When planning marketing campaigns, many businesses overlook their most powerful tool: their blog. Let me share why your blog should be central to your marketing efforts, not just an afterthought.
Why Your Campaign Needs a Blog
Think of your marketing campaign like a wheel. Your blog is the hub, and all other marketing efforts—social media, email, advertising—are the spokes. Each piece works better when connected to a strong center.
Here's what makes blogs essential for marketing campaigns:
Campaign Depth: A social post gives you seconds of attention. Emails might get a minute. But blog posts let you tell the complete story behind your campaign. For example, when running a recent product launch, our blog posts explained the 'why' behind our offering in detail, something impossible to do in an ad.
Content Foundation: Every marketing campaign needs content. Your blog creates it naturally. Social posts pull quotes from blog articles, email newsletters summarize blog insights, and ads are directed to relevant blog posts. Sales teams share those posts with prospects.
Long-Term Value: While ads stop working when you stop paying, blog posts continue bringing in interested people months after your campaign ends. We still see traffic from campaign posts we wrote in 2023 and beyond.
Making Your Blog Work For Your Campaign
Pre-Campaign Posts: Build interest before launch with posts about –
Industry trends your campaign addresses
Problems your offering solves
Behind-the-scenes preparation
Launch Posts: Support your launch with –
Detailed explanations
How-to guides
Customer success stories
Follow-Up Content: Keep momentum with –
Response to common questions
Tips for getting the best results
Community highlights
Real Ways to Connect Your Blog and Campaign
Make your blog work harder:
Link ads to relevant blog posts instead of sales pages
Pull social media quotes from blog content
Send blog highlights in campaign emails
Create resource centers from related posts
Once you master these basics you can successfully use your blog to optimize your campaign to be the best it can be by utilizing your blog!
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