How are you generating interest in your product? Industry marketing platform HubSpot reports companies that publish 15 or more blog posts monthly generate 4.5 times more leads compared with those publishing four or fewer posts. The emphasis on blogging will only get stronger in 2023, as Google adjusts its search algorithm to reward companies that provide high-value content.
In this article published by marketing trade publication AgilityPR, Media Relations Agency Editor in Chief Robin Miller describes how blogs can supercharge business growth, bringing in leads and nurturing customer retention.
“Blogging is a strong form of SEO. Blogs give you more opportunities to appear in search results. Blogs shape people’s thinking about a product. They are effective lead generators. They drive people to a website, pull them through the sales cycle then help them justify their purchase,” she writes.
The biggest obstacles faced by bloggers
Incredibly, some businesses still treat blogging as a once-and-done task. They may populate their blogs with a dozen or more posts, then the pages languish, gathering virtual dust.
Others may have every intention of maintaining a vigorous blogging schedule, but blogging sinks lower in priority when they can’t find the time to consistently create and promote quality content. Visuals, including images, videos and/or infographics, must also be created or procured.
Our Media Relations Agency team has certified marketing professionals who can develop and execute an effective blogging strategy, including the content calendar, SEO tactics, writing, graphics creation, posting and analytics.
How to increase your blog’s success
In her AgilityPR article, Miller outlines some of the strategies necessary to monetize your blog. They include:
- Build a top-level plan. This establishes which products get the most attention in a blogging calendar, and how they will be discussed. We use the Strategically Aimed Marketing process to identify and prioritize variables.
- Make your blog content rewarding. Consumers don’t want to feel duped. Blog content that repeats information easily found elsewhere, or that promises one thing in a headline but delivers something different in the body, may harm your brand.
- Tone down the sales pitch. People want to learn. They want to feel educated before they make a purchase decision. Well-written content will lead people into the sales funnel without resorting to heavy-handed sales messages. When each post contains reliable and relatable information, you build trust and brand loyalty.
- Consistently use a unique brand voice. Defining a persona for your blog humanizes your business and separates it from your competition. It gives your company a personality.
HubSpot reports 80% of companies that use blogs for their marketing strategy said they acquired customers from their blogging efforts. Contact us at 952-697-5269 or complete this form if you’d like help with improving your blog’s value and performance.
