I’ve been talking about how you can turn the online articles and web content you’ve written into other forms of communication – for building brand awareness. Blogging is a big one. Today, I’m blogging about how you can use content to inspire blog posts that speak to your audience and build your brand.

Use Blog Posts as Supports for Building Brand Awareness



Blog posts can be the posts that, when lined up one after the other, lead to better brand awareness and a more thorough line of communication. Here’s what we suggest for using blog posts to build brand awareness:

  • Know your audience. When it comes to branding, I can’t say this enough. It applies to blogging, too. When you know who you’re speaking to, what they’re worried about, what makes them happy, and what they consider to be viable solutions, every ideal client will feel as if you’re speaking directly to him or her. This is how a rapt audience and loyal customers are created.
  • Consider the presentation. The same web design principles that apply to your website apply to your blog. The appearance should be branded, uncluttered, and visually appealing.
  • Remember what it represents. Your blog is an extension of your brand. Commit to ensuring that it’s free from spelling errors and is grammatically correct. A well-written blog post is indicative of a well-managed brand.
  • Get the headline right. There’s a lot of competition in search engine results. Writing a headline that is provocative, enticing, or challenging to a paradigm will increase the chances of a click and build brand awareness.
  • Be conversational and branded. Overly technical text will turn most readers off (unless your audience revels in that sort of thing). Use second person (Talk to your audience, directly, using words like “you.”). Also, flavour the text with the type of language you’ve identified in your branding strategy.
  • Hook them. The first few sentences of your blog post (or any article) are known as the hook. Use language that inspires curiosity and makes reading on irresistible.
  • Over-deliver with text. This is the meat of the blog post, where you prove your expertise by giving useful, innovative advice. It’s also your chance to show your brand’s authenticity – by sticking to the subject and delivering on your headline.
  • Keep it anti-epic. 500 words will be sufficient.
  • Include links. Two or three is ideal. Link to your main website, as well as an external source.
  • Include a call-to-action. In general, the tone of the post should not be “salesy.” However, a call-to-action at the end is necessary for getting the clicks that will define your blog post as effective.
  • Include social media links. The goal? Viral sharing.
  • Write and post blog posts twice per week, or more.
  • Promote your posts with your own social media status updates. Include links to those blog posts.

Building brand awareness by turning online articles and web content into blog posts is an online marketing consideration that cannot be overlooked. They are the posts that will support online marketing success. Google loves fresh content. Your prospects and clients love lots of sound, expert advice. A well-written and managed blog delivers all of this.

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