Article | March 3, 2021
Despite the rise of video content, 8 in 10 digital marketers still have blogging as a strategy in their back pocket. The simple answer is that it works. For example, more than 5 in 10 marketers claim that they gained new traffic from blogging.
Here are some of the statistics about blogging you should know about:
More than 400 people read at least 20 billion blogs monthly
Readers comment on blogs 70 million times each month
The average blog has more than 1,000 words
Bloggers on average finish the blog in three hours and fifty-seven minutes
3 in 10 readers prefer a list post to a long narrative
Websites featuring blogs have more than 400% indexed pages
More than 7 in 10 users read and skim through blogs
But you need to understand one thing about blogging--it is challenging. For one, blogging is time-consuming, especially for a new business that needs to build its audience.
It is one thing to speak to a captured audience (your loyal customers), but it is quite another to use it as a tool to funnel traffic into your website. So, why do you need to include blogging in your content strategy for 2021? We list down the reasons for doing so.
Blogging is still the king of content -- More marketers are using video to reach out to their target audience, but the strategy has not replaced blogging on top of the totem pole. More than any other form, blogging can establish your authority as an expert in your field. As an added benefit, blogs are still the cheapest form of SEO, compared to video, infographics, and images. They are perfect for small businesses with limited budgets. You can outsource the assignment to professionals, and it will cost you between $20 and $250 per blog post. But you can drastically cut costs if you are doing it on your own. In comparison, professional videos will cost you upwards of $1,500.
Boost your rankings -- Last year was a surreal one as the pandemic upended the world. This year does not bode well for bringing things back to normal as the coronavirus continues to lay waste to economies. However, despite the pandemonium, you know what has remained consistent? Blogging continues to drive traffic to websites at exponential rates. Some businesses may take a more conservative tack in terms of marketing spend. But you do not have to erase your previous gains by abandoning your strategy altogether. Blogging is the perfect way to reach out to your audience and assure them that you are still fighting along with them. You also rank higher when you manage to position your website as the primary authority in answering the user’s relevant queries. Another way to boost your rankings is if other websites link to your blog post as a primary source of information.
Demonstrate your credibility -- blogging helps establish your credentials. There is nothing like putting thoughts to paper while inviting scrutiny. It is like putting a challenge out there to question your authority on the matter at hand. But you can build your credibility further by adding stats and studies to back your claims. You can also invite industry experts to write their perspectives on the topic. Finally, you can include videos, infographics, or images to prove a point. Again, it is not easy for most businesses to produce high-quality posts regularly. You can outsource most of the writing jobs to competent SEO professionals out there. But make time to write a blog at least once a week so that you can continue to connect with your audience. If anything else, you blog because you offer a unique perspective to add to the ocean of opinions out there.
Promote your products -- E-commerce websites do not put too much stock on blogging, which is a shame since they can increase sales this way. Most businesses do not understand that the amount of quality content on your website is crucial in search engine indexing. You can post special events, discount offers, flash sales, and other announcements. Another reason to blog is to engage your customers, especially if you open your post to comments. You can ask satisfied customers to include their testimonies and highlight these success stories on your website. The trick in promoting your products is to be truthful. You should also list down the cons, along with the pros, and let your customers decide. But it would be best if you did it so that you do not sabotage your product. You can still pitch a product without peppering your post with too much sales talk.
Reach out to new markets -- blogging can drive new traffic to your website as Google tends to recommend websites with updated and high-quality content. The important thing is to be patient. Your blog should work to funnels sales to your website. You would only be wasting space otherwise. Finding new markets will guarantee a steady stream of revenues. You have zero chance of expanding your business if you are always relying on your existing customer base. More importantly, you can use blogging to make your loyal customers feel rewarded while reaching out to prospects. However, it takes blogs at least three months to gain traction, especially for new businesses. You cannot demand results immediately just because you are producing premium content.
But one thing to remember about your blogs is ownership. Make sure that you do not use free blogging platforms to host your thoughts. You will be at the mercy of these platforms, and they can delete your content anytime.
One of the most significant challenges of blogging is finding the right person with the talent to put their thoughts on paper with their business goals in mind. It is intimidating for most people to stare at a blank screen as the pressure to churn out a product increases. Fortunately, in today’s age, you do not have to do it on your own. Social Media Marketing agencies can cost-effectively handle your content strategy. We already demonstrated that blogging establishes authority and generates traffic. Now, the easy part is for you to decide to place that call.
Article | March 8, 2021
In advance of the already highly controversial interview between Oprah Winfrey, Meghan Markle and Prince Harry, the Duke of Sussex surprised us all with an interview on The Late Late Show with James Corden just over a week ago now.
In his first interview since stepping back from his duties within the Royal Family, the Prince took part in a seemingly relaxed, natural, and spontaneous interview with TV host and friend, James Corden.
