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King Content and the Blogconomy

Thursday, October 23rd, 2014 by Erin Peters

Someone recently said, “Content is the reason search began in the first place.” Blogconomy

In today’s business world, everyone is a publisher. For this reason, businesses need to rise above and create their own content that engages, helps and resonates with the brand.

Be the best answer your company can be.

So, what does this mean?

Why should content marketing be a part of your outreach marketing strategy? Integrating your content marketing strategy with your sales funnel will help generate leads and boost conversions.

Blogging, for example, never stops working. Simply, blogging helps your SEO efforts and increases branding. Brands need social influence to help tell their story and influence trust. We purchase based on trust.

Do you want more confidence that your messages will convert into action? Reach out to bloggers.

According to HubSpot, the consumer goes through three stages when getting ready to buy a product or service. It’s in the first two stages, the “Awareness Stage” and “Consideration Stage” that blogs can play a huge role. According to HubSpot, 71% of buyers said that a blog had affected their decision to purchase.

  • It increased traffic to your website, by attracting and engaging visitors.
  • At least 81% of the digital population trusts advice they get from bloggers. This is more than Facebook, Twitter and Pinterest. (Source: 2012 Women and Social Media Study)
  • Blogs rank high with consumers for trust, popularity and influence.

If you want to be more effective at content marketing, document your strategy and be consistent.

“Content marketers who have a documented strategy are eight times more likely (60% vs. 7%) to rate themselves as being effective content marketers vs. those who have no strategy, writtenContent Marketing Blog Infographic or otherwise.” MarketingProfs

According to the (2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America) from Content Marketing Institute and MarketingProfs: infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year).

Content Marketing Strategy:

  1. Understand your audience: Know your buyer persona. Deep dive into needs, lifestyle, and motivations of your buyers. What do your customers and audience actually want? What does a typical customer look like for you in terms of demographics like gender, marital status, age and income? If the content on your blog doesn’t appeal to your target audience, you’re never going to convert all of that traffic into leads and customers for your business.
  2. Strategy: Define your goals. Will the blog be for lead generation? Or, to display your business as thought leaders in your industry? Understand which digital properties are performing best for you. Set timelines and adjust accordingly.
  3. Consistency: Blogging is like jogging. You’re going to see better results if you jog a little every other day than if you run like crazy once a month. If you blogged three days in a row, two months ago and gave up, don’t be shocked that your website traffic didn’t jump up. Business blogging requires consistent, long-term effort, not short sprints of intense activity.
  4. Track your activity. By knowing what resonates with your audience, you can be more strategic in your approach. Utilize Google Analytics to track your website visits and tools like Sprout Social or Jugnoo for social tracking.
  5. Blogger Vetting: Do your research. Grade their site and look at their social reach. Do they have influence?
  6. Guest Posting: Posting on other blogs is a hugely powerful tool in increasing your reach and your persona or brand.

Today, news blogs rival mainstream media. Don’t be afraid to be personal and convey your opinions, as long as they align with your branding and strategy.

Someone else once said, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

That someone was Bill Gates.

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