How Blogging Builds Trust and Brand Loyalty In The Age of AI

Is business blogging truly obsolete? Explore why blogging should be a central part of your digital marketing strategy and how it remains essential in today’s evolving landscape.

Despite some digital marketing experts claiming that “blogs are dead,” this assertion overlooks the significant role blogging plays in modern marketing. With advancements in AI and the growing need for trustworthy content, blogs are crucial for building trust over time. They are not a quick fix but a long-term strategy that, like Warren Buffett’s investment philosophy, yields substantial benefits with persistence.

Blogs contribute to brand awareness, draw in qualified leads, and strengthen the bottom line through consistent, valuable content. Many ecommerce and service-based businesses might view blogging as unnecessary, reflecting an outdated perspective. However, as audience behaviour shifts and AI transforms search methods, content remains vital for attracting and nurturing customers.

In a world where AI dominates search and attention spans are shrinking, blogging has never been more important. Discover why focusing on your blog can help your business stand out, build credibility, and connect with your audience in a meaningful way.

The way we shop online is changing

Recent data from Google shows that approximately 53% of customers research products or services online before making a purchase. This highlights the importance of having informative content available to guide potential buyers through their decision-making process.

Effective content can sway users’ purchasing choices and provide them with the information they need to make well-informed decisions. Even if your website doesn’t appear at the top of competitive keyword searches, there are still opportunities to connect with potential customers through strategic content placement. For instance, your content can be featured in sections like “People Also Ask” or as an organic link below the Shopping Carousel.

These content placements offer valuable chances to engage users and drive traffic to your site, even if you’re not in the top search results. By focusing on creating valuable and relevant content, you can enhance your brand’s visibility and influence customer decisions in a competitive online landscape.

Creating content with referral links to your products or store is an effective method to reach customers who are in the research phase. For example, Casper effectively uses content to promote their mattresses and pillows, helping potential buyers learn about their products before making a decision.

Content will help you weather generative search

Customer behaviours are changing, and so is Google.

Google’s integration of AI is now underway, with AI Overviews set to transform how we search for products.

AI-generated results will combine products, blogs, and local-pack information to deliver more tailored and personalized search results.

Although you can’t directly control which products Google features in its AI-driven results, focusing on custom content for longer-tail keyword searches might improve your visibility.

For instance, a search like “Best frame for a 12×16 picture” could benefit from such targeted content.

Brand ethics are more important than ever

Research indicates that consumers, especially younger ones, are more inclined to stay loyal to brands that focus on sustainability and ethical practices.

Blogging about your company’s sustainability efforts and ethical practices can be an effective way to share your story and connect with your audience.

For example, Nordstrom maintains a blog called Nordstrom Now, which highlights its corporate initiatives. Similarly, Kohl’s and other brands use blogs to showcase their efforts.

Blogging builds brand loyalty

Content marketing can be a powerful tool for building brand loyalty.

A study from Vietnam showed that relatable digital content increased perceived brand loyalty, and a similar finding was reported by the Pakistan Journal of Social Sciences.

Blogs are an effective way to engage with customers and shape their view of your brand.

Here are some types of content to consider:

Content that highlights the human aspect of your brand.
Entertaining and relatable content through storytelling.
Educational content that helps customers make informed decisions.

Authorship is powerful for branding

People are more inclined to link to and share content from trusted sources. Building authorship on your platform can help establish that trust.

Many C-level executives have not considered sharing their expertise through a blog or other platforms. However, sharing industry knowledge can significantly enhance both your business and personal brand.

Encourage company leaders to contribute to your blog and share their insights on social media. This approach can generate more interest and loyalty for your business.

Blogs can aid in conversion optimization

Blog content is an effective tool throughout your sales funnel.

At the top of the funnel, providing valuable information can attract visitors to your site. Once they arrive, use incentives, like newsletter sign-ups, to collect their contact details for follow-up.

As leads progress through the funnel, use content to guide them towards making a purchase decision.

For example, my digital marketing company uses technical SEO checklists and evergreen guides from our blog to assist customers in their decision-making. These resources also enhance our brand’s authority.

Additionally, you can repurpose evergreen content into attractive ebooks or downloadable resources to further establish your company’s expertise.

Blogs can be repurposed across multiple channels

Blog content can be repurposed across various channels to reach a broader audience.

You can turn existing blog posts into:

Email newsletters
Social media updates
LinkedIn articles
Webinars

Additionally, blog topics can be adapted into other formats like video or audio for different platforms your company uses.

Conversely, it’s beneficial to share any external content on your blog as well. For instance, posting YouTube videos on your blog with a brief informative write-up can help improve their visibility in Google’s search results.

Business blog guidelines

Here’s a straightforward summary of essential blog strategy steps:

Define Goals: Set clear objectives for your content, such as increasing brand awareness, generating leads, or boosting engagement. Ensure these goals are specific, measurable, attainable, relevant, and time-bound (SMART).
Understand Your Audience: Collect data on your audience’s demographics, preferences, and pain points. Create detailed buyer personas using surveys, social media analytics, and customer feedback.
Conduct a Content Audit: Review existing content to determine what’s effective and identify gaps. Use this insight to plan future content that aligns with your audience’s interests.
Plan Content: Develop a content plan that includes various types of content (e.g., blog posts, videos, infographics, podcasts) to address different stages of the buyer’s journey.
Schedule and Manage: Use a content calendar to schedule your posts and maintain a consistent publishing schedule.
Measure and Optimize: Track performance using key metrics such as traffic, engagement rates, and conversion rates. Adjust your strategy based on this data.

SEO Considerations:

Focus on User Intent: Align content with user queries and needs. Address the intent behind search terms.
Optimize for Voice Search: Use natural language and question-based keywords to cater to voice searches.
Leverage AI: Utilize AI tools to analyze content success and personalize offerings based on user behavior.

Enhance Engagement:

Interactive Features: Add polls and surveys to engage readers and gather their opinions.
Visual Content: Create infographics to simplify complex data.
Downloadable Resources: Offer ebooks, white papers, or checklists in exchange for email addresses to support lead generation.

Implementing these steps will strengthen your blogging strategy, aligning it with your business goals and audience needs.

Business blogs: Your world of untapped opportunity

In the competitive ecommerce environment, blogs offer an additional source of traffic that can be very beneficial for your business.

I’ve seen various ecommerce businesses grow by writing blogs on topics ranging from aftermarket truck parts to home fitness products.

A major advantage of blogging is the flexibility it provides. You can write at your own pace or employ a team of skilled writers. It’s important that these writers have expertise in the relevant field—such as having a pest control expert write about pest control, and a legal expert handle legal content.

Unlike paid advertisements, the traffic from blogs continues to benefit your site even after you stop investing in them. Over time, this can enhance your authority, improve your search rankings, and ultimately boost your business’s revenue.