Lately a lot of our clients have been inquiring about adding a blog to their online marketing efforts. So, when I came across this article last week and thought it was a good one, I decided that it would be worth sharing here.
Blogs can be an excellent way to drive traffic to your website, particularly new traffic, if your blog is seen as useful and credible. Part of building this credibility is having authenticity and transparency. In other words, the content on your blog is not something that should be run through the marketing chain of approval 10 times for the perfect copy. It isn't a sales pitch. And it doesn't have to have the CEO's name on it.
You will have good posts, bad posts and some that are in between. A blog is not a website: it is a lot less polished and invites prospect contact.
Also, it's important to note this: blogs take time.
If you are expecting your agency to build a blog and have it magically drive tons of traffic on its own, think again. Building the initial blog is the easy part. It’s the time spent on a daily or weekly basis delivering useful content to your user that is the challenge.
So, how do you decide if you want to invest in a blog to help build community for your product(s) and service(s)?