Is Blogging Really a Necessary Marketing Tool?

seanroyer
Sean Royer CEO, SyneCore Technologies

Posted on December 18th 2013

Is Blogging Really a Necessary Marketing Tool?

describe the imageYour customers and prospects encounter content every day. Some of it good, most of it is forgotten immediately. It is your job to make sure that your business content is remembered and has a positive impact on your customers.

A great way to do this is by creating an informative and engaging blog. Many businesses are still debating whether they should pour effort and resources into creating and maintain a blog. The answer is, of course, a resounding YES. Even if you do not particularly want to blog, you have to understand that your prosects and customers want to read/hear/watch what you have to say. According to a Custom Content Council survey, 61% of consumers say they feel better about a business that offers custom content and, in turn, are more likely to buy from that company.

Building The Connection

Blogging is one of the easiest and most effective ways to form a connection with prospects and customers. They can review your content at their leisure and then contextualize it to their individual situation. It's simple: content plus context equals connection. It is important that you remember this equation.

The content that you create should be of value to your reader. If it is one long sales pitch, they will tune it out and your chance at connection is lost. Most prospects and customers know that you are in business to sell products or services, but they also want valuable content.

Strategize, Strategize, Strategize!

Now that you have decided that it is important for your business to have a blog (you have decided that, right?), it is time to create a blogging strategy.

One if the most important aspects of blogging is consistency. You cannot just post content whenever you feel like it. Your customers expect content on a regular basis. You should be posting content at least once a week. Preferably, you should be blogging on a daily basis, but if you can’t do that, pick one day a week and post on that day. This way your customers know when to look for new content.

Coming Up With Ideas

Coming up with ideas for blog content is actually pretty easy. You're already sitting on great content ideas, you just may not realize it. They are in your memos and white papers, notes from sales calls or client interface, comments on social media forums, industry newsletters and customer surveys - the list goes on and on. Anything that will answer a question that your prospects or customers have, or help them resolve a want or a need or make a decision can be turned into blog content.

If for some reason you do not have any of these resources you can always do it the old fashioned way: simply ask your customers what questions or concerns they have.

By blogging on a regular basis, you will become a trusted source of information for your prospects and customers. This will also serve to strengthen the connections with your brand, which will effectively increase your bottom line.

seanroyer

Sean Royer

CEO, SyneCore Technologies

Sean Royer is CEO of Minneapolis-based Integrated Digital Marketing Agency, SyneCoreTech

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Comments

emarketing .
Posted on December 18th 2013 at 12:53PM

Hi Royer

This is hi-tech period and blogging is an important tool for any business. It is not neccessry but It is one of important tool which connect you customers.

hailley
Posted on December 18th 2013 at 2:18PM

Blogging definitely offers a ton of benefits, which you named, and that's primarily why it's good right now. If ever the tide changes, so will the strategy, although I think blogging is here to stay for the moment. 

Great post! 

 

Barbara Mckinney
Posted on December 18th 2013 at 9:49PM

There's no doubt that blog is the most important tool in marketing.An effective business blog is not a news feed about your company. If you would like to share news about your company, start a news feed or a newsletter, do not post it on your blog.A blog is a place to share insights about your industry and the solutions your general products or services can provide to your ideal customers.

Akash Agarwal
Posted on December 19th 2013 at 5:40AM

Blog is a way to share your thoughts on your interest. offcourse blogging is a necessary marketing tool. Thanks for sharing such nice information.

Frank Ramirez
Posted on December 19th 2013 at 3:21PM
Ok – let’s look at the quant data here “According to a Custom Content Council survey, 61% of consumers say they feel better about a business that offers custom content and, in turn, are more likely to buy from that company.” So basically an organization sponsors research to support its own ideology/POV and this is the best data they can come up with on the value. “61%,…more likely” – I am not feeling very warm and fuzzy. The more scientific Edelman trust survey has shown for many years that the least trusted source of data is from company insiders. Consumers in fact value trusted, neutral insights from educated specialized press/analyst and organizations that are sympathetic to their needs. Does a company blog provide that? Does a company blog really generate new good quality leads? Does it more efficiently and effectively drive sales than other channels? Then there is the issue of opportunity costs - Is driving editorial PR better? Is meeting with analysts better? Let’s not promote qualitative digital rhetoric “reasoning” – get some real case study numbers for different industries that are validated by a neutral 3rd party. Then we can invest in communications efforts as appropriate.