At a recent conference in Raleigh, NC, the renowned SEO Strategist/Author and NYU Marketing Professor, Matthew Capala, made the following statement:
“Blogging is the very foundation of your online marketing efforts.”
This is a very bold statement. And he is absolutely correct. Yet for whatever reasons few businesses realize it, acknowledge it, or put it into practice. Capala’s point was simple: blogging is where it all starts—building awareness, driving leads, establishing thought leadership, and arming your site with ongoing user-friendly content. Businesses that don’t blog consistently are making a fatal mistake in the digital era. Consider the following:
“Companies that blog are 13 times more likely to drive ROI.” (Hubspot)
“79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.” (Content Marketing Institute)
“82% of marketers who blog see positive ROI for their content-driven marketing.” (Hubspot)
“Blogs give websites, on average, 434% more indexed pages, and 97% more indexed links. (Inbound Writer)
Why Blogging Is So Important For Companies:
1) Build Awareness & Thought Leadership
Having a great website—an optimized, responsive, user-friendly site—is obviously a must. But if you aren’t updating it with rich content weekly or pushing it out to social channels, then your site does you no good. It’s like having a high-performance sports car and leaving it unused in your garage. Blogging is the best way to add relevant content to your site and then push it out to social channels to develop critical awareness and thought leadership. Think of it like this: your company blog is a glass of cold, fresh water for customers who are dying of thirst.
2) Drive Qualified Traffic
Getting the right message to the right people in the right way is the best way to drive qualified traffic to your site. No matter what your industry, whether you are a B2B or B2C, if you are not blogging regularly and strategically, then you are leaving potential new business on the table. Period. You are missing out on driving qualified leads and you are putting steel handcuffs on your ability to achieve and sustain sales growth. Blogging regularly, 5 to 7 times a month, and pushing those blogs out to your key social channels, such as Facebook, LinkedIn, Google +, and the like, is without question the most effective method of attracting critical “inbound eyeballs” and filling the top of the sales funnel.
3) Engage Your Audience
The proliferation of digital media and social channels has forever altered the landscape of sales and marketing. It’s not about selling, per se. It’s not about your business or “what you offer.” It’s not about you at all. Rather, it’s about your customers: what they need, crave, and desire. They control the message today, not your company. Customers today want real conversation, a sincere two-way dialog. They certainly don’t want to be sold. And the primary way to initially engage them in conversation is by blogging and posting those blogs on social channels.
4) Establishing Trust = New Customers
It is impossible to convert leads without first establishing trust. Today’s customer demands it. Blogging helps you earn that critical trust. It demonstrates to customers that you: 1) understand them, 2) care about them, and 3) can help them. And, as we all know, Google rewards companies that give customers helpful, authentic content—content that answers questions, solves problems, or delivers real solutions. The consistent, ongoing, and dedicated practice of blogging enables companies to not only convert new customers, but it fosters long-term engagement and loyalty, which most businesses will agree, is the ultimate goal.