Posting about your brand on social media has become an essential part of any business marketing plan. But if you’ve dropped your blog because longer-form content seems like too much of a commitment, you’re missing out on an important opportunity to connect with your audience and convert them into customers.
At the Content marketing agency I co-founded, I’ve seen how incredibly powerful (and successful) blogging has been for customers like OXO and Nutanix who incorporate it into their business strategies. In fact, 68 percent of marketers find blogging more effective than ever, according to the data tracking tool. Data box; brands that blog generate 67% more leads than those that don’t. That’s because blogging can be one of the best ways to bring visitors to your site, whether it’s through organic search or the call-to-action you include in your posts on another platform; I like to think of both as free digital traffic. .
If the thought of having to write blog posts on a regular basis feels overwhelming, keep in mind that one of the best parts about blog content is that it can be reused in so many ways. You can rework blog articles into social media posts, LinkedIn thought leadership articles, and editorial-style newsletters, helping to fill multiple channels at once and reach different audiences. Even if you don’t have time to post very often, as long as you post regularly, you’ll build a body of work that tells your brand story and allows customers to feel more connected to you.
There are many great blogging platforms out there and they serve different needs. Here are five of my favorites.
This might be the first place you think of when it comes to blogs. That’s because WordPress made a name for itself in the early days of self-published websites and blogs. now, 43 percent of all websites are created using the platform.
WordPress has ready-made themes and layouts, but it also has a wealth of customization options. It’s easy to manage and maintain, thanks to the number of tutorials, and it also has plugins that can help you drive sales, create newsletters, and more. The platform supports various types of media, so if you want to bring your blog posts to life with images and videos, WordPress can handle it. Another plus is that most creators already know how to use the platform, so if you’re thinking of hiring someone to help you write your blog posts, chances are they’ll be able to jump right in, with no training required. .
WordPress is best for those who want strong customization, greater control over blog function, and search engine optimization features. You can set up a site for free if you don’t mind the “.wordpress.org” pasted into your URL. If you prefer your own domain name, you can do so starting at $4 per month.
If you don’t care too much about customization, Wix is the platform for you. The drag-and-drop creator plus ready-made layouts mean you’ll be able to start typing in no time. The platform is mobile-optimized, so once you get your feet wet, if an idea strikes you for a post, you can write and post even when you’re on the go.
While Wix wasn’t always known for good SEO tools, a recent update means you can now optimize your blog posts. The paid plan is free for the first year and $22 per month after that. So you can play and catch up for free, and once you start the payment plan, you may already see the ROI.
Squarespace is the place for ecommerce businesses that want to leverage content to help them reach new leads and increase sales. And Squarespace is one of the best platforms for eCommerce functionality. With its easy-to-use platform (like Wix, it’s drag and drop) and e-commerce features (including integrated shopping carts and product pages), Squarespace is ideal for this combination of selling products while sharing the story of your brand. Prices start at $16 per month, but the platform has a free trial, so you can try it out before committing.
You might be surprised to see a career platform listed on blogs, but you can easily create “article” pages from your personal account or business page. It’s as simple as typing in your article, choosing a header image to go with it (it’s always good practice to include an image!) and clicking Publish.
I personally use LinkedIn as a blogging platform because it has the best engagement with our client base at Masthead Media and has allowed me to build a stronger connection between the LinkedIn community and my company. I highly recommend it if you already have a large following and SEO is not your priority.
If writing is a passion for you and you enjoy sharing ideas and opinions about your industry, Medium is your platform. Unlike WordPress and Wix, Medium won’t give your business a home page with a unique URL, but it does come with an already engaged audience that receives a daily email promoting the best new stories published on the site. Simply write your piece and post it, and it has the potential to be shared with millions of readers.
The platform has also launched a new payment model where popular parts can earn you money. So, if your blogging goal is to share your thought leadership with a wide audience, check out Medium.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.
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