This is a part of a series that was created to help you get the practice of corporate blogging built into your company. This series will walk through the process and necessary roles, in addition to guides for each role to help your company get started quickly.
Corporate blogging offers significant benefits to your customer development efforts:
Increase the number of visitors to your site who will be interested in your ideas and who may also become interested in your products and services.
According to Chris Baggott, CEO of Compendium Blogware, 80% of blog traffic comes from first-time visitors via search engines. A properly optimized blog that uses keywords strategically will continuously move you up in page rankings over time and bring more visitors to your blogs. In addition, corporate blog posts give you material for your social media strategy, as you can tweet and post short summaries to your targeted social media sites (such as Facebook, LinkedIn, Twitter) and incorporate the ideas in more specialized discussion forums and community sites.
Better communicate who you are to the world.
Blogging gives a voice to all your employees and enables them to share their expertise – and their personalities – with your target audience. The blogs reflect your company culture and help prospects connect with you as people. Blogs are a tremendous communication vehicle for showing the world who you are.
Improve your brand equity with timely, relevant, and useful content.
Your visitors are looking for content that addresses their information needs. Your blog is the perfect place to provide the content, and the better you address their needs, the more they understand and appreciate your team and your company. This is a great way to build your brand equity (the understanding of who you are through the eyes of your target audience).
Generate more qualified leads, sales opportunities, and sales.
A corporate blog gives you expanded reach to explain who you are, what you do, and the value proposition that you offer to a broader audience. A properly executed blog will raise the number of qualified leads you receive and ultimately increase your sales.
Improve your sales productivity.
The blog gives you the opportunity to communicate the same message to a broad audience, versus having to have the same conversations one-on-one with each prospect individually. This enables you to 1) move prospects through the sales cycle faster with less time spent by salespeople and 2) increase the conversion rate of leads into sales.
Measure how well you are communicating your value proposition and continuously improve your messages over time.
Analytical tools enable you to track the progress of your program; the data helps you determine where to focus your efforts moving forward.
Make your employees more customer-oriented.
There are very few practices that are better than writing a regular blog post to the target audience to help get every employee actively engaged in the customer’s perspective.
Give the marketing team material to use for other purposes.
Good ongoing blog posts generate ideas, inspirational content, and material that the marketing team can repurpose into additional content for your target prospects, customers, and the people who influence them.