We talk a lot about optimizing webspace . It’s the practice of going beyond a brand’s site or blog to create an overarching online marketing presence. Any approach that doesn’t encompass every element, from e-commerce to social media, will create an incomplete, confused or broken machine that isn’t ready to take on a well-rounded marketing strategy.

In this series of articles, we’ll break down different parts of webspace, explaining what they mean and why they are important.

Owned media has many different aspects and may seem daunting. But it’s also the most accessible and easiest means by which connect to your audience. At the centre of this is your brand’s blog. So what are the benefits of brand blogging?

Why have a blog?

Every client is different. They have different brands, different products, different attitudes and different approaches but most want the same thing: to get their brand known. When they ask if they really need a blog, the answer varies depending on what they are hoping to achieve.

However, a blog can be the heart of a brand’s owned media. It’s the motor that keeps it running. It provides the content that drives individuals back to your website. How can you get involved with social networks, your email databases and other channels without having something to say? For most companies, your website and blog exist to tell the world what you’re about and why they should care. Your site does it on a basic level, but your blog lets you go off on tangents.

What do I blog about?

It’s at this point that some start to worry about what they should blog about especially when, for best SEO results and more, it’s advised you blog at least once a week. While understandable, this anxiety is often misplaced – you’re already an expert in your field so talk about what you do. After all, that’s what your customers are most likely to be interested in.

McDonalds Canada is a great example of this, as can be seen in the fast food giant’s behind-the-scenes feature showing how burgers are photographed, hosted on . By being completely transparent about the dark art of food styling, the brand has taken something it knows intimately and created positive, engaging content that keeps its consumers interested and informed. The video has earned more than 9.5 million views.

When we worked with Formula Wine (website currently out of commission), we knew we could take their expertise and put a fresh spin on it. Proving that wine can be just as enjoyable an ingredient as it is something to be drunk on its own, we worked with some of the best bars in London to showcase a selection wine-based cocktails, creating recipe cards people could follow at home.

This is just one example of how we’ve used a brand’s existing know-how and worked with others to create useful content . Updating your blog once a week may seem daunting, but you already have the knowledge and expertise to share with your customers. We’re here help bring it out. Talk to Quad on or email us at .