And whilst it appeared to be off-the-cuff and completely un-staged, it would have in fact, been quite the opposite.
This interview highlighted the true power of sensationalism within communications, provoking public interest, telling Harry’s side of the story, and defining his position as a brand.
Matthew Hayes, Managing Director of Midlands-based brand agency Champions (UK) plc, explains why he thinks the interview proves that Harry, the Duke of Sussex understands his brand power, allowing him to reposition himself within the industry.
“The interview was completely unexpected and caught everybody off guard. We were all so eagerly anticipating his and Meghan’s upcoming interview with Oprah that we hadn’t even considered he would perhaps look at other options,” he said.
The Late Late Show almost goes against his previous branding as a member of the Royal Family.
Matthew said, “It was great to see Harry doing Harry.
“Throughout the entire interview, Harry displayed his true personality and owned it. And in terms of branding and positioning, he knocked it out of the park.
“I believe that Harry achieved what he had set out to do, which was to change the narrative by telling his side of the story and ultimately change the public’s opinion of him.”
And in doing so, the interview amassed more than 15 million views on YouTube in under a week, proving that anticipation doesn’t always equate to more impact.
More than just a Prince
Providing a glimpse into family Zoom calls with his grandparents, Harry used this interview as a way to demonstrate he is more than just a Prince, but a father, husband, son, and grandson, too.
"Harry managed to find his own brand identity whilst remaining all of those things, as well as continuing to work in public service. He owned and delivered it in a way that I can only describe as genius.”
By changing the narrative and telling his story, Harry proved that he is much more than everybody has perceived him as.
The Duke of Sussex isn’t the only person within this industry to change and reposition his brand.
Snoop Dogg is renowned for having more than one persona and this has become a part of his brand identity. From gangster to rapper, actor and more recently, the star of Just Eat’s latest marketing campaign, Snoop is recognised for exactly that – proving the power of branding.
Clever and controversial marketing
After watching the Prince’s interview with James Corden ahead of his sit-down chat with Oprah Winfrey, many of us have been left wondering which really came first – or was this a part of the plan all along?
Matthew explains why he thinks it was a clever marketing ploy:
“I believe that this interview came first as a deliberate way for Harry to define his brand and lay down the law prior to appearing on Oprah.
“Many of us, myself included, assumed that Oprah would be his first (and possibly last) exclusive interview, but what this has done is create a buzz and even more anticipation ahead of its airing.
“Before watching Harry with James, I may not have even considered sitting down to watch his appearance on Oprah, and I expect this to be the case for many others, too.”
It was recently announced that ITV have bought the rights to Harry and Meghan’s interview with Oprah for £1M, with it set to air at 9pm on March 8.
While some may call this controversial, and it may be, Matthew believes it to be clever and tactful marketing.
He said, “Harry’s appearance on The Late Late Show will no doubt boost viewing figures for his interview with Oprah, making it somewhat of a teaser.
“Mystery and anticipation are remarkable ways to tell a story, which is exactly what both Harry and Meghan have done here.”
Digital storytelling expert and founder of Play Human, Matthew Scott also explains the benefits of controversial marketing and why it is so impactful.
He explains, “Simply, controversy appeals to consumers and it grabs their attention. But more importantly, it raises a point and sparks debate, which is key when it comes to storytelling, particularly within branding.
“Telling a story with an edge of controversy or challenge is a good thing and is what leads to change.”
The future of sensationalism
Matthew Hayes predicts that following this seemingly controversial yet clever act of sensationalism and storytelling, many brands will begin to follow suit.
“Already, Prince Harry has gained such tremendous traction from one short interview, so just imagine the publicity after Monday evenings show.
“Brands will see the benefits of working in this manner, albeit slightly controversially, but that it really does work and will garner seriously impressive results.
“I am one of those people who perhaps frowned upon Harry’s decision to officially leave the Royal Family.
However, after watching his interview with James Corden, my perception of the whole matter has completely changed, which I guess was the aim of the game, right? Well, it worked – for me, anyway.”
Article | July 22, 2020
The world is changing. The result of the ongoing pandemic has wreaked havoc on global economies, resulting in millions of Americans joining others around the world, especially those within the service, media, and ad industries, being particularly affected. Today, working from home as a mainstream way of doing business initially caught many companies unprepared. At the same time, businesses, and millions of American households from coast-to-coast, as well as billions of households around the globe, are understandably keeping a watchful eye on their finances.
Article | April 5, 2020
About a month ago, the Fohr team started to prepare for the effects of COVID-19 on the influencer marketing industry. We started to dig into how influencer marketing budgets could change and the potential challenges that influencers may face. We also wanted to be prepared to support our audience in a sensitive marketing landscape and guide our community on identifying a brand tone in a time of crisis. Our aim is to be able to provide as many useful insights as possible for our community, and we continue to share everything we know on our dedicated Understanding COVID-19 resource page.