Content marketing involves distributing marketing collateral involving texts, images, videos, audio, etc. Up until recently, almost all content was created by the company or its third-party marketing agency. User-generated content has been enabled by social media, online reviewing, and online comments. This variety of content is not only free; it’s the most authoritative content, in that people who have actually engaged with the brand are broadcasting their honest, factual opinions for all to see. This article takes a look at why leaving comments on blogs and other online content is a good idea for both brands and their customers.
Grow your audience
Droves of people are reading a blog articles every day. Sometimes it’s for information to solve a problem in their lives; sometimes because they’re interested in the topic being written about. Many blog readers will look through any available comments to glean further information. By commenting on blogs, a brand gets its name out in front of an untapped market population.
Share links
Back links (or links that point from other websites to a business website) are a critical SEO component. They show that websites trust the brand enough to be willing to link to it. By adding links into comments (that provide further information on the subject), a brand can generate more back links and eventually traffic for the website. However, it should be remembered that there is a fine line between being helpful and forcing your content on people.
Reputation
Commenting on blogs can also improve your brand reputation – if you’re doing it right. Typing and sharing links to original, innovative industry information, that helps people fulfil their needs, will eventually give a brand the status of thought leader. People who want to know about an industry will turn to thought leaders for guidance and authority. The good reputation that thought-leadership awards will translate into more followers and, ultimately, leads.
