Starting with content marketing is exciting, but it can be overwhelming. How do you choose where to start when there are so many enticing options?
I say: start with blogging.
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Why? The benefits of blogging for business are real. According to Hubspot, “57% of businesses have acquired a customer through their company blog.”
The benefits certainly don’t end there when it comes to SEO, traffic, and leads.
Here are several reasons you need to start blogging now.
Google: More content, more indexed pages, more traffic
It’s really hard to generate consistent SEO value without blogging. Google likes fresh content, and the information on blogs is more likely to get shared on social media than other pages of your site.
“The average company that blogs generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages.”
That’s powerful and convincing results that lay a great foundation for reaping the benefits that turn SEO into sales.
The difference between blogging monthly and not blogging are clear, too.
HubSpot‘s research shows, across the board, that more blog monthly and total blog posts generate more traffic from SEO and more leads.
Companies that published 9 to 15 blog posts a month saw about 400% more traffic than those that didn’t publish any posts.
These companies also obtained about 500% more leads than those that don’t blog.
Need I say more? Blogging is suited perfectly for SEO.
Blogs work for any business
A major gripe I hear for starting a blog for a business is “I don’t where to get ideas.” So how do you write about “boring” topics like swimming pools?
Well, it’s definitely possible, and a guy named Marcus Sheriden has been very successful doing just that. He started a blog for his swimming pool business and generated over $2 million in sales from it.
Don’t let coming up with ideas stop you, either. It’s often as simple as writing blog posts that answer questions your customers may have. It’s a double-win since it’s useful information and if people are searching Google with this particular questions, they’re more likely to end up on your site.
Leads cost less than transitional advertising
According to data from G+, content marketing leads costs about 61% less than traditional marketing leads, at $135 vs. $346 per lead, respectively.
Blogging helps to access this advantage. Not only can you get the benefits described above by HubSpot, but you can do so at a lower cost than traditional means.
Content can be reused to create greater value
Blog content isn’t a one-shot deal. While you may get the most traffic when a post is published or from searches, there are several ways keep getting value out of the content you’ve taken the time and resources to create.
Some ways you can do this:
Use blog content in email marketing . Maybe you have an idea for an email series that ties in 7 or 8 blog posts you’ve written with a common theme. It’s okay to copy what you’ve written and include it here rather than trying to rewrite everything. Taking great content and making it easier to access is a win.
. Maybe you have an idea for an email series that ties in 7 or 8 blog posts you’ve written with a common theme. It’s okay to copy what you’ve written and include it here rather than trying to rewrite everything. Taking great content and making it easier to access is a win. Link to old blog posts . If great blog posts that serve as fantastic references are buried in the archives, link to them. Having these resources on your site rather than sending them off to other blogs helps build your brand rather than someone else’s.
Create ebooks . Again, just like with email, you can repackage blog posts and give them away in another format to help generate leads. Maybe the way you organize your ebook provides an even more useful way for readers to absorb what you’ve written.
While the up-front cost in time and resources may be high, generating high-quality content has more lasting value than weak blog posts that are written just for SEO and don’t provide value to readers.
More targeted leads
Content in blogs has the ability to be tailored and found by very specific audiences. It’s no wonder that it serves as a great way to get targeted leads.
Looking to attract customers that are interested in “web hosting for WordPress”? There are over 18,000 web searches a month containing these terms. Writing a blog post on the topic is a great way to start targeting this audience of potential customers while explaining the benefits of your product or service.
Easier to generate more content
Having a team of content generators in your company is helpful. But if you don’t have the resources on hand to pump out blog posts, don’t let that stop you.
Outsourcing content creation is easier than ever. According to Content Marketing Institute, about 44% of B2B companies outsource content creation in some way. By doing so, you can have an expert in content marketing help you with a tailored strategy at costs that may be less than employing someone to do the same.