Sustainable Brands: Yes, You Need a Blog in 2024
In brainstorming this intro, I was laughing about starting with: “Blog. Sounds like bleurgh or any other word vomity sound you might make.”
I mean, it’s honest. And I’ve certainly had conversations with CEOs and emerging brands who view their blog that way. And for these busy people, I get it.
Time is a luxury, resources are tight, and competing in a digital world saturated with content seems like a heck of a lot of effort.
I’ve worked with clients who’ve relied on social media platforms as their sole distribution channels. And while I understand how they’ve prioritised their operations, this (and I say this with love) is short-term thinking at its finest.
Because content strategy is a long-game. And if you go about it the right way, prioritising your blog leads to improved content efficiency and a higher ROI than just winging it on the socials.
Are blogs relevant anymore?
For years, blogging has been “circling the drain.” And yet, it remains a successful way to build your brand. In fact, it ranked within the top five most popular content forms in 2023.
Specifically, blogging helps to:
- Educate your audience
- Build trust and authority
- Position you as an expert
- Gather customer insights
- Grow search engine traffic
- Enhance customer engagement
- Showcase your brand personality
And yes, it is easier than ever to produce low-quality blog content since AI exploded onto the scene. But that doesn’t mean you should abandon your blog—quite the opposite.
This is an opportunity to stand out with high-quality, thought leadership content that you—and only you—can generate.
This kind of authenticity resonates with your audience, which earns their loyalty. And it also gives search engines rich, original content to latch onto and promote.
And let’s not forget that hosting your blog on your website means you’re in control of your content. You’re not renting space, as you are on social media platforms, and that means you won’t fall victim to unfavourable algorithm changes or reduced platform engagement (think X, RIP Twitter).
Long-form blog posts are still one of the most popular forms of content. Source: Semrush, State of Content Marketing Global Report.
3 ways to write a better blog in 2024
It’s one thing to agree that your blog matters. But it’s another to put it into action in a way that doesn’t just add to the din.
The good news is the current digital world lends itself to creating blog articles that really can stand out in that sea of sameness. You just need to know how.
1. Flip the funnel
First, focus on the most bang for your buck. AI can produce that top of the funnel (TOFU) content in the same time it takes you to make a coffee.
So while you shouldn’t ignore TOFU content altogether, Lee Densmer, Fractional Head of Content at Globia Content Marketing, suggests turning the content funnel on its head.
This means fewer “what is” and “beginner’s guide to” pieces in favour of more unique perspectives, expert interviews and articles on industry developments.
In flipping the funnel, you’re writing for people who are more engaged with the problem you solve, so you build a community of engaged, problem-and-solution-aware fans.
These are people who are also much closer to becoming customers, meaning a shorter buyer’s journey that costs you less.
Brands should concentrate on middle and bottom funnel content in 2024. Source: Lee Densmer, Fractional Head of Content at Globia Content Marketing
2. Create genuinely helpful content
I heard a story from the CEO of a mattress company (stay with me). He wanted to build his content library, but couldn’t think past describing and comparing the different mattresses he sold. Not the most invigorating read.
That was until he thought about what his customers needed to know around the product, not just about it. And that resulted in an article entitled, “How and where to dispose of your old mattress.”
Isn’t that brilliant?
As a prospective customer, that might be something I hadn’t even thought of in my mattress pursuit. I’d see this company as an authority who’d really thought about my needs, not just the sale.
So while you can use your blog to sell, that shouldn’t be its primary purpose. Use it not to write about your product, but around it.
3. Use stories to tell, not sell
Humans thrive in a tribe, and no amount of evolution has changed that. If anything, human connection is more vital than ever, as we stumble into the world of AI.
We’re wired for connection because it increases our chance of survival. And what creates connection? Emotion.
You can use your blog to tell stories about real people and communities that your brand impacts. Make sure you home in on the emotional aspect of the story, which isn’t manipulative if your product really does do good (I know it does, that’s why you’re here).
3 brands writing blogs well
There are many purpose-driven brands with excellent blogs. And that’s because their values and vision extend beyond selling. They care about the same causes as their audience does, and their content reflects that:
1. Oatly
Who wants to read about oat milk? Apparently quite a few. And Oatly’s successful blog covers that and more. From addressing milk myths to petitions on climate issues, it’s a hub of helpful content that people interested in switching to plant-based drinks find engaging.
2. Patagonia
Patagonia’s blog is actually named “Stories“—need I say more? It weaves a narrative around environmental activism, sustainable practices, thought leadership, and real people’s lives.
You barely see the product, if at all. Instead, you get a sense of a brand that truly cares and uses its platform to connect people with each other and with the earth.
3. DAME
I’m a sucker for brands working to reduce period poverty and social stigma, as well as their environmental impact. One of these is DAME.
DAME’s blog offers helpful educational content about their products and the menstruation experience in general. This includes topics like Herbal Remedies for Period Pain and 15 tips for better sleep on your period.
Period education can still be hard to come by, so DAME’s blog is a valuable resource for its readers.
If you’re serious about your business, blog
The bottom line: blogging is important for your business, still. It’s the perfect place to build community, help your audience and educate beyond your product.
It doesn’t have to be perfect and it doesn’t have to be daily. Just helpful and honest. Your readers will appreciate it.
