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Blog Blitz: How Can Strategic Content Help Your Small Business?

By CAN Capital

2 minutes Read

blog blitzWhen you think of blogging, you may think of the rambling odes to cats to which your friend asks you to subscribe as she tries to build her fantasy career as a writer.

Her stream-of-consciousness scribblings may fall under the blog category, but the real story is how strategically conceived, well-written blogs that provide valuable information to readers are impacting the marketing world. Marketing news site business2community.com determined last year that blogging influences purchase decisions more than both social media sites and magazines. Seventy percent of customers say they’re influenced to buy by blogs, and small businesses that blog generate a whopping 126 percent more lead growth than those that don’t.

The methodology is particularly effective in the B2B segment, with 76 percent of B2B marketers using it to attract new customers and 79 percent of users reporting a positive ROI. But businesses in any industry are good candidates for a blogging program as long as they’re able to regularly provide information that’s of value to their customer bases.

Among other benefits, blogs can act as a less commercial, more helpful form of marketing in a world where ad-weary consumers are turning to ad blockers.

Some of the benefits for small businesses include:

  1. Well-written and relevant blogs help establish your small business as an industry leader, promoting credibility and conversions.
  2. Blogs can make your company seem more personal, giving readers a sense of your standards, vision and personality.
  3. Publishing blogs doesn’t have to be difficult, time consuming or expensive. The technologies are so user-friendly that the average employee can master updates.
  4. Many people read blogs over other website content because they require less website navigation.
  5. Blogs work to drive more traffic to your website via SEO and sharing among users.
  6. Audiences can easily get automatic access to each new post by subscribing to the blog’s RSS feed.
  7. Your blogs do double duty for your business when they incorporate surveys, requests for feedback and links to other relevant links on your website.

On the other hand, the cons include:

  1. If you’re not a writer yourself, you must find effective writers who can meet deadlines. That group may or may not include current staffers. Additionally, hiring professionals comes with a cost; Verticalmeasures.com recently placed the cost of one piece of professional content marketing (i.e. a blog, case study or white paper) at $500 to $3,000 depending on its length and complexity.
  2. SEO optimization is key to marketing effectiveness, and ranking keywords and terms can be difficult in the long term.
  3. Some readers may not view your blog as a credible source, given the huge number of blogs of questionable quality available on the web.

In spite of those disadvantages, the Content Marketing Institute contends 73 percent of major organizations already hire someone to manage such content marketing strategy.

“It doesn’t matter which industry you are in,” reiterates Jackline Kalyonge in business2community.com. “All businesses can benefit from blogging regardless of how ‘boring’ you think your niche is.”

Photo credit: Aniwhite/shutterstock.com

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