Blogs serve an important role in the marketing mix. They help you generate qualified leads, drive website traffic, and increase search engine rankings all while supporting business growth for both small businesses and larger enterprises. According to HubSpot, marketers who prioritize blogging are 13 times more likely to enjoy positive ROI.
Not to be confused with a newsletter or a social media post which serve their unique purpose, a business blog - like yours truly - provides compelling, targeted content on industry trends and topics of interest. For maximum impact on website traffic and leads, companies should post a blog at least 4 times a week. In fact, businesses that publish 16 or more blog posts monthly receive 3.5 times more traffic and 4.5 times more leads than companies that publish between 0 - 4 monthly posts, notes HubSpot.
While frequency is essential, the driving force behind any successful blog is content. And not just any old content either; only share-worthy, quality content will capture the attention of visitors and keep them coming back for more. In addition to creating posts on new product announcements and company updates, your blog should share crucial insight on your company’s niche and the industry as a whole.
By creating content that speaks to the state of the industry, customer challenges, marketing forecasts, and other product-neutral topics, you can establish yourself as a thought leader. Here are some ways you can use blogging to position your company as a leader in your field.
Discuss Marketing Trends
Make your blog the go-to resource for learning about the latest industry trends and challenges (oil prices, the value of the dollar, Big Data). Your blogs should not only educate your target audience on emerging technology, industry outlooks, and business growth opportunities but also help them prepare for these developments.
Offer your prospects and customers your personal and authoritative perspective on major trends along with actionable advice for tackling any future challenges. Using a byline, contribute the blog to the executive. Identifying the author will lend credibility to the blog and entice readers to share your content. Even magazines are known to publish blogs from reputable sources, including links that lead readers right to your website.
Have access to a resource that provides important market statistics? Did you read an article that shares valuable insight on your industry? Sharing relevant content will ease your content burden and help you build relationships with others in the industry. Cite the source and then speak to those ideas or statistics, providing your unique perspective on their effect on the market and your/your client’s business. Your blog readers will return to get your expert opinion on different topics.
Conduct a Survey
Want to know where your customers/prospects stand on an issue? Looking for your target audience’s thoughts on new technology? Create a survey using product-neutral questions and place a call-to-action to complete the survey at the end of a blog. Once you’ve compiled all of the survey results, write a blog that delivers a summary of your findings and conclude the post with a call-to-action to download the full results. You’ll capture more qualified leads while providing them with unique insight.
Repurpose Old Content
Do you have slideshows or webinars completed for other marketing activities? There’s no need to reinvent the wheel. Recycle the information or, better yet, place a call-to-action to download the webinar or slideshow on your blog. Presentations, webinars, articles, white papers, or really any content can be repurposed and published as a blog. Before you turn old content into a new blog, contact the original source to ensure material is current and can be published publicly. Some articles may have restrictions on their reuse or feature outdated statistics.
Sharing your business intelligence will help you attract a loyal readership. Use some or all of these tactics to create authoritative content that resonates with visitors, prospects, leads, and customers.
In life I crave relationships and honest connections with people – I use this unwavering need for human interaction to make Stratus Interactive a strong, growing and culture-focused agency. When I see an opportunity to educate, guide or solve, my strategic wheels start turning- challenge accepted.
New business development and account strategy are my two areas of focus and I’ll go to my grave undecided on which I love more! The feeling of helping a prospect understand how we can solve their pain and problems and make them successful is beyond-fulfilling, but then again, the feeling of collaborating on a strategic plan and seeing it produce measurable results is a thrill all its own. I’m so grateful to work for an agency like Stratus that allows my individual and professional strengths to thrive instead of having to choose between these two great loves!
Besides my Stratus life, I have one husband, one dog, one toddler and one bun in the oven (due 2016!). I’m a wine enthusiast (as in I love drinking wine), not-so-mildly-obsessive photo-taker and photo-album maker, and I get abnormally excited about grey, cloudy days.
I hope I have a chance to build a relationship with you sometime soon – feel free to call, social or email me anytime! See all Lisa McDermott's posts.