The #1 Reason Blog Content Creation Should Be Part of Your Marketing Strategy

Blog Content Creation

One of the most common misconceptions that people have about social media marketing is that it's all about social media platforms. They think that just because they have a robust presence on Facebook, Twitter, Pinterest, Google+ and LinkedIn, that they're all set.

But even if you're actively involved on all of those platforms, if you miss one additional piece of your social media marketing strategy, you're losing business.

I'm talking about blogging.

Blogging is part of an overall marketing strategy called inbound marketing. Inbound marketing is more like fishing than traditional (or outbound) marketing. Inbound marketing is a bit like fishing – it's the process of putting quality, relevant, valuable content in front of your ideal customer at the right time. Get inbound marketing right, and your customers see your marketing as providing a welcome service. This is in contrast to outbound marketing (blasting your message to as many people as possible, hoping you happen to get it in front of someone interested). Outbound marketing is seen as intrusive, spammy, and unwelcome by the vast majority of people. (Think of the DVR…when we have the chance to skip the commercials, we do).

Did you know that blogging is part of a complete social media strategy? And it's not just me saying this. Of businesses that blog, 57% have acquired a customer through their blog. And 92% of businesses that blog multiple times a day have gained a customer from their blog. It's simple. The number one reason you need to include blogging as part of your marketing strategy is because it will gain you more prospects and more customers.

Could you use more customers?

There are a number of reasons why blogging brings an increase in website traffic and in customers. The first has to do with the art of search engine optimization, aka SEO. Google continues to refine its means of finding and delivering search engine results pages (SERP). One factor that boosts every business's ranking on a Google search is frequency of posting. Google assumes that if you are regularly posting quality content, it's more likely that your content is authoritative in your field.

Notice I didn't say keyword-stuffed articles that try to "game the system" of search engine results. Those days are long gone, and while there is a place for SEO, it's after quality content is produced. SEO isn't the method through which content is produced. Using a blog to acquire more customers is a long-term strategy, not a quick fix. It requires both creating quality content and doing so on a regular basis.  

Another reason blogging nets more prospects and customers is that it gives your customers a reason to come back to your website on a regular basis. If you are providing quality information regularly and repeatedly that benefits the lives of your customers, they will naturally see you as someone who provides value to their lives and businesses. That builds a basis for trust between you and your customers. Trust builds loyalty, and loyalty brings both initial and repeat business.

Blogging brings prospects and customers. This is the #1 reason it's critical as part of your online marketing strategy.

Are you using a blog as part of your marketing? Leave a comment below; I'd love to hear. 

27 Comments

  1. I am working towards a new marketing theme, and i have been told to include blogging, but seriously i don't understand even the basics of blogging nevermind how i would attract clients to it. Part of the problem is that my target market male over 50+ is not really involved in the computer age. Then for them to be attracted they have to have a prostate problem. I have considered that their significant other may be more likely to prod them to my service, but i have no idea how literate they might be. The other thing about blogging is how do i find people that actually want to read what I write, I don't tend to read blogs, at least i don't think i do. and when people send me stuff, like improve your SEO, seriously i could care less because my market is within one hundred miles of my home or office not in Australia. WordPress has been suggested, however I have a joomla website that could be tweaked to start the process – to say this whole marketing thing leaves me empty would be an overstatement. regards lorne

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    • Lorne, blogging is most definitely important as it provides a medium for you to communicate with your audience. Feel free to send me a message through social media or email me anytime if you have any questions along the way.

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  2. Thank you Edmund for throwing light on this topic. You are spot on about blogging as an inbound marketing strategy to draw more targeted visitors to your website which showcases your product or services.

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  3. Edmund, thanks in part to you and other smart social media folks, we just launched our blog this week. We intended to blog when we started the business 2 years ago, but it was one of those things that we put off. We're excited about this new direction, so thank you for helping out with a gentle nudge!

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  4. Great information on blogging and content.  Agree, blogs are our main piece of real estate for online marketing.

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  5. I do blog regularly with what I hope is quality content 🙂 Even though we don't need to stuff it with keywords, should they still be in there or is having them in tags enough?

