Even with the rapid growth of social networks and the constant emergence of new platforms, blogs continue to stand firm as one of the most strategic pillars of digital marketing. And it is not by chance. In addition to helping with site ranking on search engines like Google, they also serve as a support point for conversions, lead generation, and brand authority building.
“Blog content is lasting. A good post can continue to attract traffic for months or years, unlike the volatile reach of social networks, which depends on algorithms and timing,” explains Ana Paula Matos, marketing head of the digital agency TEC4U.
According to her, well-structured blogs with a focus on SEO are essential tools to increase organic traffic — that is, traffic that does not depend on paid media investment.
But it’s not enough to write well. Content needs to be tailored for search robots: this includes using relevant keywords in titles and subtitles, as well as how images are named and pages structured.
“SEO is the engine that makes content discoverable. The text needs to be traceable, understandable, and attractive to algorithms, but without losing its naturalness for the reader,” says Ana Paula.
In addition to the technical impact, blogs also play an important role in the consumer’s journey. Educational content or content that addresses real doubts from the audience — such as tutorials or practical tips — helps build trust and prepares the user for a purchase.
Another point in favor of blogs is the ability to integrate with other aspects of digital marketing. Sharing content on social media, using access data to suggest new topics, and even capturing leads with strategic forms are practices that increase reach and deepen the relationship with the audience. All this without the need to launch a new paid campaign every week.
“It’s a channel that educates, attracts, converts, and retains — all in the same environment. And the best part: with lower costs and consistent results,” concludes Ana Paula.
