Posting about your brand on social media has become an essential part of any business marketing plan. But if you've let your blog lapse because longer-form content seems like too much of a commitment, you're missing out on a major opportunity to connect with your audience -- and convert them into customers.
At the content marketing agency I co-founded, I've seen just how incredibly powerful (and successful) blogging has been for clients like OXO and Nutanix that incorporate it into their business strategies. In fact, 68 percent of marketers find blogging more effective than it ever has been, according to data tracking tool Databox; brands that post content on blogs produce about 67 percent more leads than those that don't. That's because blogging can be one of the best ways to drive visitors to your site, whether it's through organic search or the call to action you include in your posts on another platform -- I like to think of both of those as free digital foot traffic.
If the idea of having to write blog posts regularly feels overwhelming, keep in mind that one of the best parts about blog content is it can be repurposed in so many ways. You can rework blog articles into social media posts, LinkedIn thought-leadership pieces, and editorial-style newsletters, helping to fill several channels at once and reach different audiences. Even if you don't have the time to post very often, as long as you do it with some regularity, you'll build a body of work that serves to tell your brand's story and lets customers feel more connected to you.
There are lots of excellent blogging platforms out there, and they serve different needs. These are five of my favorites.
1. WordPress
This might be the first site you think of when it comes to blogging. That's because WordPress made a name for itself in the early days of self-published websites and blogs. Now, 43 percent of all websites are built using the platform.
WordPress has ready-made themes and layouts but also has a treasure trove of customization options. It's easy to manage and maintain, thanks to the number of tutorials, and also has plug-ins that can help you drive sales, create newsletters, and more. The platform supports various types of media, so if you want to spice up your blog posts with images and videos, WordPress can handle it. Another plus is that most creators already know how to use the platform, so if you're thinking of hiring someone to help write your blog posts, they'll most likely be able to jump right in--no training required.
WordPress is best for those who want heavy customization, greater control over the function of the blog, and search engine optimization features. You can set up a site for free if you don't mind the ".wordpress.org" tacked on to your URL. If you'd prefer your own domain name, you can do that starting at $4 a month.
2. Wix
If you're not too concerned with customization, Wix is the platform for you. The drag-and-drop builder plus the ready-made layouts mean you'll soon be able to get down to writing. The platform is optimized for mobile, so once you get your feet wet, if an idea for a post strikes you, you can write and publish even when you're on the go.
Though Wix wasn't always known for good SEO tools, a recent update means you can now optimize your blog posts. The paid plan is free for the first year and $22 per month thereafter. So you can play around and get up to speed at no cost, and once the paid plan actually kicks in, you may already be seeing the ROI.
3. Squarespace
Squarespace is the place for e-commerce businesses that want to leverage content to help them reach potential new customers and boost sales. And Squarespace is one of the best platforms for e-commerce functionality. With its easy-to-use platform (like Wix, it is drag and drop) and e-commerce features (including integrated shopping carts and product pages), Squarespace is ideal for that combination of selling products while sharing your brand story. Prices start at $16 a month, but the platform does have a free trial, so you can give it a test drive before committing.
4. LinkedIn
You may be surprised to see a career platform on a list about blogging, but you can easily create "article" pages from your own personal account or business page. It's as simple as typing up your article, choosing a header image to go with it (always a best practice to include an image!), and clicking publish.
I personally use LinkedIn as my blogging platform because it has the best engagement with our client base at Masthead Media and has allowed me to build a stronger connection between the LinkedIn community and my company. I highly recommend it if you already have a large following and if SEO isn't your top priority.
5. Medium
If writing is something of a passion for you, and you like to share insights and opinions about your industry, Medium is your platform. Unlike WordPress and Wix, Medium won't give your company a homepage with a unique URL, but it comes with an already-engaged audience who receive a daily email promoting the best new stories posted to the site. You simply write your piece and publish it, and it has the potential to be shared with millions of readers.
The platform has also rolled out a new payment model whereby popular pieces can earn you money. So if your blogging objective is to share your thought leadership with a broad audience, check out Medium.
BY AMANDA PRESSNER KREUSER, CO-FOUNDER AND MANAGING PARTNER, MASTHEAD MEDIA@MASTHEADMEDIA
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