”We don’t have time to create content.” ”We’re unsure what topics to cover.” ”Isn’t it expensive to hire a good writer?” ”Aren’t blogs just people’s personal options?” ”Even if we write good content, what do I do with?”However (good) business blogs aren’t personal journals. They’re content-rich resources that generate sales leads, differentiate your brand from competitors and help you win new business. In fact, I would argue that this Director of Business Development probably has read a blog recently – he just didn’t think of it as a blog, but rather as a news site.
1. Search engines love fresh, relevant and useful content. A good blog (and/or other digital assets on your website) mixed with a little technical SEO will increase the likelihood that your company’s site will show up high on the organic search engine results pages. And guess what? A high ranking means more traffic to your site from your intended audience… which means more sales leads.
2. Content can be repurposed to generate higher levels of value for your company while minimize development costs. For instance, that series of blog posts you wrote about how to make the perfect cupcake can be turned into a presentation, an ebook, a podcast, a video series, an email marketing series or even a mobile app. These all represent additional opportunities to get your company name out there and get noticed by prospects.
3. High quality, relevant content builds trust and rapport with your customers. A good content strategy will allow you to weave a compelling brand story that will differentiate your business from competitors and project the image of the kind of company your customers want to work with.
4. Blogs are an opportunity to demonstrate thought leadership and competance. Not every prospect will want to pick up the phone and talk to your sales team right away. However if you can keep them coming back to your website by providing valuable content then you’ll have that many more opportunities to get them engaged.
5. Blogs can help you build a sense of community and address customer service issues. In fact, the comment section on your blog can be just as important as the content you’re sharing. Don’t miss the opportunity for engagement as that can be a powerful motivator for a prospect to pick up the phone and talk to you about their needs.
6. High quality content encourages sharing. The more frequently you publish high value content the more likely your customers and prospects will share your assets on social media, link to it on their website and send it to their constituents via email. These are all FREE opportunities for additional exposure. Use them to your advantage.The #1 issue I hear from businesses that are interested in blogging and content marketing is the challenge of managing time and resources. There’s no doubt that consistently creating valuable content isn’t easy – but most things worth doing aren’t. If you make the strategy a priority, set up proper metrics and testing procedures and work with partners who can help (*coughcough* call us *coughcough*) then you can create a lead generation engine that consistently delivers results while lowering the long-term cost of customer acquisition.
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