How Less Frequent Blogging Is Creating More Leads for B-to-B Bloggers
Showing your human side, proving there's a face behind the cold, maniacal business you represent, frequent blogging and telling stories about our businesses—it's a shame these simple ideas aren't generating leads and sales often enough. Yet, there is a better way to start generating leads with blogs.
Winning new business in this anemic economy means creating "dramatic distinction" and irresistible curiosity with social media—giving prospects a reason to get a focused conversation started with you. Sometimes that means blogging less often.
Content Marketing's Biggest Myth
Want to stand out in social media? Do you have something honestly new to say? Well until you do, say less. Why? Because it works. You'll become known for publishing less on your blog and, when doing so, releasing remarkably useful content more.
Tom Webster (one of the few wise voices willing to occasionally dissent) says the surest way to fail at blogging for sales leads is to write to a schedule, "and not in the service of ideas."
"The tyranny of the content calendar is responsible for a lot of weak content on the Web," says Webster.
He says, "keeping up that pace out of deference to some kind of received wisdom about publishing frequency" may not lead you to intellectual dishonesty, but it often does. At best, Webster says, it places dangerous stress on the system.
How to Stand Out—Fast
The key to success is giving prospects a compelling, irresistible reason to discover something new—a way to solve a problem that is contrary to popular wisdom. In other words, mythbusting.
Shutting-up until you have something honestly meaningful to say flies in the face of most content marketing experts. Sadly, many gurus over-emphasize the role of frequent blog posts, video uploads, etc., and point to keeping search engines busy crawling your site.
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.