Why I think evidence-based blog writing is the future of marketing
By Danielle Bult
It’s no lie that in the last few years, blog writing has been a common means of marketing for many different business types. If you look at your favourite brands, 9 times out a 10 they will have a ‘blog’ or ‘journal’ section on their website, filled with dozens of articles and educational information surrounding their niche. The blog section on a website is so valuable to both the business and the consumer as it builds trust. It allows the consumer to understand the business from a different perspective and lets them know they are more than just a few products and great ingredient lists... this brand actually knows what they are talking about and understand the science.
Consumers are smart these days, and they’re only getting smarter.
When it comes to the products they are applying on their skin, they want to know that it is backed by the research. However, a lot of the time they don’t want to do the research themselves. Looking up various journal articles on Google Scholar and trying to debunk the crazy expert language they use. This is where evidence-based blog writing comes in.
As a blog writer myself, I’ve read a lot of articles. Some are completely inaccurate, and this is the root cause of where misinformation begins. It spreads like wildfire within the beauty and skin industry.
Most articles are great and accurate. I’ve read some incredibly talented blog writers posts in the past. Some have such great knowledge alone, without the use of evidence. A lot have degrees in the field and this is where the knowledge is coming from, as well as, experiences within the industry in the past.
However, very little, if any are backed by evidence. Where does that leave consumers that have limited knowledge about skincare and want to see the evidence? Are we expecting them to just trust us?
Evidence-based blog posts can be fun and easy to read when it’s been broken down in layman's terms. We’ve seen this time after time on YouTube, where influential social figures like Skincare by Hyram produces evidence-based, easy to understand skincare content for his viewers.
I believe this type of content will slowly seep into the blog writing and marketing field. It’s only a matter of time.
If you need an evidence-based blog writer for your skincare business, please click here and let’s chat!