Is there a relation between brand asset management and blogs? We had blogs long before Facebook and even years before Google. In 1994, the first blog post was published. Today, more than 25 years after, blogs are still an important component of the current web experience. In the B2B area, blogs are extremely popular, with 89 percent of marketing teams using blogs to communicate content by 2020. This history begs the question: Why do blogs, especially for B2B marketers, have such staying power in a world where technology changes at the drop of a hat? And how can you make the most of blogging’s potential?
For good reason, business blogging is becoming increasingly popular among internet businesses trying to expand their reach, generate sales, or attract a new or broader audience. Companies can present quality examples of their work and create a more distinct brand for their business by creating blogs, which in turn builds a more appealing business model and enables expansion. Business blogging accomplishes three key goals: it raises brand awareness, creates credibility and competence, and connects businesses with customers and the broader public through shared interests.
From visible aspects like colors and typefaces to details like smells, sounds, and values, your brand is the core of many moving pieces. You worked hard to create these pieces that will help to promote and support your brand name. The next step is to manage these brand assets proactively so that your staff can recognize and use them. The importance of effective brand asset management cannot be overstated. It’s the most effective way to ensure that your brand values are appropriately reflected at all times, regardless of who is working on your projects. Brand management requires the implementation of rules and processes that govern where assets are held and how brand aspects are used.
Why use blogs for brand asset management?
1. Blog Marketing Is Relatively Cost-Effective
Depending on how you approach it, writing a blog post can be highly cost-effective. You can hire someone in-house to conduct the research and write the post, but this will take some time. Outsourcing blog creation to agencies or freelancers is also an option, and depending on the type of post you need, you can pay anywhere from cents per word to dollars per word. If you already have a website, you can add blog post pages to it without dramatically boosting expenditures when it comes to publishing the post for your business (or increasing them at all, in many cases).
The most successful blog entries are frequently evergreen. This implies they aren’t time-sensitive, and the information can be useful to future clients for months or even years. While you may need to update them every year or two, especially if they contain facts or statistics that may change over time, the body of the text can be used for marketing purposes for a long time. This can result in a low cost of acquisition for this sort of marketing, regardless of how much you pay for your blog posts.
2. Blogging Improves The SEO Performance Of Your Website
The purpose of a blog article is to give readers more than just facts. They’re a great way to improve your search engine rankings. Every article you write should include the following elements:
- Include some keywords that consumers use to find information about your products or services (brand).
- Address specific searcher intent. For example, if the keywords you’re targeting are “cost of copy machine replacement,” “copy machine replacement versus repair,” and “copy machine service in Miami,” the searcher is likely trying to figure out whether they should replace or repair a business copy machine in the Miami area. Your content should be highly relevant to that intent and include helpful information about what drives costs and when a replacement is preferred over a repair.
- Answer some common questions people might have related to the search. Search the keywords yourself in Google and you can see “people often ask questions” to help guide your content.
- Include internal links to other pages on your site that are relevant.
- Include external links to authority pages that support your content’s facts and stats.
3. Blogs Let You Provide Relevant, Up-To-Date Information
When compared to competitors that don’t blog regularly, businesses that blog consistently earn 67 percent more leads per month. The following are some of the reasons why it’s critical to blog regularly:
- It fosters trust. If your audience notices that you routinely write once a week, you establish yourself as dependable and possibly a solid business partner, which will have an indirect impact on your brand.
- It maintains the content up to date. Fresh material aids in the relevancy of your website on search engine results pages (SERPs). Consistent blogging also allows you to address hot issues to get more search engine visitors throughout the year. While evergreen blogs are essential for long-term success, you may still produce time-sensitive content if you blog consistently.
- It enables you to impart knowledge. When it comes to business purchases, education is often a driving factor, and blogging is a terrific method to establish a strong website and engage in content marketing that provides plenty of information for current and potential customers.
4. Blog Content Can Easily Be Repurposed for Other Marketing Efforts
Because you can use your blog entries to develop content for other channels, blogging is an excellent basis for your total content marketing campaign. Another reason blog marketing is so cost-effective is that, if done correctly and with the right marketing automation tools, the effort you put into writing a blog post can be spread across numerous channels.
