"Content isn't King, it's the Kingdom." - Lee Odden
In 2016, over 60% of US businesses did not utilize blogging as a marketing strategy, which means that if you fall into that category, you may be missing out on an excellent opportunity to improve your business. Blogging is a highly effective and low-cost marketing tool, but it requires a long-term commitment to consistently producing quality content. Unfortunately, many content marketing strategies fail because of a lack of dedication.
How you're hurting your business
IBM found that B2B businesses that regularly blog receive 97% more link backs than those that do not, and it is estimated that 81% of US online consumers trust the information and advice they read on blogs. With these statistics in mind, it's not surprising that businesses that blog get 67% more leads then those that don't. So, what can you do to improve your business? Start blogging.
What is blogging?
If you're new to blogging and not familiar with its benefits, don't worry. This post is designed to be your starting point. First, let's define blogging. Blogging is the process of creating short to medium-length content on a regular basis to achieve measurable goals. While this definition may sound complicated, it's essential to understand that blogging requires a lot of work, but the payoff is worth it. The process of blogging involves formalized steps, such as creating an editorial guide, determining a content mix and schedule, identifying writers, and establishing publication steps.
Why write?
Setting goals for your blog is essential, and while lead generation is a common objective, businesses may have other goals, such as establishing authority in their industry, increasing brand awareness, or fostering partnerships and community engagement. The Webflow blog is an excellent example of a blog that prioritizes authority and community engagement in the web design industry.
Prioritizing goals is critical, as having too many can cause your blog to lose focus and become counter-productive. If you find yourself with a long list of goals, consider reviewing them and removing redundancies or conflicts. If the list remains broad, it may be necessary to create multiple blogs or sections to focus on different audiences.
One excellent example of this approach is HubSpot, which has five separate audiences (marketing, sales, service, website and tech news) and provides each with its own section on the website. Although the articles cover similar topics, they are written for specific audiences, making the content more targeted and effective.
Conclusion
Blogging is an effective and low-cost marketing tool that can help businesses achieve measurable goals. Setting goals for your blog is crucial, and prioritizing them can help maintain focus and effectiveness. B2B businesses that regularly blog see significant benefits, such as more leads and link backs, and blogging can help establish authority, increase brand awareness, and foster partnerships and community engagement. While blogging requires a long-term commitment and a lot of work, the payoff is worth it, as demonstrated by successful blogs like the Webflow and HubSpot. Start blogging today to improve your business's online presence and achieve your marketing goals.