“We need a blog!”, is a phrase I’ve heard far too many times. It’s like saying “we need a website!” or “we need an LLC” (which, I would certainly hope so). Yes, while it’s true most know they need a blog, they don’t always know what to do with it.
Granted, most would say “well, duh, I’d write for it,” however, the writing part is only a small portion of the battle. The other half includes how you can target customers, increase engagement, drive more sales/partners, and even potentially become a thought leader in your field. Make no mistake, this type of success doesn’t come overnight, but by following a few of the simple tips listed below, you’ll be off to the races in no time.
Content Has a Quantifiable Return
The beauty behind content marketing is that its digital nature has numbers behind its success. For example, according to a report by IAB, 63% of marketers believe that it has brought more traffic, with 54% crediting the practice to bringing the more qualified sales leads. Even though some think that blogging is simply a way to show people what your business is up to, the numbers say otherwise. This practice can prove you as not just a thought leader, but someone who’s keeping up with the latest and greatest.
It’s A Way To Expand Your Audience
Perhaps one of the biggest reasons that startups utilize their blog is because it is such a great way to connect with your audience. As noted by the Content Marketing Institute, 93% of marketers are on social media to reach their fans and users, and if you’re looking to do the same, I’d advise finding a strategy that fits into this goal. Start out by asking yourself what it is that you can produce consistently? More, what’s a voice that’s missing in your industry? Why is it important to tell that story, and how will people connect with? Once you’re able to start analyzing this, you’ll be off to the races in producing quality content in no time.
It Increases Engagement
According to a survey by IBM Digital Experience, 56% of marketers believe that personalized content increases engagement rates. This is important as engagement is one of the most important cursors as to if your marketing efforts are successful or not. Remember, higher engagement means a better chance of turning them from a visitor to a customer to possibly an evangelist for your brand.
Content Is The Most Effective Way For People To Learn About Your Brand
In terms of marketing, your blog can potentially be a way more effective and cost efficient manner of acquiring new customers. As noted in a survey by Impact, 70% of people would rather learn about a company via their blog than by an advertisement. In summary, people want to learn about you, but they’d much rather do it in a way that’s up to their choosing. I’ll note that “learning about you” isn’t necessarily just writing about your business or product, but by providing insights and what not as well.
Keeping Up With Your Blog Streamlines Communications
As your company grows, it’s going to be important to keep your brand voice and message consistent throughout. Regardless of how big you might get, your brand should never change, and it’s imperative your content reflects that. Nearly half (49%) of content marketers have an internal file that outlines their specific content goals or mission. And if your company is looking to keep this a regular practice too, it might be a good idea to get your team together to draft a content plan as well.
Through Time, It Becomes Easy
Believe it or not, a lot of what you read on the internet may not have been written that day. In fact, a lot of content is often repurposed or reposted down the road when it might have a more effective reach. It’s estimated about 33% take part in this practice, as it’s a pretty common strategy.
For example, let’s say you wrote a really great piece that you were excited to publish, but felt it wasn’t as effective due to a holiday weekend. However, if the idea was solid and doesn’t have a time constraint on its relevance, then there’s nothing wrong with posting it again. Additionally, sometimes reposting something might serve as a reminder for a current event, or possibly bragging rights in saying “we said this first X months ago.” Regardless, this strategy can work wonders in your content efforts if you play your cards right, and will give your blog the ability to continuously stay relevant without having to produce new writing all of the time.