While it might seem rather dramatic to say that a small business blog is the center of anything, there’s actually a solid reason to make that statement:

Content Marketing revolves around written content.

That’s why your blog is the center of your marketing universe, or, at the very least, your brand’s Solar System.

Well-written, branded content is your brand’s sun; everything revolves around it. Without it, your online marketing can be dark and lifeless. But with it, your brand can shine through, and its gravitational pull can draw in sales from any corner of the digital world.

Wait… what?! 

To explore this idea, let’s go back to school for a lil’ marketing science.

The ultimate goal of any marketing is to get your brand in front of as many potential customers as possible. Then you can — eventually — convert them into customers, increase sales, and grow your business.

There are many ways to promote your brand in “real life” or the physical world: mailers, postcards, signs, mailers, ads, car wraps, posters, sign twirlers, or heck – even planes flying with banners over the beach!

But as we know all too well, just getting eyeballs on some promotional material doesn’t automatically translate into sales. (Oh, if only it were so simple…!)

And in the digital, online world, there are as many options (or maybe more options!) for promotion: Facebook, Instagram, Pinterest, TikTok, Twitter, LinkedIn, YouTube, newsletters, websites, podcasts, press releases, review sites, guest blogging, search engines, email lists, ads…

But no matter how you promote your brand — in the real world or online — there is a single destination you want potential customers to visit: your business.

Whether you have a brick-n-mortar store or online business, you need traffic. You need to get people through the door or onto your site. Only then can people see what you offer, weigh their options, and make a purchase. If they can’t get to you, they can’t buy from you.

That’s why you need a blog full of well-written content about your brand and your business: to pull people into your site so that customers can learn about you online.

Because once you write an article on your blog (like this one you came to read on our blog), you can create posts on all your social media channels pointing to it.

These blog posts draw customers in from socials, right into your world.

When you write authentic, branded content, search engines start to attribute frequently used words, phrases, and ideas to your brand’s products and services. So all the things you write about on your blog, over and over, become connected to your company. 

But, what does “authentic, branded content” mean?

It simply means talking about all the things you already know about your business. It means using the same words you say to your customers all the time. You know the ones — those things you naturally say again and again (and again!) when you talk about your “stuff” (whatever you offer or sell). It’s all the things your brand can’t live without.

For example, this article discusses how “well-written blog posts should be the center of any content marketing plan for a small business.” So those are three key phrases Bloggin’ Ninja customers might use in a search: “blog posts,” “content marketing,” and “Small Business.” 

So once this “Content Marketing Universe” article is written, optimized, and published, those words will help this post get found and served up by search engines.

We’ll also post a few little “breadcrumbs” on socials (versions of the graphics on this page, posted with text that includes those same key phrases from above) to draw people in. Then anyone – like you! – can follow the trail here to learn how to build their brand story using Bloggin’ Ninja.

Once your article is written and posted on your blog, search engines will serve it up to customers when people search for the words or phrases you used in your post.

And the more posts you write, the more words get attributed to you, the more you get served up, and the more eyeballs you’ll get. So content marketing is a numbers game; the more posts you write, the more you’re found.

That’s why blog posts are the cornerstone of all content marketing. Your blog is the sun around which all marketing should revolve. It’s the magnet that’s going to pull people to your site, so they can learn about your brand, buy from you, and grow your business.