Blogging – Not Just for Breakfast Anymore
Identifying new uses for a product can increase usage frequency and even convert current nonusers into users.
Both are aspects of a market penetration strategy, David Stewart observes in the Branding Strategy Insider, offering as an example an advertising campaign for orange juice: .”It’s not just for breakfast anymore”, a slogan that represents an effort to expand usage. Innovation challenges people’s existing perceptions of the category and gives them pause for thought, Nigel Hollis adds.
Blogging has a 30-year history.
“Publishing a business blog is an important part of any marketing strategy, Marc Prosser of SCORE stresses. Blogging has been around for the last 30 years, but it has certainly changed and evolved over those years, Ryan Robinson reminds us. The very first online journals were made up of plain text, with no graphics or formatting, and the word “blog” itself wasn’t coined until 1997. It wasn’t until 2003 that WordPress (the platform I’m using for this Say It For You blog) entered the scene. The next year “Blog” became Merriam-Webster’s Word of the Year.
Blogging in 2023
Today there are more than 31,000,000 bloggers in the U.S. alone. Blogging, broadbandsearch.net observes, is “democratized content publication, not regulated by gatekeepers such as publishing houses, news organizations, universities, or governments. 70% of individuals favor acquiring information about a company through a blog, and 55% of brands gain new clients through blogging.
“The creation of relevant content for visitors and existing customers is one of the most important benefits of blogging,” VEZA Digital asserts. “Posting blogs regularly helps you engage directly with a user’s questions and queries that they are typing in a Google search. These questions help you to understand whether your customers are getting the information that they need from your blogs and also help to know if your keywords are performing well.”
Just as identifying new uses for orange juice expanded sales of the product, blog content can build value for a brand, leading to increased sales.
“Consider what is important to your target market and to existing customers,” VEZA advises. What problem does your product or serve solve? How will it help readers overcome barriers or do their jobs better? “Creating a connection between your brand and the customer is crucial. Brand awareness and trust go hand in hand.”
What your blog is for, we explain at Say It For You, is to provide relevant, useful, and timely content to your prospects and customers to help them solve problems, understand industry trends, and make sense of the news and how it relates to them
The power of the new
People are always looking for new things, Neil Patel explains – new software, new techniques, new ways to make and save money. Using new phraseology in your blog posts is a way to command attention, and smart blog marketing expands readers’ perception that there are new ways for them to engage with your brand.
Remember – blogging isn’t just for breakfast anymore!
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