The way we use digital platforms — how often, how we use them, and for what reason — is both vital and necessary for creating connections in our digital world. For businesses and organizations, however, their digital consistency and efficiency through platforms such as websites and social media is an inexplicitly stated requirement, not only for attracting old and new clientele, but also for building a cohesive omnichannel presence for their brand that provides users with a consistent and trustworthy experience — creating the potential for the user to become the consumer.

Omnichannel marketing is a brand strategy in which organizations use the multitude of platforms their company is active on to build their brands digital presence. How many times have you discovered a brand’s social media account — on your feed, or through a story post? Social media channels such as Instagram display sponsored advertisements for brands tailored specifically to the needs, wants, and interests of that user. More often than not, those posts contain links directly to the product and/or service they are displaying, or the brand’s website. The effectiveness of omnichannel marketing does not stem from a single brand having accounts on every social and digital platform that exists today — this would not be an effective strategy. Omnichannel marketing is only effective when an organization uses their website, and the social channels most likely to gain the attention of their target audience consistently, and cohesively. This means that users are receiving the same digital experience no matter what platform they are navigating and have the ability to access each platform through another clearly and with ease.

But what if brands went beyond simply offering links to specific products or services? How would an organization’s engagement, and potential for new customers increase if they offered digital users a website-anchored strategy, tailored to the why instead of the what of their products and/or services — this is where organizations can harness the power of a blog post. 

The following tips for uploading blog posts to the resource/news section of a business/ organization’s website are intended to motivate organizations to make the most of their digital platforms and to develop an effective, easy-access digital marketing strategy that will drive traffic to websites. 

This goes right into the root of finding the why. 

• What is your business/organization’s reason for posting a blog to its website? 
• What product and/or service are you featuring, and what specifically do you want to convey to consumers about it? 

For example, say your organization sells a line of eco-friendly pencil cases — an effective blog post could be a brief piece going into what specifically makes your product eco-friendly (the materials used, sourcing, perhaps a certain amount of proceeds are donated to a charity) — these are all elements that can be featured in a blog post. Similarly, perhaps your organization does not sell a product, but a service. Whether it’s a treatment, consulting, etc., a blog offers your business the opportunity to explain the benefits of that particular service in one concise article — and the chance to convince the consumer why they might need it. 

PRO TIP: At Christmas time, write a blog about the products you have for stocking stuffers. “10 Stocking Stuffers From our Store”

Quintessential to the consistency of utilizing the resource section of an organization’s website is to incorporate the aforementioned omnichannel marketing strategy. When a blog is posted to the news/resource section of a website, it should also be posted containing a direct link to that article on the business/organization’s social media channels (Facebook, Instagram, LinkedIn, etc.). 

Put yourself in the position of the consumer — scrolling on social media and you come across a blog post for that same eco-friendly pencil case, published by a brand that sells a variety of eco-friendly stationary, and also donates x amount of their profit to a wildlife foundation. As opposed to simply posting a direct link to purchase the product on their website and social channels, the company posts a link to a blog titled “School supplies that save: Proceeds from pencil case sales to help endangered species.” This approach of using detailed short-form articles that can be found directly on an organization’s website, as well as, through each of their social platforms, not only builds rapport with consumers by providing added detail of what it is that the brand stands for, and why the consumer should purchase their product, but also a cohesive and user-friendly experience for navigating their digital platforms, increasing the likelihood of returning users. 

The news/resource section of an organization’s website can be the deciding factor for whether or not a user decides to purchase a product/service — yes, it holds that much power. Blog posts featured across digital platforms with direct links from socials to articles to the product page tells the consumer that a brand is passionate about the product they are selling and that they have a clear mission and tone they want to convey. Blogs allow brands to express what a link to a product doesn’t and offers the opportunity to establish (and re-establish) an organization’s unique voice.

Utilizing the news/resource section of your business/organization’s website by posting blogs, news releases, etc., and by publishing direct links to them across all digital platforms your organization is active on is an effective strategy for any business that wants to thrive and connect with consumers in today’s digital atmosphere. 

Want help creating a full blog section tailored to your business? Ask us and we’ll help you!