Blog as an information asset is very useful to publish a content that’s dynamic (reactive to market or consumer trends), SEO friendly and pre-emptive to encouraging your audiance to action on a CTA, based on the compelling points addressed in the blog.
To create a compelling blog, marketers have to ensure the post contains a recent, timely and relevent summary article, with the next sequence encouraging the reader to action on the immidiate next step. It could be a webpage, video or a CTA to a conversion/contact us page.
The blog should have a simple, storytelling, and attractive visuals to keep the reader focused, curious and informed on a topic of interest. Without these elements, the blog post will serve as an SEO amplifier at its best as posts help in creating topic clusters and build keywords for organic search. But this is not the main agenda of a blog, which many companies focused in the past.
The power of the blog is to provide a summary or a teaser to the next action you want the audiance to take in the buyer journey planned in your campaign. Yes! a blog will benefit if its a part of a campaign with a series of assets as it is not a one time news article or a standalone announcement that individual webpages, PR or articles can fulfil.