When we speak with blog writing prospects it’s almost a guarantee that we’ll get asked the question: “Why should I outsource our blog writing to an agency when I can get our employees to do if for free?”
As I scour the Interwebs seeking new clients I often find myself at company blogs. Some are fantastic! Others, however, leave me scratching my head. I consider good blogging to be the gateway into a company’s social media footprint; the foundation of the social media conversation they are looking to engage in. And yet, their blog is built without any of the tools required for a two way conversation or general stickiness.
We’re constantly speaking to clients, prospects and friends about the power of social media and blogging. What kind of power and what ROI expectations usually become part of the conversation. I certainly understand the need to justify marketing spend; my marketing roots are in direct response, where measurement and ROI reign supreme. That said I think that too much focus is spent on ROI when it comes to social media marketing and blogging.
You have a blog, and while that’s a great start you need to start getting people to read it. Preferably the right people – prospects, customers, partners, industry colleagues, etc. While it can take time to generate a solid following, don’t give up. I see too many companies with blogs that started strong, yet the last post was five months ago. Had they kept up their momentum… well I guess they’ll never know.
So, yes, we had some predictions around content creation and blogging for 2012. I’ll have to admit though, these weren’t much of a stretch in terms of predicting the future. We all know that focusing on content for SEO, and online brand visibility, has been blowing up. Knowing that, we made some not-so-bold predictions for this past year. Let’s look at the predictions and see if we were remotely close.
Today, content and content marketing are playing a central role in online brand visibility. Without a steady flow of fresh, relevant, well-written content your site will not be maximizing its search engine presence.
Content can come in many forms, all of which – if optimized – can set your site apart from competitors, giving you better online brand visibility, but perhaps even more important – a voice. A seat at the table, as they say, brings thought-leadership which goes miles toward shrinking sales cycles and converting new business.
These content ideas and more are what it takes these days. Explore our site to learn more or give us a call today to walk through countless content marketing ideas that will have you standing out from the crowd.