When you consider the authenticity, relationship building, storytelling, versatility, and low cost, blogging could be the most valuable content element in your content mix. To get the most out of it yours needs to be personal, conversational, informative and useful.
There’s a classic story about W. M. Wrigley, chewing gum industrialist, I remember from Business 101. He took his new accountant to a Cubs game, the team and park just two of his many holdings, on Chicago’s north side.
Riding along in the El Train they were discussing business matters. The young newbie fresh from college earnestly said, “Mr. Wrigley, I am completely convinced we could cut our advertising costs in half and not notice the difference”. The bemused Mr. Wrigley replied, “and I am convinced you may be correct – – but which half?”
The Business Blog, New Messaging Tool for a New Age
There was no easy answer then and there still isn’t today. The marketing basics of today are the same as when RW Wrigley reigned over his chewing gum empire. If you fail to bring your prospect to a certain comfort level by building trust, you won’t get the sale.
With a business career starting with helping my Grandfather at his crossroads general store in rural Wisconsin to sales in print advertising, ready-to-wear, and lighting, to National Sales Manager, to Division Director of a larger manufacturer I have grown to appreciate an enduring truism; across the board, large or small, no matter the type of business, the ones that communicate the best are the most successful.
Where text is concerned Blogs should be the sharpest tool in your box.
Almost as old as the internet itself blogging has endured through many trends in digital messaging over the years because it is versatile and compelling. Your blog should be like checking in with an old friend. Ideally, it should inform, entertain, and engage.
Why Blog? Proof in Numbers
In his study, Rand Fishkin at MOZ.com looks at Top 10 Types of Content That Work Best for SEO and shows that written content occupies the top three spots. Blog Post is right on top. A Content Marketing Institute survey from 2019 echoes the findings.
Mega marketer Neil Patel advises the trend for blogging best practices in 2020 is increased personalization.
Meanwhile, the growth of content marketing, actually very new in the greater scheme of things, is expanding more than ever. With it so is the demand for quality writing, which is outpacing supply. It has gotten to the point that AI, artificial intelligence, developers are introducing writing programs to keep up. Robot copy for personalization? I don’t think so.
The Business Blog Sweet Spot
Blogs provide more info than a paid advertisement and less than a white paper. It can personalize your business in a more meaningful way, so long as you get the voice right. Your voice. A blog shows that prospects and customers are dealing with real live people and they will not be treated like a number when they do business with you.
In a world where authenticity is more important than ever, and AI robot copy is about to muddle up the internet, it is more important than ever to make your words count.
I urge all clients and prospects to give their blog a good hard look to see how, or if, it aligns with your personality. Does it engage, entertain and inform? Does the copy lend itself to posting tidbits to other channels like Facebook and Twitter?
To kick around ideas on starting, upgrading, or curating your blog call or email me to make an appointment for a free half-hour phone consultation.