Content marketing: blogs deserve the same attention as your website

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The benefits and possibilities of blogs and blog marketing are – hopefully – well-known by now. Blogs play an important role in an integrated and people-oriented inbound, social meda and content marketing approach. Yet, they deserve more attention.

In social media marketing, blogs are often – not always justly – described as the “hubs” around which all social activities take place. However, unfortunately, the potential of blogs is still underused and looked upon from an isolated perspective. There are still many silos in marketing and that goes for blogs as well.

You probably know that blogs are important for SEO, branding and much more, on top of the previously mentioned tactics such as inbound marketing. Most importantly they lead to interactions between people, who directly or indirectly contribute to the different marketing objectives that you have as a company. Since interactions by definition are ‘human’, it goes without saying that people and their emotional and informational needs are always the starting point of a corporate blog. This also applies to content marketing and marketing in general, by the way.

The business impact of a corporate blog

When you have a ‘corporate blog’, you will inevitably face the question of the ‘business impact’ it has. Obviously, it’s best to consider that important question before you start.

In a blog context, we often define success based on the number of visitors, reputation (which can be defined partially by looking at social interaction), the position in search engines, engagement and the traffic your blog generates to online destinations that are important to your company. These can include micro-sites, landing pages, forms, click-to-chat features, etc. Or in other words: where identification and conversion can happen. What you would typically do on these destinations is measuring the interactions people have with them and how they convert.

What marketers often forget, however, is that blogs can perfectly be integrated into a marketing automation and lead nurturing strategy as well.

From direct and indirect dialogue to conversion

People do not visit blogs for the same reasons as they visit web sites. While the purpose of people visiting your blog may partially overlap with the reason they visit your site, there is also a difference. Nevertheless, if they visit your blog, you know that they are interested in either the topics you tackle, a specific post, an author or any other purpose that is interesting to know for your company.

So, there is no reason why you should not give your blog the same attention as, for example, your website. There is no reason why your blog shouldn’t have a newsletter (or posts would be included in your other newsletters), why you shouldn’t add intelligent forms or inbound marketing tools, and why you shouldn’t use lead nurturing or conversion-oriented and informative marketing automation scenarios.

You just need to know why people visit your blog and what is relevant to them in successive steps. Maybe it is often a simple interest in your posts, but in many cases, it ultimately goes a step further. The business impact is defined by whether you have the ability to engage people, through your blog, in a dialogue and subsequent actions. Therefore, CRM and marketing automation are absolutely not a luxury in a blog context.

There are various tools and mechanisms to help you realize this goal. Soon, I will dedicate a post to the topic.

Again, blogs absolutely deserve the same attention as your website. In fact, maybe they even deserve more since you will rarely have such a direct dialogue with people on your website, as is the case on your blog.

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Author: J-P De Clerck

J-P is the founder of i-SCOOP. Born and based in Belgium, he likes to share information, thoughts, inspiration and anything regarding the convergence of marketing, management, customer-centricity, publishing, digital technologies, psychology, transformation, optimization, media and IT - in the hope it serves you. The mentioned areas are those he has been active in since 1992 as a marketer, a consultant, a publisher and a trainer. Connect on Twitter via @conversionation.

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