Andrew Davis explained content marketing simply when he said, “Content builds relationships. Relationships are built on trust. Trust drives revenue.” At its core, content marketing aims to build trust among its readers, and blogging is a key piece to solving the lead generation (lead gen) puzzle through content marketing.
If you are still questioning how blogging equals more leads, then you have come to the right place. Blogging isn’t just for college hipsters and stay-at-home moms — it truly does help grow your business! Blogging fosters relationships with potential customers, helps increase search rankings, builds trust, and much more. Read on to learn how blogging actually equals revenue.
Did you know that B2B buyers are at least 57% through the buying process before they contact a potential supplier, and that some are as much as 70% complete with the decision-making process before even reaching out to a vendor? This means it is more important than ever to be in front of the customer during their online research.
Blogging is a great way to increase your business’s chances of being found by users searching online. More optimized content being posted to your website on a regular basis creates a much higher chance of potential customers finding it when doing online research.
For example, when a potential customer searches for “advantages of using a telecom agent” or “ways a small business can save money using the cloud,” is your business popping up on the first page on Google? Hint: phrases such as these (as they relate to your business, of course) are great starting points for blogs. Want more tips like this? This blog is for you.
Becoming a Thought Leader
When your company posts relevant and informative content, you not only demonstrate industry expertise, you also establish your company as a thought leader in the industry. When prospects think of your blog as a trusted source of information, they are much more likely to think of it the next time an IT problem comes up. Want more a detailed explanation of writing a great blog? Check out our tips here.
Building trust with blogging relies heavily on posting high quality content on a consistent basis. Keep in mind that establishing trust and building a relationship takes time, so consistency is key. Try to blog about once a week, but make sure that the content being posted is of value. Don’t post something just for the sake of posting!
Once your company blog is posting valuable content on a regular basis, you can start to turn those readers into leads! Here are a few ways to get readers to convert from a blog:
- Always use a CTA in the text of your blog posts.
- If possible, integrate a contact form at the bottom of each blog.
- Offer exclusive “gated” content (such as a white paper or ebook) that readers have to sign up to access.
- Set up a slide-in CTA.
- Offer a blog subscription service so readers are notified when new blogs are posted.
- Stick to an editorial calendar.
- Share blog content on social media.