating social media networks can decide to delete our content, close our profile, or simply hide it from the eyes of potential customers. And there is little we can do about it.

Therefore, there are several advantages to maintaining your own blog:

  1. Tell your own story in your own words

  2. Build your authority and establish your brand

  3. Take over your own “corner” of the internet without relying on other platforms

  4. Be immune from changes in network algorithms

  5. Promote your existing website in Google search results

  6. Attract more traffic to your e-commerce site

Starbucks company blog
Starbucks company blog covers issues that range from black history, to environmental sustainability to fiscal results

What to blog about?

There is no limit to the subjects you can include in your blog. But how can you start building your content plan? Here are a few guidelines for choosing what to write about:

  1. Write with your audience in mind. Don’t use the blog only to rave about yourself and your product – talk about topics that interest your readers.

  2. Speak from the heart. Say things you really want your clients to know.

  3. Answer questions. If you don’t know what to write about, make a list of the questions people ask about your business or products and start by addressing them.

  4. Don’t shy away from burning issues. Tackle matters that concern your clients and discuss them on your terms.

  5. Be part of a broader conversation. Follow opinion leaders in your field. Keep up with what interests your audience and respond to what’s going on.

ASOS company blog
ASOS has several blogs. The style feed is a series of shoppable posts buying recommendations

How to write your blog posts?

Before you start your blog, choose a style that will align with your business needs. Here are a few questions to take into consideration:

Who is your audience? Define your audience and find the tone of voice that will resonate with them.

Who are your competitors? Explore other blogs in your niche and try to pinpoint what sets them apart. You can then choose to blend in or stand out, but don’t set out without knowing what’s out there.

What are your brand values? The style of your blog and type of content you should publish should coincide with them.

What is your concept? There are many types of blogs. Try to define what sets yours apart.

How will your posts be read? In most cases, readers will browse your blog posts from their mobiles. Don’t forget that when you’re deciding on the length and layout of your posts.

Facebook company blog
Facebook addresses burning questions like safety and children on social media

What to do to benefit from blogging as a marketing tool?

Here are our rules for maintaining a successful business blog:

Write well. Focus on your audience and create content with actual value. Make your writing eloquent and compelling, and choose a tone of voice that matches your brand.

Write often. Perseverance is the most important rule of blogging. Continue to create content regularly over time. Don’t expect to get results in the first months – a blog is an investment in the long run.

Promote your content. Build a promotion system around your blog and use it to reach your audience. Share articles on social networks, marketing emails, and any other available channels.

Track performance. Get to know the numbers behind your blog. Understand what works and resonates with your audience. Analyze trends you’re seeing and change according to your conclusions.

Be Flexible. Don’t be afraid to reinvent yourself. Experiment with different ideas and evolve as you learn what’s working. Write new types of articles, add videos, host guest writers, and make the most out of the platform you created for yourself.


A successful blog is part of a digital marketing framework. The goal is creating a system where the content you create for your blog will is promote used on your social networks. Social networks then help your content reach potential customers, who go to the blog for the content and stay to learn about your services or shop in your e-commerce store.

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