Blogging is a low-cost marketing asset with long-term returns. It is strongly related to attracting high-quality traffic, generating new supporters, and increasing awareness for your mission. Yet, the impact of blogging extends to several major marketing benefits which is why your organization should have a blog.
Blogging helps you in respect to search engine optimization (SEO).
The more blog posts you publish, the more indexed pages you create for search engines to display in their search results. In other words, blogging helps you rank higher in search engines and get found when people search for your organization or cause-related terms. The blog enables you to attract organic traffic and familiarize people with your organization. Even if they are looking for information about your mission and not you.
Blogging is an asset that lets you tell your nonprofit’s story.
So if you have some success stories to share, a blog will help you earn people’s trust and support, and stay top-of-mind for your community or industry
Keep in mind that while your blog you need to find ways to:
- Feature your advocates
- Build thought leadership
- Earn people’s trust
Blogging gives you valuable real estate to place calls-to-action (CTA)
Calls-to-action encourage website visitors to complete the action you want them to. At this stage of the game, you are trying to retain your blog readers and engage them further with your website and your content. So you might ask them to sign up for your newsletter, attend your informational event or download a free guide that you have.
Things to keep in mind:
- Make blog CTAS match the content you have written to the offer you want to highlight.
- CTAS in sidebar: one possible placement of calls-to-action is the sidebar of your blog. you can create banners to advertise some of your top-performing offers and add them to your blog for visitors to click on. You can always you pop-ups or slide-ins as well to promote your content.
- CTAS in blog posts: You can place calls-to-action within the blog post itself, at the beginning, middle or end of the article. Also, don’t forget to create contextual calls-to-action, by hyperlinking keyword to appropriate offer that you have.
Now that you know why you should blog, you might be wondering should you have one or multiple blogs? In some cases, when you are targeting niche audiences with very different needs, it might make sense to create separate blogs. Yet it’s always better to start with one blog and then consider further segmentation. It’s better if you integrate your efforts. The content creation and management process take a tremendous amount of work and time. You need to minimize the work and maximize the profits.
In general, you are able to separate content by tagging it with appropriate keywords. So when people search these keywords, they will arrive at the specific blog post and receive further information. To be successful at this task, you need to have a clear understanding of who your customers are.