Content Marketing: Blogs for Fun and Profit
Blogging. For one contingent of marketers, pumping out posts on the company blog is their favorite part of the day; an opportunity to muse about industry news, highlight their products and release creative fuel that is otherwise bottled up. For other marketers, blogging is the chore in the way of getting "more important" work accomplished. To them, writing daily posts is an endless nuisance, like listening to "The Song That Never Ends."
Whichever side of the fence you happen to fall on, blogging is a critical part of many marketers' strategies. According to a Blogging.org survey, 60 percent of companies have a business blog; however, 65 percent haven't blogged in a year, essentially rendering the effort useless.
Despite the rate at which business blogs go dark, there's significant evidence publishing a company blog prolifically bolsters marketing results.
Consider the following data from HubSpot (bit.ly/hscharts, downloads as a PDF):
- B-to-B marketers who use blogs generate 67 percent more leads per month than those who do not.
- B-to-C companies that blog generate 88 percent more leads per month than those who do not.
- 57 percent of companies with a blog have acquired a customer from their blogs.
Publishing a great blog doesn't just come down to having "it" or not. We forget writing is, well, hard. This is mainly because the newspaper business is still adjusting to that whole Internet thing. But when you're struggling to put out a quality post, try to remind yourself writing is a craft. And, like anything, your skills develop over time.
In the interim, here are three tips to improve your content marketing strategy, specifically on your company blog.
1. Have Fun. Banter. Smile. Banter.
Like I said, writing is a craft, but your blog isn't going to be reviewed with the dreaded Red Pen by your 10th-grade English teacher, Mrs. Grammar. AP Style isn't a requirement and, sometimes, it's better to completely ignore it.