There is a large margin between producing online content and effective blogging. This gap is why so many people ask, “What purpose does blogging serve?”
Companies see the amount of time and level of work are needed to produce consistent, quality blogs and decide it’s not worth the resources. Don’t make that mistake. In a recent article for Insideview they state that companies using blogging and content marketing generate 66% more leads than companies relying on other traditional marketing strategies.
We know that our clients don’t take on an expense without having absolute confidence in the finished product. At Autumn Consulting, we have that confidence in our content marketing strategy. Here are two concrete reasons why.
- Building online content shows the depth of a company’s team. This adds value when prospects conduct searches and find our website.
- blog content becomes the base materials used in email marketing, by repurposing the written material.
B2B marketing requires quality content. There is no better way of exhibiting expertise, versatility, and credibility than using those qualities to produce material that helps your audience.
Writing engaging material benefits a website by offering potential clients content they value, creating what is known as “Pull Marketing”. By understanding your target audiences needs, you can pull that audience to your website by answering their most common questions in a well-written blog. Forbes pointed out in a 2014 article how pull marketing is an effective B2B marketing tool for targeting a demographic. The article heralded blogs, saying “(c)ontent is still king.”
Repurposing Written Material
If you got it, flaunt it.
Once blogging is a regularly updated part of a larger content marketing strategy, repurposing that blog becomes the objective. The same blog can be rolled into other strategies to optimize the time and energy spent on the original material. This is one of the reasons Demand Metric calculated “content marketing cost to be 62% less than traditional marketing”.
Repurposing custom content has endless benefits for a marketing team. As long as a website produces a quality blog driven to help the target audience there will alway be content available for email marketing and social media engagement. The versatility offered by writing a blog is hard to match.
Blogging should be a central component of any B2B marketing strategy. Building content to show authenticity and credibility can drastically improve lead generation. And repurposing your content boosts efficiency and widens your reach. These two areas give a clear purpose to blogging. With 80% of people saying they research a company by looking through their content before becoming a customer, blogging is a necessity. It is simply one of the best ways a company can offer value to its target demographic. That is why we blog.
Contact us and let’s have a conversation about how blogging can generate more leads for your company.