Pie chart comparing survey responses related to blog traffic

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Being in control of your own messaging also helps to position you as a trustworthy source. Because the blog is part of your overall brand, you can be transparent in your posts. For example, in a comparison article on the best small business phone service, readers will realize that you’re promoting your own product, but you’re also helping them out by showcasing several alternatives.

Successful blogging is a great way to support your search engine optimization (SEO) efforts. Search engines prefer sites with fresh, keyword-heavy content, which is what you’ll be producing when you start your branded blog. The more content you post, the higher you’re likely to rank, and authoritative content attracts more backlinks, which improves overseas data rankings even further.

A branded blog also makes it easier to create shareable content, which you can post on your social media platforms or via email marketing. Create evergreen articles, or update existing content for freshness, and you can share it again and again, and all your readers will associate it with your brand.

First of all, ask yourself what you want to achieve from the blog. How will it fit in with your wider business goals? Will you try to carve out your own niche, or write for an audience across your industry or space? Who are you writing it for?