Blog marketing seems simple enough. It’s the art of reaching your target market through the use of a blog. Your inbound marketing strategy should rely heavily on blog marketing, but it’s definitely not the only component. As it’s grown in popularity and in importance, many digital marketers now believe it’s the most important part of their marketing strategy.
Why is blogging so important? For one, according to HubSpot’s State of Inbound study last year, B2B marketers that use blogs receive 67% more leads than those who don’t.
That means companies that blog receive two-thirds more leads than those who don’t! As few as ten years ago, blogs were viewed as the ramblings of the lonely. How did we get here?
The Importance of Blog Marketing
Very simply, the power of blog marketing has risen because the buying process has changed. As 57% of the buying process is complete before contacting a sales rep, your customers are performing diligent research, comparing different solutions to their business problem, reading about the perspective of different companies, and then contacting sales reps. In fact, 47% of buyers viewed 3 to 5 pieces of content before engaging a sales rep.
Your customers are searching for information. If you’re not using blog marketing as a key component of your inbound marketing strategy, they’re getting the information from other sources: your competitors.
A strong blog, updated regularly, with relevant, current information, will get your company recognized by potential buyers as they perform their research.
Blog Marketing and Your Inbound Marketing Strategy
Inbound marketing drives traffic, generates leads, and increases sales. How? By providing content to a targeted audience optimized for specific keywords and specific points in the buying process.
What’s the best and cheapest way to do that?
Companies that blog have 434% more indexed pages on their website compared to those who don’t. And, as stated by the Search Engine Journal, companies with more indexed pages generate more leads because they’re providing more information to their customers. However, it’s also because the greater the number of indexed pages, the higher your domain authority. And you guessed it, the higher your domain authority, the higher you rank on Google.
Research shows that companies with 51 – 100 blog posts receive more blog traffic than sites with less than 50. The traffic continues to grow for sites with more blogs until it explodes at 400, which, according to HubSpot, seems to be the tipping point: “Companies that had published 401+ blog posts in total got about twice as much traffic as companies that published 301-400 blog posts.”
Benefits of Blog Marketing
- Develop Trust
- SEO Optimized
- Target Specific Keywords
- Target Specific Audience
- Target Specific Points in Buying Process
- Evergreen (Can use over and over)
- Funnel Visitors Through Buying Process
- Generate More, Cheaper Leads
- Add Site Density (Helps with SEO)
- Stay Ahead of Competitors
Inbound Marketing and Blogging
How is your company focused on driving traffic to your website? Or, a better question is, does your company use your website as a resource for your potential buyers?
Many companies have realized the importance of blog marketing and plan to increase their blogging in the coming years. However, many others still own a passive website that just sits there, looking pretty.
Your site may have beautiful graphics. It may have a user-friendly layout. It may even have such great SEO that it ranks on Google’s first page. But it’s simply sitting there waiting for visitors to come and see it. And when your potential buyers do come to your site, what do they see? Is your site a resource for customers, guiding them through the buying process? Or is it simply one big advertisement, shouting about the solutions your company provides?
A well-structured inbound marketing strategy uses blog marketing to drive traffic to your site. That means you’re actively luring prospects in and providing the content they need to make an informed buying decision. Stop allowing your customers to choose your competitors because you lack relevant information on your website.
When done properly, blogging will increase your Google search results. 81% of B2B purchases begin with a search. Your potential buyers are searching for the information to solve their business problem. In the same study by Social Media Today, 90% of buyers said that when they’re ready to buy, they’ll contact you.
That’s why inbound marketing and content marketing leads cost 61% less than outbound leads. Technology has changed marketing and the buying process. Stop wasting precious resources using the marketing techniques of the past and focus on leveraging new technology and techniques to present your firm as an industry leader.
Leverage the available information. Blogs are 63% more likely to influence purchase decisions for consumers than magazines. Outbound marketing isn’t dead, as I discussed in my article Inbound Marketing vs. Outbound Marketing. However, the importance of blog marketing has become a required component of your inbound marketing strategy.
If your company needs help creating a blog marketing strategy, continue reading about the Benefits of Inbound Marketing for Small Businesses. Then, contact me today so I can help you drive more traffic, generate more leads, and increase your sales.
Stop running a passive website and start driving customers to your business!
Create Your Story, Promote It, and Perfect Your Strategy
How to Choose a Digital Marketing Agency
Benefits of Inbound Marketing for Small Businesses
SEO vs. SEM
What is Inbound Marketing?
What is a Landing Page?
SEO and Optimized Content
Inbound Marketing Services
Social Media Marketing
Generate more leads through properly structured content. Copyright Mike D. O’Brien 2016