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  6. Love your opening line "One of the most common misconceptions that people have about social media marketing is that it's all about social media platforms. They think that just because they have a robust presence on Facebook, Twitter, Pinterest, Google+ and LinkedIn, that they're all set."…you are so right so many simply don't think about content as a critical piece of the pie.

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  7. I never realized how important it was until I started blogging! Now I try my best to emphasize it to my consulting clients. Often people don't truly understand the importance of it. Great post.

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  8. Great information. Blogging is a work in progress for me and I am learing every day. Thank you for sharing.

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  9. Great article Edmund.  If we miss this point, we're spinning our wheels so to say!  Blogging quality content will develop loyal followers who become customers in time.   I loved hearing the statistics and am going to be more committed to making sure this happens.  Thank for reminding us just how important it is!

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  10. It's been 4 years since I learned what a blog was. Now it is fun to research and take vital health information to my readers. Blogging has bridged the gap between my ideal customer, business partner and me.

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  11. Great post Edmund. I can personally attest to the value of blogging to increase traffic and get more visibility. Like many people, I had a static site for the longest time, but it became a case of diminishing returns because there were no real or consistent updates. Now that I've been at it for almost a year, it's made a tremendous difference. Anyone who isn't blogging is missing the opportunity to attract new customers and forfeiting business, even if that is not their intent. Thanks for your insights!
    Dawn Lanier recently posted..Be Awesome TodayMy Profile

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  12. I have heard so much about the content and value of information we provide on our blogs…I find it is easier when I remember that I am sharing what I am passionate about with people I care deeply about. The downfall is that I tend to go on and on!!! Great tips!

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  13. Great article and statistics, Edmond!  Sharing and I am very inspired to more and better blogging! 🙂 Thank you for sharing ~Sarah

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  14. I love the blog aspect of my business! i post twice a week and have many guest articlesthatalos go out it each week! Love it! Thanks, Edmund!

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  15.  

    Yes Edmund, I totally agree with you that Blogging is an essential part of Marketing Strategy. The illustration on your article explains it all- the puzzle bridge wouldn’t be complete if this the Blogging part is missing. Thanks for sharing.

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  16. GREAT info as always, Edmund! I have spent the last six plus months really learning about the various Social Media platforms, and my Blog has suffered in the process. Now that I have gained a wealth of knowledge in the SM arena, I am starting to actively write and really enjoy doing so! Thanks for sharing the importance of it all!

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  17. I've been blogging since 2004, and really only this year have branched out in a big way to embrace the other social media platforms. I'm a big advocate of blogging and creating relevant content to share with readers, fans, and followers.

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  18. Sometimes we get so busy interaction or being social that we forget the blog is the foundation of our message and product. Thanks for reminding us.

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    • You’re welcome Pamela. The blog is definitely the foundation 🙂

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  19. Hi Edmund,

    Just wondering what you think of Michael Stelzner's negative fishing analogy in 'Launch'?  In the book, I believe he describes traditional outbound (or interruption) marketing as like fishing:

    "Most of us have been taught that marketing is about making an offer that attracts people.  We've been trained to focus on creating the right arrangement of words and delivering them in the right place, at the right time, using the right medium.

    We're treating people like fish.  If we just create a better lure than our competitors, silently climb into a boat, and simply cast that bait right on top of our customers, they'll bite.  Or so the theory goes…

    But here's where marketing let's us down: It can't predict when people are ready to buy the type of widget you have to sell."

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    • I haven’t read the book, but if I understand your description accurately, I would say that the focus should always be on building relationships vs. treating people like fish.  When we focus on building relationships, that’s where the differentiator is.

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  20. Great post to keep us focused on the basics ie sharing truly good content. What’s your view on sharing links to your blog on social media?

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    • I think that's a great strategy to incorporate. It gives your audience access to some of the great content that you've written (in a more in depth level).

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  21. I can constantly rely on edmundslee.com for some terrific evaluations as well as thoughtful analysis – great job and keep it up in the future. Ishikawa

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    • Thanks for the kind words. =)

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