Are you one of the bloggers and content marketers who is bullish about blogging?
A seasoned marketer today knows the importance of having a content marketing / content creation strategy for his brand or organization.
If your company has not already invested in blogging, that means you’re not bullish about blogging.
Now is the time to capitalize and maximize on the blogging potentials, so that you don’t lose out to the competition.
The statistics on content and blogging alone, build a strong business case for why every seasoned marketer is bullish about blogging today.
In 2013, according to Top of Mind Marketing, blogging statistics revealed the following:
- 82 percent of marketers who blog daily acquired a customer using their blog compared to 57 percent who blog monthly.
- Increased ROI for 79% of inbound marketing companies that blog.
- 43% of marketers said they acquired new customers and prospects through blogging
Five years later today, the statistics have changed on a more positive note.
The numbers are showing an increasing rate in blogging by marketers, while consumption of the content itself is also growing exponentially.
Codeless, a company that creates long-form, data-driven content for B2B SaaS & marketing service companies, released a few compelling statistics about marketers and blogging:
- Top inbound marketing priority for 60% of all marketers is blog content creation.
- 59% of B2B marketers who responded said blogs are the most valuable marketing channel for their business.
- 93% of B2B marketing professionals use content marketing.
- As compared to 2016, 70% of B2B marketers today plan to invest in the creation of more blog content in 2018.
- 60% of marketers create at least one blog post each day.
This goes to show that content creation and content marketing are a huge part of the customer journey that lets brands get discovered, thereby creating an always-on relationship with the consumer.
Now is the time to capitalize and maximize on the blogging potentials, so that you don’t lose out to the competition. Click To Tweet
This can be a big ROI driver…
But what is it about blogging that makes seasoned marketers bullish about it today?
You May Like to Read: 6 Components of a Sustainable Content Marketing Campaign
Let’s first take a look at the value and benefits of content in as far as the customer journey is concerned, as this is the basis from which marketers make the case for aggressive blogging –
Content powers the customer journey, because it all begins with content.
When buyers are looking to make a purchase, they begin by conducting non-branded search queries.
This is where brands come in to make sure their content ranks high in search, and answers the buyers’ questions.
Customers read and research. They dig a little before they make the buying decision.
In fact, Forrester says that the average person consumes about 11.4 pieces of content before making a decision to buy.
Content also breeds credibility as buyers consider it trustworthy when it comes to evaluating a brand and its offerings.
It also helps shape the customer experience because customers expect consistent experiences across all your channels, whether it’s your website, mobile or social media.
Content feeds all these channels, creating a cohesive and consistent omni-channel experience.
82 percent of marketers who blog daily acquired a customer using their blog compared to 57 percent who blog monthly. Click To Tweet
Content drives quality leads, powers sales, influences purchase decisions, and builds brand awareness and loyalty, resulting in cost savings for the company.
Why Marketers are Bullish about Blogging Today?
Business blogging isn’t an option for businesses today.
It is one thing to have a blog page on your website, but it is another to fill it with news, insights, and informative content.
A company blog is beneficial to any business for many reasons including:
- Attracting high quality leads, even when you’re not working.
- Helps you get found online, and get leads you wouldn’t have without it.
- Influences the way your visitors make purchases.
- Costs nothing but your time as you need not pay for ad space or run PPC campaigns.
- Boost your reputation and inbound links as other websites will share your content for them too to feel credible. This means more visitors to your site.
- Blogs have a personal touch and are the fifth most trusted source for accurate information online.
Blogging may seem like a tedious task, considering the hours spent planning, creating, editing, formatting, and eventually publishing the posts.
This can seem like a waste of time, and may also look like it has little or no impact on the company’s ROI, but statistics have proven this wrong.
Content breeds credibility as buyers consider it trustworthy when it comes to evaluating a brand and its offerings. Click To Tweet
Seasoned marketers, however, realize the power of the blog and are leveraging on their in-house or outsourced content teams to create engaging and interactive blog content that can generate more leads for the business.
Search Engine Ranking
The more a company posts on their blog, it means one more indexed page on their websites, and one more opportunity to rank in search engines, thus, driving traffic to your site via organic searches.
It is also one more clue to search engines that your website is active, and they should check it frequently for new content.
See this case study of a liquor retailer, which is a fine example of how content plays an important role in improving rankings and ultimately sales and revenue.
Blogging also helps your brand get discovered via social media as you share the posts on networks such as Twitter, LinkedIn or Facebook, which expose your brand to a new audience you may not know of yet.
Similarly, it also fuels your social media channels, and keeps your presence going.
This way you need not ask your social media manager to keep coming up with new original content. Your blog is the repository of content.
Blogging Converts Your Traffic into Leads
With all the traffic coming to your website via your blog, as a marketer, you get the opportunity to convert traffic into leads .
Each of your blog posts is an opportunity to generate new leads, and marketers do this by adding a lead-generating call-to-action on every post.
Such call-to-action tools as free eBooks, white papers, fact sheets, webinars, or trials, can get you more contact information from your leads, as they exchange this for the free information they’ll receive from your site.
However, not all readers become leads. But a call-to-action is sure to get you a few as you keep blogging.
Here’s how to optimize your call-to-action copy
Great business blogs answer questions customers have every day and offer solution via blog content.
If you consistently create helpful content for your target customer, they’ll see you as an authority.
Clearing things up for confused customers establishes you as an authority, and this creates many sales enablement opportunities from your blog.
Great business blogs answer questions customers have every day and offer solution via blog content. Click To Tweet
This is especially so if prospects find answers from your posts written by company staff, and sales people too can help customers when they meet specific questions that need in-depth explanation or documented answers.
They simply pull from an archive of blog posts.
Drives Long Term Results
It may seem like a tedious process creating, writing and publishing blog posts, but eventually, it works for you to generate traffic and leads over time.
The effort you put into a blog post can result in hundreds of thousands of views in future.
In fact, you’ll find a lot of the traffic and leads you get may come from posts that weren’t published in the current month.
Sometimes they come from posts you published years ago.
By now you probably see the scalability of blogging and why marketers are bullish about it.
The results may not be as immediate, but over time, you will be able to count on some predictable amounts of traffic and leads for your brand with little or no added resource investment.
Besides the above reasons, other secondary reasons for blogging or why seasoned marketers are bullish about blogging include:
- Getting to understand your brand persona better.
- Using your blog as an outlet for product releases or event information, and,
- Attract attention to your company focused initiatives compared to pitching to journalists.
If you plan to start blogging today, or get more investment on your current blog, these reasons are a great place to start building your business case for it.
Sam Zaman loves to write on technology & related stuff. E-commerce, mobile and internet marketing equally drive her interest. Likes gardening and experimenting with new recipes. An avid reader and absolutely mad @bout donuts 🙂 She has long been associated with Mofluid.
Moss Clement is a blogger and B2B freelance writer who blogs at www.mossmedia.biz. He is working with B2B marketers and individuals like you by providing high-quality blog content writing, ghostwriting, and other writing services that are tailored to the needs of your target audience.