When you’re a CMO, it’s hard to take the word ‘blog’ seriously. After all, aren’t those silly things for moms and teenagers with nothing more important to do with their time?
They are a side thing at best. A fringe component of your marketing initiatives. Right?
That may have been the case 5 years ago, but things have changed rapidly since then.
Things have changed so much that not only should you take business blogging seriously, cultivating and growing it should be considered one of the most important things your marketing department does. It needs to be made a top priority.
Yes. Blogging. Embrace the word, don’t try to use a different one. Blogging.
No, not blogging in the traditional meaning (writing meaningless junk no one cares about), blogging in a way that sets you up to win more traffic, more leads, and more customers online. Many are calling this type of business blogging content marketing.
I’m sure you’ve heard what content marketing can do for your business, right? It’s all the rage in the marketing community right now. We’re here to reinforce what you’ve heard and clue you in on the big time benefits of taking it seriously.
Here are 5 HUGE reasons why you should take your company’s blog seriously so you can start winning with content marketing.
1. Blogging sets you up as an authority in your industry
Here’s the definition of the authority we’re talking about:
The power to influence others, esp. because of one’s commanding manner or one’s recognized knowledge about something.
So let’s get this straight: authority sets you up to influence others. Now let’s do the logic:
More authority = more influence = more leads = more customers.
So where does authority come from?
Authority comes from taking what you know best and sharing it with others for their benefit. The people who received the benefit(s) essentially place you onto a pedestal in their mind. Being on this pedestal serves you well because in the future they will have a greater willingness to be open to further influence from you.
When a business uses their blog correctly, it will naturally set up your business as an authority in your industry. It will do this because you will be:
- Educating prospects and facilitating their information gathering process
- Helping to solve prospects problems by actively identifying their challenges and providing content that has solutions
- Creating content that gives valuable insights and makes people naturally like you
This inherently sets you up as a like-able, trust-worthy authority because you’re sharing what you know with others for their benefit. The more you do this, the more authority you’ll win.
The best news? People buy from like-able, trust-worth authorities.
2. Blogging allows you to capture more traffic from search engines
The more content you create, the more potential search engine traffic you’ll get. It’s that simple.
But it even goes beyond that. Because these days, SEO is different. It’s really become about creating great content and then doing it again, and again, and again. The more the better because it can all work synergistically together.
More specifically, when business blogging is done right there are 3 primary ways your content can work in synergy to start winning more traffic with search engines:
- Each piece of content you create can target a new SEO keyword/phrase and potentially capture new traffic
- Each piece of content you create can act as supporting content for other keywords being targeted on other pages on your site, essentially boosting their ability to rank
- Each piece of content you create can be apart of an ongoing inner linking strategy (building up more authority with search engines)
All of these major SEO benefits start with a business blog and consistent, smart posting.
3. Blogging personalizes your company and makes you more likable
People are much more easily persuaded by people that they like as opposed to those they don’t like or even feel neutral toward. This has been shown over and over again in various psychology studies.
So how do you get prospects to start liking the people in your company on a mass scale? Is such a thing even possible?
Obviously personal interaction once they are in communication directly with your business is what matters most, but it’s possible to back it up even further and take full advantage of this psychological principle on a broader scale.
Your business blog is a no-brainer to do this. Here’s how:
- Find the right people to set up as faces of your company and make them authors for certain categories of content you produce
- Set up a posting and schedule and assign the right faces to the right content
- Design your blog so the author picture is in a prominent place on each post and make it clickable to a nice profile page
- Make sure the content they are producing is bringing personality filled, engaging, value
Boom <—- a huge explosion of awesome just happened right there
Now prospects are more likely to have people associated behind the logo right from the start. And if the content helped them, they will automatically like these people and be placed as an authority in their mind too.
Sounds like this prospect is well on his/her way toward becoming a customer to me.
4. Blogging gets lots of content created that you can repurpose
Marketing collateral is a big deal.
Sales collateral is a big deal.
When you have good collateral, life becomes so much easier for your sales team and the rest of your company in general.
Blogging sets you up to have great collateral because you can repurpose the content you write into other materials that can be used for various sales/marketing/communication materials.
Take a few great blog posts, tweak, edit, and manipulate them around and you have yourself an ebook. Or take great blog post and turn into into a beautiful PDF your sales reps can send out to prospects. There’s 2 quick ideas of hundreds of potential great ones.
In this modern era, the more creative assets you have in the form of content, the better. A commitment to blogging will make this happen for your business.
5. Blogging can help clarify and guide your company philosophies
Believe it or not, major clarity can come from writing. Clarity is also gained by thinking through content outlines, what you want to say in each blog post, what you don’t want to say, what angle you want to say it at, etc.
There are so many things to think through with each post!
After taking your blog seriously for for 1 month, 6 months, 1 year, and so on, a business is basically forced to perfectly hone in what they have to say. We’ve seen this literally alter and sculpt an entire company’s philosophies and even their product offering!
A small business starts very little direction and after 6 months of blogging they figure themselves out and end up growing as a direct result of this new found clarity!
It’s almost like self realization, but for a business. Believe it or not, this does happen and it seems to always direct a business where they needed to be going all along.
It’s a beautiful thing.
It’s time to take your company’s business blog seriously CMOs! There is simply too much to lose by keeping it as a side thing or a fringe part of your marketing initiatives.
You can see how you’re currently doing with your business blog by getting a customized inbound marketing analysis (done by humans) which will include a deep analysis of your current blogging efforts. Click here to request your analysis (it’s free).