Blogs, huh, what are they good for? Absolutely something.

Summary: How do blogs help companies boost visibility and sales? Through thought leadership and brand trust. Hire a marketing agency to write yours. 

A company maintaining a monthly blog typically aims to achieve several key objectives:

• Brand Awareness and Visibility
• SEO (Search Engine Optimization)
• Customer Engagement and Education
• Lead Generation and Conversion
• Community Building
• Thought Leadership and Expertise Demonstration

“Thought Leadership” is a buzzword that refers to the practice of a company or individual positioning themselves as an authority in their industry or area of expertise. Thought leaders are recognized for their deep knowledge, innovative ideas, and ability to influence other people’s thinking. Sometimes, these folks are also called “SMEs” or Subject Matter Experts. It’s kind of like an Influencer, except instead of using their fame or clout (or stunning good looks) to attract customers, they use their extensive — and successful — experience in their field. 

They often produce content such as articles, white papers, webinars, and blog posts that provide valuable insights, forecast trends, and address pressing issues in their industry or market sector. The goal of thought leadership is to establish credibility, build trust, and influence public perception, thereby creating a competitive advantage for the company or individual.

As a full-service marketing agency, we are often hired to write blogs for companies that have nothing to do with marketing. How do we provide helpful information on various topics related to their industry? A ton (and we do mean a ton) of research — on the industry, the trends, the topic, the company, the product, you get the idea. We even conduct interviews with company employees and members of their target audience. 

You can see why it would take a long time for the company itself to do this work, and how hiring a marketing agency saves them time and money — and lets them get back to focusing on their own work so they can achieve the specific KPIs of their particular role in the company.

Marketing Blogs Are Different, and Here’s Why

With marketing, and marketing blogs, it’s a little bit different. If we spent our entire blog time (every month) talking about marketing tactics, who is our target audience?

Three Possible Categories:

1. People who are going to market their own business? 
2. People who might google to ask a question like “what are digital ads” because they’re looking to hire someone to help them generate leads?
3. People who have already hired Liquid Creative and are already clients of ours? 

People in Category #3 don’t need marketing tips because they’ve hired us to handle their marketing for them. Using a blog to showcase our extensive marketing prowess doesn’t benefit them. They might need tips on how to work around a break in the manufacturing supply chain or roof material trends for the next year so they can plan their orders and keep a better eye on their budget. 

We write for companies all the time. We research their audience, their product, their differentiators, search words their potential customers might use when looking for a company — and then we write a blog that will attract those potential clients and give them something of value that will help them in their current business. By doing this, month in and month out, we build trust in that brand and people start turning to them for answers to all sorts of questions — and, yes, more often than not, it eventually generates a lead that converts to a sale and creates a loyal customer. 

For example, if we write a blog for a real estate company, we might talk about different kinds of seller and buyer agreements and what to look for before hiring an agent. If we write a blog for an insurance company, we might talk about recent federal and state legislation that will impact policies and premiums.