Blogging Still Matters for Businesses

You may be wondering if blogging still matters for your business. Maybe you’ve been blogging for a while and still don’t have a large number of readers. Or maybe you’re considering blogging for the first time, but you’re overwhelmed by the thousands of blogs you already find from other, similar businesses. The short answer to your uncertainty is: Yes, there are a lot of benefits to blogging for your business.

Your concerns are valid! Still, there are ways to win at blogging and to use blogging in specific ways to win for your business. We believe in this so much that we spent an entire session in our latest video series talking JUST about the positive impact blogging has on businesses. I might also add, it was our first topic choice for that series.

As a marketing agency, we hear common pain points from business leaders when we first connect with them – phrases like:

  • “My business is not being found online.”
  • “I’ve got great customers but I need a better method of reaching new leads within my target audience.”
  • “We have an online following but our sales conversion rate is low.”

We definitely believe well-done blog content plays an integral role in solving these pain points!

Yes, the blogging space is heavily saturated today. But YOUR own blog can greatly benefit your business, your clients, and YOU internally as a leader. Here are just 5 examples of the benefits.

blogging for business

1. Blogging for your business can boost your visibility in search engines

Many businesses struggle to show up on the first page in search engines. Part of the problem is your competition and their content taking up that valuable space. You should learn from their example! Look within those topics to see where you may be able to provide your own take through your unique experience. Even more importantly, look for the gaps where your competitors have not provided specific content for readers.

If your website has very little written content on it (that includes relevant keywords your audience is searching for) and you rarely add new content, this negatively impacts your website’s authority in search engines’ algorithms. 

Also, if you don’t give your current customers or followers a reason to keep coming back to your site and stay awhile in order to consume new, helpful – even entertaining – content, this also impacts your website’s authority. The number of site visitors, time on page, and more are tracked by search engines like Google and help determine if your web content will be served up as one of the top results.

 

2. Blog content can fuel your email marketing, ads, social media presence, sales funnels, and more

Most businesses today should have some kind of presence on relevant social media channels. They should also be leveraging email marketing. Additionally, advertising may be the propellant for your business growth in a short amount of time. 

Every single one of these tactics can be fueled by your long-form content, aka your blog. Once you create a resourceful blog post, you can pull bite-sized content from it to use on social media. You can link to your blog in an email marketing message to give your readers a great action they’ll take to learn more. You can even accompany your written content with a paid strategy because no one wants to click an ad that leads to something spammy. Give them substance! A blog post is set up to do just that.

There are so many ways to maximize the use and distribution of the industry knowledge you share. And we already mentioned the importance of being present online often and through various channels. Make your blog the center of your content strategy.

3. Blogging for your business helps you reach a more targeted audience

As we said before, you may find other content online that speaks to how a certain product is beneficial. But you could dive a little deeper on that. How does that product work for a certain age demographic? How can that product offer a specific ROI for certain industries? Get specific and show unique cases of how it’s true. Let your own unique brand and experience shine through in your posts because that will attract the right audience too. Let’s not forget that storytelling is a big part of content.

Your website may already show up occasionally in search engine results and you may have a lot of professional connections on LinkedIn, but chances are many of those people do not qualify as your primary audience that’s likely to convert to a customer. But an effective blog post can help you reach a select group. If they found and read your post, you already know one thing about them right off the bat. They are interested in what you have to say or offer.

4. Blog content can bring new leads more than other tactics and for years after publishing

If you use your blog posts to answer questions or address pain points within your target audience, by the time the reader gets to the end of the blog they’ve usually transformed from being a stranger or spectator to an engaged follower of your brand, if not also a qualified lead! You’ve been helpful to them through your blog post. You offered a solution. You demonstrated authority on the topic which can pay dividends.

Your blog post can convey a like-mindedness with the reader which helps build trust between you. Then, it’s more natural within your blog post to ask the reader to take another step towards the help you can give them. This is how you can use blogs to attract sales qualified leads. A blog can shorten the buying decision process because a single post could answer the main questions for a reader – who you are, what’s the solution, how does it work, how can they get it.

Great blog posts can have a long shelf-life in search engines and within your sales team too. You sit down one time to write but the information can reach and help people long after. It’s like an annuity. 

5. Blogging for your business can help you become a thought leader

Sometimes it's just as important to practice the discipline of reflecting and crafting thoughts about your business. Blogging forces you to think big picture, and, at the same time, know how to speak about the fine details of what you do. It grows you as a business leader, and if your content resonates with others, it could position you as an authoritative voice in your industry. That’s a powerful position for you and your business to be in. 

