Company blogs serve as the cornerstone of most successful content marketing programs, and they are a great place to get started if you’re making the shift to marketing as a lead generator for sales.
To understand why, you first need to understand where we’ve come from and why the blog has emerged as default medium for publishing.
First, we must agree that content marketing is simply marketing, and it’s the the direction that most B2B companies are heading because it provides the greatest opportunity to get involved in sales conversations.
But here’s the rub —content marketing requires lots and lots and lots of content!
Typically, that means that you’re going to have multiple authors from multiple sources both inside and outside the organization.
This was a big challenge in the old days of the web because adding even a single page of content to your website required not only thinking about where it was going to live in relation to the organization of the rest of the site, but also the bottleneck you were creating by having to assign the project to a web administrator or designer just to launch the page.
In roughly 2005, with the emergence of blogging platforms such as Wordpress, Hubspot, and more, most of this process was eliminated. Companies now had the ability to publish frequent content without the bottleneck and without consideration of where it would live on the website.
So from a practicality standpoint, blogging is by far the easiest way to handle large volumes of new, fresh content.
But that’s not all—because of its flexibility, not only can you publish text, but you can also embed multiple mediums such as video, charts and graphs, links to outside resources, and infographics to further convey your point. When you can combine all of these mediums into one place, you’ve now created killer content that people want to consume.
But that’s not even the most important reason.
Blogging is the best way to get your content found on the internet because Google and other search engines love blogs. They know that the content that’s generated there is much more organic.
Google and other search engines will send people to blogs over product pages. Why?
Because when you’re directed to a product page on someone’s website, you’re more skeptical of what you’re reading—and rightfully so. Nobody wants to be “sold.” We want to be educated so we can make an informed decision. And since most websites are typically developed as “brochure ware,” you’re automatically going to assume that the content is written with the intent to sell versus educate. Google knows this.
Because most blogging platforms contain a built-in mechanism for people to comment on it, organic content can be created. Discussions take place. Thoughts are shared. And yes, maybe some of those people are going to disagree with your assumptions.
But that’s ultimately what you want! It gives you an opportunity to acknowledge the point and explain your reasoning further. And then someone else comments, and now you have a full discussion thread—and viola! You’ve got a great post that Google is going to want to send people to, and you rise in the search results.
Even if the blog post is short, but contains a meaty discussion thread, the search value rises substantially. You simply can’t accomplish these types of search results with a traditional web page, PDF, single video, or infographic.
To further optimize this process with Google and other search engines, you need the blog classification in the URL. So, for example, old way: webaddress.com/yourarticle versus new way: webaddress.com/blog/yourarticle.
I could probably give you a hundred more reasons about the importance of establishing a blog, but since brevity (and your attention span) also comes into play, I’ll leave them to some additional posts.
If you disagree, please comment below. (See what I did there?)
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