Distributors and manufacturers will benefit from this “Digital Marketing 101” mini-series I put together, containing some basic elements to look for as you gauge your digital marketing capabilities. Don’t expect them all to be in place, but a small handful of any would be a great start. I hope you find the series helpful!


When your company publishes articles regularly, your customers will become much more familiar with and connected to your company, fostering profitable relationships. Consistent publishing of articles creates a loyal following of customers and professionals who will appreciate your insights, consider you a thought leader, and be encouraged to learn more about your company and how your company can benefit theirs.

Begin by Recognizing the Purpose of the Blog

If you’re unsure where to start, think about what the blog should be about, such as a glimpse behind the scenes at your company, how your products and services have helped other customers, events that would benefit your customers, etc. Develop your content in a way that will create a rapport with buyers. Share information and use a style that reflects your company’s personality and culture while keeping the main spotlight on your customers.

One of the most significant benefits of publishing blog articles is that doing so will position yourself and your company as an expert in your field, which, in turn, will help attract more potential customers.

Choose a Catchy and Informative Name for the Blog

When starting a company blog, one of the most important decisions you’ll make is what to call it. Your blog’s name can help to set the tone and capture the essence of your content. It also should be informative so readers know what to expect from your blog. Here are two tips for choosing a catchy and informative name for your company blog.

Keep it short and straightforward. The name should be short and easy to remember, making it more likely that people will remember and visit it regularly.

Keep the audience in mind. When choosing your blog’s name, consider who should read it. What kind of phraseology or syntax will appeal to them? What topics are they interested in? The tone and content of your company’s blog should ‘speak’ to your target audience.

The Structure of Your Blog Matters

The written word is a great way to connect with customers and share company news, but formatting blog articles for easy reading can be challenging. Here are five tips to remember as you put your blog together:

– Use headings and subheadings to organize your content.

– Write in short paragraphs.

– Use lists whenever possible.

– Use images and videos to break up the text.

– Make sure your font is easy to read.

It’s About Quality, not Quantity

To have a successful blog, one that your ideal customer would want to return to, you must write quality posts that are interesting and engaging. Keep the following in mind as you put your blog together:

Know your audience. Ensure you know your target audience and what each audience segment is interested in.

Write about what you know. Writing about topics you’re familiar with or an expert at will show in your writing, making for more engaging posts.

Be creative and use multimedia. A picture is worth a thousand words, so use images, infographics, and videos to add visual interest to your posts.

Using Images and Video to Improve Readability

Long blocks of text can be daunting to readers, which is why we break up content with pictures and videos. Not only does this make your blog more visually appealing, but it increases engagement and can also help you communicate your message more effectively.

Showing your readers instead of telling them what you mean can be especially helpful when explaining complex concepts or introducing new products or services.

Images and videos also help to break up the monotony of a long blog post and keep readers from getting bored. If you’re struggling to develop ideas for topics to write about, using multimedia to supplement your content can add variety to your blog while providing valuable information to your audience.

To attract and retain readers, you must provide them with a good experience. Whether through engaging blog posts or multimedia, your readers will appreciate the effort you put in to create useful and appealing content.

Engage With Readers in the Comments Section

Engaging with readers in the comments section of your company’s blog is an effective way to capture feedback, start a discussion, and show your audience that you’re listening. Not only is it essential to respond to comments, but also to moderate them. Spam or rude comments should be deleted. Questions or concerns from readers should be promptly responded to. Doing so is a sign of attentive customer service. You’ll also gain valuable insights into your audience’s wants and how they feel about your company.

Overall, the best way to get the most out of comments is to ensure they are helpful to your readers. If you answer a question, try to answer it in a way that helps all of your readers solve a problem or take action.

Promote Your Company’s Blog on Social Media

Blogging is a great way to improve your company’s online presence and connect with customers, but how can you make sure people see your blog posts? One way is to promote them on social media.

Twitter, Facebook, and LinkedIn are good platforms for promoting your blog content. You can share links to your blog posts on these networks and drive traffic back to your website.

In addition to sharing links, you can also post excerpts and share images from your posts. And don’t forget to use hashtags. They can help you reach a wider audience.

By using social media to promote your company’s blog, you will connect with more buyers and increase traffic to your blog. Social media ads can also help you reach a wider audience.


Your blog can be a powerful marketing tool for your company or product when you post regularly and create content that matters to your ideal customers. Remember to target your audience and use keywords to help people find your blog. Also, use social media to promote your blog and interact with your readers. A successful blog can help you build a strong online presence for your business and help you strengthen customer relationships.

Include relevant keywords throughout your posts so potential customers can find you quickly when searching for information. Additionally, use social media platforms to share links to your articles, which will increase traffic to your website.

About the Author

Susan Merlo, Founder of The Digital Distributor, isn't just a consultant; she's a catalyst for growth. She and her team deliver strategies, tools, and training that bridges distributors' traditional selling methods with digital marketing and lead generation.

"I believe the digital sales and marketing strategies that are available today can level the playing field for any distributor, regardless of size. In fact, today there's no reason for any distributor to be left behind.

For that reason, we provide Done-FOR-You Services for those distributors who do not have the staff, bandwidth or budget to implement these strategies on their own.

We also deliver Done-WITH-You Services that include everything from getting your staffing in place to training your sales and marketing teams on what works and how to implement and manage these strategies on their own."

To learn more about the value distributors can glean from even the very basics of implementing digital sales and marketing strategies, be sure to subscribe to our blog, below.