Before you put “pen to paper,” remember that when you write, you do so:

  • to inform or connect with a particular audience
  • to work with search engines
  • to tell your story

Watch the full episode from our SquadTalks Over Coffee series below to hear us go more in-depth on how to leverage blogging for your business.


If you need help with content strategy, SEO, or copywriting so that your business can reap the benefits mentioned above, our team of specialists would be happy to support you.
Let us know what you need.

 

 

 

It’s still hard to believe it's a new decade! The world doesn't look exactly like old movies predicted for the year 2020. Still, we've experienced monumental changes in technology and cultural trends in recent years. And those advancements will continue.

We may not get every prediction right about the future, but people make them because it's a mark of leadership. With any major milestone like the turn of a decade, we should all be observant of where we are and where we're headed.

A lack of awareness of industry trends and our own professional outcomes leads to stagnation and eventually leaves us irrelevant. For those of us in digital marketing– or business in general– it’s especially critical to stay atop changes as new digital platforms arise often, and the strategies that were winning yesterday may not be today.

We look at what’s ahead, not only so we don’t miss lucrative opportunities but also to be early adopters and strategic leaders. But before we look ahead at the 2020 marketing trends we foresee, let’s take a quick glance at the past to be mindful of what shaped the business world – and daily life – the past 10 years.

Trends that Shaped the 2010s

At the turn of the last decade, LinkedIn was on the rise, reaching 70 million followers. Shortly after that, their company went public and introduced their “Apply with LinkedIn” feature. In less than 2 years, their users more than quadrupled.

Also in 2010, Steve Jobs was still leading the way. Apple released the first high-resolution retina screen. It was also the year of the first iPad. Jobs is quoted to have said, “Once you use a retina display, you can’t go back.” He also predicted that location services would be a “really big deal.” Think of what geo-targeting has done for marketing since then!

A few years into the decade, we also experienced motion data processing that changed how we track our fitness, not to mention the ever-improving camera capabilities on our phones.

These historical moments, along with many others, changed the way we apply for jobs, market ourselves, capture life’s moments, and consume daily content in the past decade. For example, at the start of 2010, only 3.8% of internet traffic was from a mobile device. By the middle of the decade, mobile users accounted for over 50% of internet traffic.

Marketing in 2020 and Beyond

So, what’s next for business marketing in our modern roaring 20s? I believe there are 3 clear priorities. 

  • Connection over Content

  • Data Integration

  • Sales Enablement

The tools we use for both business and recreation will support these priorities. Let’s discuss them more in-depth.

1. Connection over Content: The Online Community

For several years now, consumers have expressed their value of authenticity – and the lack thereof that they experience online. They’re becoming more discerning while also numb to the overload of content. They often ignore or skip digital ads. They question– and even attack– brands online. So why do consumers even gravitate towards digital spaces?

We cannot forget that most of the internet is made up of communities. People connecting with each other for discussions, schools of thought, shared interests...united as an audience to consume information or entertainment. This led Bill Gates to say “Content is King” during the rise of the internet. 

One of the greatest landmarks of community in the 2010s was the rise of social media. One could easily argue that the original purpose of social media was connection

I believe that’s the only reason overly curated (aka. fake) content from social influencers is still around today; because of how well these personalities connect with their audience. Plus, they do produce appealing content.

Good content is still vitally important for business marketing. We need great design. We need messages that stick with people. So we’re left finding a way to marry good content with real connection. 

Let’s move beyond solely leveraging our content with a “Click Now to Buy” at the end. Every. Single. Time. That buy button works for Amazon because they fulfill an outrageously smooth customer experience (that’s a conversation for another time). We, however, must do all we can to show our customers/prospects/followers we’re real and that we care about them, not just their money. 

Groups on Social Media

On social media this year, it will be more important to directly connect with other users than to produce and post original content every day. 

Connections can still be made by sharing your own content, but social engagement is trending towards primarily participating in social media through Groups on Facebook and LinkedIn and interacting with other people’s content.

Within these spaces, let’s have real conversations with Group members in comment threads. 

Why choose sharing in a Group over a general post? A Group has structure and focus. Most of them have official rules. It will be easier to grow a Facebook Group’s following than a Facebook Business Page because of the clarity of purpose and emphasis on connection, when done well. This is also because, according to Facebook, their new algorithm gives higher priority to Groups.

When you do decide to share original content inside a Group, you can be confident it’s hitting the nail on the head because of the knowledge you have about its members and why they’re there. 

