MARKETING & ADVERTISING • November 17, 2016
2 minutes Read
When 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:
On the other hand, the cons include:
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.”
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