Repurposing content from blog entries can be done in a variety of ways, including:
- Convert the post’s statistics and facts into an infographic. Include it in your post and share it on social media or your landing page.
- Make an explanatory video out of a portion of your content to share on YouTube and social media.
- To generate traffic to your site, take snippets or data from the blog post and publish them on social media with a link to the entire blog piece.
- Combine blog entries on related topics to produce eBooks or other long-form files that you may utilize to generate leads.
- To help drive visitors to landing pages or posts, create automated email campaigns that incorporate some of the most engaging snippets from your blog entries.
5. Blogging Lets You Share Your Brand Personality
Although high-quality landing pages are critical for increasing sales, your company blog is where your brand can truly shine. Blogging as a business allows you to show off the personalities behind the brand while also informing your audience about your mission and beliefs.
Why Is Brand Asset Management Important?
Your company’s identity is its brand, and your assets serve to shape and maintain that image. Having access to these assets guarantees that your marketing projects are consistent and clear. Digital assets have prompted proactive management as well. Digital asset management is a subset of brand asset management that is primarily concerned with digital media and content. This is due to the ease with which digital files can be copied, shared, edited, and misused. For example, a lesser-known company might create a logo that looks similar to yours so that people will misidentify it with yours.
A digital asset manager might invest in media monitoring services to prevent brand abuse like this. Media monitoring maintains an eye on digital channels to check whether other brands are plagiarising or stealing your content, or causing harm to your brand’s reputation in any other way. It also assists you in locating any branded content created by your firm to verify that your brand is accurately represented. Brand asset management guarantees that all of your brand assets, both digital and physical, are properly identified and utilized.
How To Leverage Your Brand Assets For Better Results
It’s time to put your brand assets to work for you now that you’ve identified them. Here’s how you can improve your campaign outcomes by leveraging your brand assets:
1. Invest In Brand Asset Management Software
A third-party organization is a necessary component of any effective brand asset management plan. This is usually a purpose-built brand asset management system or software that keeps all of your files and documentation in one place. Marketing and related teams will benefit from an asset management software. It’s a place where you can keep all of your brand elements, grant access privileges, make files searchable, and publish brand rules.
2. Use Your Brand Assets Consistently
Building familiarity requires consistency. How would you react if Coca-Cola switched to blue cans or McDonald’s switched to crinkle-cut fries instead of shoestring fries? Would you have a different impression of such brands? Consistency is a skill that only the best-in-class brands have perfected. They stay committed to their clients by defining and meeting specific expectations. This also entails adopting consistent branding elements across all of your digital and physical channels. The logo on your product packaging, for example, should match the logo on your website and social media profiles. Always keep in mind that branding is a marathon, not a sprint. People will take time to associate your brand elements with your organization. Please don’t give up! To get the message out, use your brand assets in every marketing campaign, blog, commercial, PR event, social media post, and other touchpoints.
3. Watch Your Competitors Closely
Imitation is said to be the highest form of flattery. Unfortunately, if your competitors replicate your brand attributes, all of that flattery can backfire. This is a pretty typical event in advertising and marketing, and it’s something that businesses should keep an eye on. If you have brand assets that aren’t protected by trademark or copyright, the stakes are even higher. Take extra precautions to safeguard all of your hard work. In this manner, if a competitor decides to flatter you, you’ll be able to sue and protect your brand’s reputation.
4. Test New Brand Assets
Your brand asset library will expand as your company expands. However, before releasing new brand assets to the public, each one should be thoroughly tested to verify that it is consistent with the brand you’ve already developed. Consider how a new asset will fit into your overall branding and marketing strategy. Is it easily recognizable? Is it distinctive enough? Look for possible parallels with competitors as well. Make sure you aren’t infringing on someone else’s brand, as this might ruin your efforts and lead to legal problems. Use your new brand asset in conjunction with your company’s name or other recognizable brand aspects until you’re confident that people will recognize it. When employed appropriately, brand assets can increase the return on investment of your campaign.
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