Virtual Reality and other Experiences

Other ways to marry content and connection include doing more of the following:

  • Interactive Webinars

  • Live Video

  • Virtual Reality Content

  • Gamification

You might find the idea of gaming incongruent with business. But nowadays they’re already closer than you think! Live video, for example, allows a person to craft their content based on the comments and questions they receive in real-time. It’s interactive.

In 2020, forward-thinking businesses will find more ways to shift their video efforts to choice-driven ones. This makes the viewer feel like they can “choose their own adventure.” Both B2C and B2B businesses can use this to showcase their offerings in customized fashion, give behind-the-scenes looks at processes, and much more. There are many apps available that make this video style easier, like this one here.

If you use Instagram, you’ve probably noticed Story filters with a random generator above your head while you record your own selfie. Within seconds, an automatic selection is made telling you “what Disney character you are” or “what city you’re meant to live in.” This is gameplay. The filters already available on social media channels are simpler versions of virtual reality too. A few look very realistic.

Gaming, in the traditional sense of the word, is also not going anywhere. On average, a person spends longer on an online game in a day than they do on any social media channel. Because of their undivided attention while playing versus distracted scrolling on social media or news sites, marketing leaders recommend partnerships or sponsorships with gaming brands. Brand partnerships will be increasingly effective in marketing in 2020.

It may sound contrary to the bullet points above, but the pendulum is also swinging back toward in-person events as an important part of sales and marketing. This is demonstrated by coworking spaces, ThinkTanks, MeetUps, Pop-up classes, and other millennial-style networking efforts. These events work best when mirrored with an online experience, primarily on social media. These events garner the most impact when they’re shared as a Facebook event for registration and promotion. Facebook events for in-person events also give businesses the opportunity to go “Live” on the event page to include everyone in a little of the experience, even if they cannot attend. 

That one word also sums it up: experience. This decade will present new ways for people to experience a brand. Experiential marketing, or engagement marketing, will lead the way in marketing techniques making someone feel connected to your business. And with the right data, it will be more personalized than ever.

free digital marketing report tool

2. Data Integration: Usable and in Real-Time

Speaking of data, only 2% of B2B marketers are capitalizing on automated, data-driven marketing.

Data warehouses (DPD) and customer relationship management (CRM) software have been around a while (and a majority of businesses still aren’t fully utilizing them). However, these platforms fall short in how data is integrated, updated, and synthesized.

In the case of a CRM, its primary focus is internal processes and interactions with the current customer base. And we already mentioned the lag in its data.

But what if we could receive and use data in real-time to create unique identities for potential customers? This requires working from a system that integrates with every digital medium you have to connect a potential customer with your business. 

Luckily, Customer Data Platforms (CDP) exist to do just that. 

Forward-thinking businesses will begin utilizing CDPs to manage their sales and marketing. The more advanced versions also include performance analytics and predictive analytics features.

As a person reading this, this technology may sound like an invasion of privacy. In a sense, it could be. Still, it’s only reading the data sets you’ve already shared at some point on the internet. It’s just reading it more intelligently now. 

In a positive light, this technology could result in a better online experience for you personally. We’ve all seen a digital ad we strongly felt didn’t apply to us. This may help you enjoy parts of the internet again! What if it means fewer junk emails in your inbox?

As a business, CDPs enable you to reach people in a more customized – and effective – way. Less mass-marketing results in more impactful, less annoying connections with your audience. It should also mean a higher conversion rate.

Because preferences and behaviors are always changing, businesses should use the data they collect to constantly update and support their customer journey. Collecting the data is just the start. We’ve been doing that for years. Seamlessly integrating and activating it into the content we deliver is this decade’s game-changer.

3. Sales Enablement: A Better Journey for Your Team & Customer

We’ve talked about marrying content with connection. There’s another marriage to look forward to, and it’s between sales and marketing. 

For far too long they’ve run as separate and siloed departments. I just mentioned the evolving customer journey. Decision-making, or purchasing, is cyclical (and includes many factors). The path between sales and marketing should be too.

A lead shouldn’t be passed to the sales team, never marketed to or nurtured again. This is true even after they become a happy customer. Otherwise, you’re missing opportunities to reconnect and reconvert.

It’s pointless to establish marketing goals or track KPIs if you’re unaware of sales or the overarching goals of your organization.

Working from a comprehensive system like a CDP, or CRM with dual sales and marketing capabilities, will help the two teams communicate with each other using the same language. When a marketing team collects good data, they should share it in a way that empowers the sales team.

