image courtesy of Stuart Miles/freedigitalphotos.net
If you’re on the sideline as to whether your company should add a blog to its website, then this might inspire you to get in the game. Why blog? Well, why shouldn’t you profit from this basic element of content marketing?
I’ve just presented a proposal to plan, organize, and write blog posts for one of my clients. We’re talking about a monthly plan and/or an inventory of 26 posts up front that would be enough for a half-year of publishing at one post per week.
Here’s why they’re interested in blogging as a surefire way to get prospects to their website.
I. The Secret to Success on The Web
The World Wide Web was invented as an information-sharing forum. It is and always has been driven by people connecting with each other, searching for information, products, and entertainment. It’s the most user-centric medium in history, so the wants and needs of your customers and prospects should drive your online marketing.
And that includes one of its most critical elements, your blog. Without a blog, you’ll have a much harder time ranking in the search engines, your social media pages will run dry, and your business will merely blend in with the competition.
II. What’s a Blog?
The word blog is short for weblog. It’s a series of articles published online called posts. They’re usually listed with the latest post first. Readers expect you to update your blog frequently with new, fresh content.
III. Why a Blog?
1) Search Engine Optimization (SEO)
Improves rank in the search engines (Google, etc). This increases the number of visitors to your site who will be interested in your products and services.
2) You Will Connect with Your Marketplace.
Go where your customers are…practically everyone surfs the internet. Use your blog to answer your customers’ questions, provide valuable information, and share your story and your personalities.
3) Improves Website Visibility.
The blog is part of your website. Adding fresh content tailored to customers’ needs keeps your website interesting. This holds your audience, engages them, and builds trust in your ability to meet their needs. And gets customers to come back to your site.
4) Establishes Your Authority in the Marketplace
To gain the power to influence thought, opinion, and behavior, you need to present your business as an authority in your marketplace. Providing answers, up-to-date information, and valuable help in your blog establishes you as experts in the eyes of your prospects and customers.
5) Knocks Down Sales Resistance
Consumers search the Web looking for information that solves problems, not an immediate sales pitch. The trust, credibility, and authority that blogging creates reduces sales resistance while at the same time introduces the benefits of your products or service.
If you’d like some help with your blog, go ahead and contact me. I’ll help you plan, organize, and even write your posts. If you think you might have people in your business who’d be good at writing, you could get to the starting gate with a plan and some structure. And I can teach your people how to write effective posts.
One way or the other, your blog is really the foundation for all of your content marketing. Your audience will love you for it and your bottom line will, too.
Until next time,
Nick
PS. Have been studying up on Linkedin for another client and will report soon on how it might be “the” content marketing social media for business-to-business sales.
Other helpful posts on blogging.
How World Cup Soccer Can Help You Write Better Blog Posts
There Has Never Been a Better Time to Blog
Nick Burns is a Web writer specializing in persuasive copywriting and content marketing. Nick’s services include SEO Web writing, website information architecture, content marketing, consulting, and publishing. He provides clients a winning online strategy plus the content writing to make it work. You can contact Nick here.