Sales and marketing should also collaborate on the collateral they create towards their goals. This keeps you from wasting resources on work that’s ineffective or limited in use. You don’t want one-off sales pieces that are so customized that they eat up a specialist’s time, like your graphic designer. 

This shift alone could help some companies remain financially solvent in the coming years, especially in industries like manufacturing where AI is encroaching on its workforce. Identify the superfluous or ineffective tasks. Increase the quality of the output.

When sales and marketing work hand in hand, the result should be a smoother and smarter brand experience for the customer. From discovery to nurturing to converting to onboarding and/or delivery, we must communicate consistently with customers at all times. Remember: anytime we talk to them, we’re branding and selling ourselves.

How to Be Forward-Thinking as a Business

We’ve looked ahead today. Honestly, I’m excited about the possibilities.

Nevertheless, when it comes to the future, who really knows for certain? That’s why it’s important to stay abreast of rising trends in the business world.

Technological advancements have always played a role. World affairs and public figures also impact what we care about. And now more than ever, we have the ability to hear from customers: who they are, what they want.

Think about this: If electric cars become more common, a business’s green initiative might become their biggest “it” factor in the 2020s. If self-driving cars take center stage, it could completely change the way we spend our “free” time.

In 2020, keep your eyes open for emerging business marketing opportunities – or simply marketing opportunities you haven’t been bold enough to pursue in the past. Most importantly, make sure you observe the world around you, listen to your customers, and always be willing to adapt!

If you’ve made it to the end of this blog, then you’re already on your way to doing just that! It’s clear you care about where digital marketing is headed in 2020 – but maybe your next steps don’t feel so clear. If that’s the case – let’s get coffee and talk about the possibilities. 

 

Blogging was birthed in 1997, or earlier depending on who you ask. They were previously called "weblogs" and since the late '90s, the amount of blogs on the web has grown exponentially. We're talking, by the billions.

You may think this means this outlet is overused; that the space is oversaturated, and therefore, not something you should attempt. I mean, how much more is there to talk about?

Blogging is not necessarily the answer to all your business woes. But when used effectively, blogging is a powerful tool to accomplish many goals. Some of the top reasons to blog include:

  • Better search-ability for your business on Google
  • Enriching the way people know and experience your brand and culture
  • Giving the right information at the right time to the right person, therefore, increasing the chance they will take the next step, buy-in, and/or become a loyal customer

Many businesses have increased their revenue as a direct result of blogging. Easy access to content from your business is a normal expectation of customers today. That's why you see "BLOG" in the navigation menu or homepages of most websites.

If that's not true for your site, or if the last post on your blog is dated October 2017, then you're probably muttering at least 1 of the following 4 reasons why you don't blog. We may have said them to ourselves at some point too.

You may be saying:

1. I don't have anything original to say.

If you want to write about something but you just checked Google and there are tons of blog posts that make the top results for that topic... it's ok. Yes, doing some digging might help you narrow down on a unique topic. But also, you can look at what's already popular and provide your own point-of-view.

The most important thing to remember is that you have a unique voice. Your brand is unique. Knowing your own voice and brand is important to blogging. Once you know that, you'll be creating an original post every time you write.

Also, if someone in North Dakota wrote about the same topic, but you're in Kentucky reaching people in your area, they'll have a greater chance of seeing your content over that North Dakotan. Where you're located, who you're reaching, how you say it, the time you post/share it, and how old your content is can affect how others receive what you have to say.

2. Blogging is not important to my industry.

The main reason this excuse has no weight is that at least one blog already exists in your industry. We guarantee it. Blogging is not just for fashion or businesses using e-commerce. People blog in the trucking industry. This company blogs about their wire products used primarily in warehousing and manufacturing. If someone would search on Google for a service or solution YOU offer, you are more likely to show up as a result for them if you've produced rich content that talks about who you are, the questions your customers are asking, and more.

If blogs are scarce in your industry, you should blaze a trail. If your target audience is less likely to be using a search engine–for instance, you're an insurance agency and your customers are an older demographic– this group of people still has pain points, hopes, and questions.

Maybe write a post that explains the benefits of a particular product. Or you could proactively address the questions they have about a policy change in Medicare. Even if you have to send your content to them directly, you will stand apart from your competitors through this approach. You will elevate your brand through relevant, original content.

3.  I don't care that much about connecting with my audience and customers.

You may not be saying this excuse outright. But an unwillingness to share your story and your knowledge through blogging is like saying you only want to sell rather than connect with the community surrounding your business. People can see right through that.

This same principle goes for social media. Blogging and social media can and should be intertwined. You can use social media to promote your blog posts, and you can connect more personally with your readers through interactions on social media. Both these outlets evoke community. So even if you're avoiding them because "they aren't your kinda thing," a lack of presence in these spaces stifles community and connection with the people you should care about most: your target audience, fans, followers, and customers.

4. I don't have the time.

This is one of the easiest excuses to make. However, it doesn't have to take as much time as you think. You don't have to blog every single week to be effective. It's better to establish a rhythm.

We recommend that at least 50% of your blog posts have at least 1000 words. This makes them more likely to show up in search engines. But it's ok if you pepper in some posts that are much shorter; which means feel free to write about something that inspired you recently, like a journal entry. That should take no more than 25 minutes.

It's also ok to outsource to copywriters or technical writers. Businesses look to The Marketing Squad for this kind of support too.

This could be a worthy investment for you because, as we've said, going from nothing to a rich library of original content on your website can extend the reach of your business. We'll go so far as to say it could make or break your website. Good content gives you authority, in the eyes of your viewer and search engines.

This authority extends to you personally too. We guarantee that if you take 15 minutes a month to brainstorm topics important to you and your audience, it will get the creative juices flowing. And the practice of writing about your industry will help you grow in confidence. It will give you an arsenal of resources to pull from to promote yourself, whether digitally or in person. And the more you do it, the more momentum you'll have.

So, what's stopping you now?

If it's really a time-thing, we get it. We help 30+ busy business owners, marketing directors, and sales professionals generate impactful blog content every week. Whether we're stepping in to curate the entire blog based on an approved content calendar or they're handing over their expert knowledge in a post and we're optimizing it for search engines, it all starts with a content strategy and a trusting relationship.

We'd love for you to learn more about our team of passionate storytellers and how we can help your business with content marketing. If you're ready to get serious about blogging and content marketing, then let's grab coffee.

Hello! I’m Alea Petersen; the newest addition to The Marketing Squad.

Though born in South Carolina and raised in Western Kentucky, I’ve called Louisville home since 2006 when I moved to attend UofL. I met my boyfriend-turned-husband Grant a year before graduating. We’ve been married for 4 years. Our dog, Remington, has been a part of our lives for the past 2 years. He’s a brindle Plott Hound and the best dog in the world!

My Passions

I’m most excited about my new role as Marketing Coordinator because it perfectly combines my passions and work experience. I grew up writing in every way I could such as journalism, storytelling, and songwriting. I majored in communication and political science and completed a marketing internship just after graduation. For the past 3 years, I worked in a project coordinating role for a nonprofit. I actually grew up in the nonprofit world, so early on my specialty became helping organizations and people get their message out effectively! The opportunity to do content creation, creative strategy, administrative and project coordinating work in this new role is absolutely ideal!

Outside of work hours, you’ll find me in nature or exploring cool places to hang out with family and friends. I love to hike, kayak, dance, and travel anywhere new! I also love supporting local culture. I’ve made a hobby out of planning date nights and outings in Louisville! I’m a singer and musician and do music for my church. Volunteering there and with other nonprofits is one of my highest priorities. I love dark chocolate. I’m fascinated by history. I relish slow, reflective mornings. I always love learning new things so I look forward to growing with this team!

Q&A With Alea

How did you get connected with The Squad?

I first heard about The Squad through a friend who freelanced with the company. I then stayed in touch through the blog. I later signed up to be on the mailing list which led to attending a Lunch and Learn event a few months ago. I noticed the job posting shortly after that.

What's one thing you love about working here so far?

I love the team dynamics; the way we prioritize connecting and communicating well with each other and also the emphasis on understanding one another’s strengths in their roles. I also love the commitment to effective strategy and organization in the services provided to clients.

What do you like to do for fun?

I love to travel. I also love being at home on a slow Saturday morning eating brunch with my husband, writing for my blog, cleaning, and redecorating. Nature is my therapy. I enjoy hiking and being on the water. I’m a singer and musician. I spend a lot of time doing music for my church, serving with local nonprofits, and planning date nights and fun, local activities to do!

What are your passions as far as your career is concerned?

I’m passionate about creative strategy, content creation, project management, organization, and improving productivity. I hope to advance my skills in SEO, analytics, and all things related to market research. I love supporting local businesses so I’m so proud to be a part of one here and to serve clients who are small businesses or local to the community.

Anything else people should know about you?

Other than that I have been married to my husband Grant for 4 years and that we have a dog named Remington, it’s important to me to live a healthy life which also includes indulging in dark chocolate! My most notable random fact is when I was a teenager, I was in Paris and I caught a pick-pocket in the act and made him return the money.

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