Content Marketing – To blog or not to blog

More content is being created in 48 hours than what was produced from the beginning of time until 2003.” – Eric Schmidt

To blog or not to blog is not even a reasonable question. You should be blogging. Before reading the rest of this post I would highly recommend opening up the 5 Pillars of Successful Content Marketing for a later viewing. Content marketing, and this blog post, are broken up in to five main categories.

  1. Audience
  2. Mapping
  3. Creation
  4. Promotion
  5. Analyzing

But what does it really take to make your content a dominating force that helps drive your company mission? Well, 89% of companies that use content marketing say that following these steps will get you there.

Hubspot explains, just how important blogging is. Each new post or page is a new opportunity to be discovered. The more content you create, the more likely someone will stumble upon it and find it useful. Seems simple, doesn’t it? They continue to give a lot of basic suggestions that seem self explanatory, but I’m sure they are constantly looked over.

  • Keep your buyer persona in mind
  • Address one topic per blog post
  • Blog consistently and frequently
  • Don’t forget about great formatting and imagery
  • Or miss out on lead conversion opportunities

Don’t they seem simple? That’s what I thought about when I looked over the list for the first time. I think thought about it. I forget these all the time when I’m blogging. The hardest one I’ve noticed from personal experience is the third one, blogging consistently and frequently. Luckily with these marketing posts we have deadlines and if I want to succeed in my marketing class I’ll meet those, but with my personal blog it’s all up to my discretion. This week has been unreasonably busy for me, so my personal blog has gone to the side of my priorities list. This is time spent missing out on potential followers and readers!

Finally, you’ve written your post, followed all these rules and steps, how do you promote it?

  1. Leverage your website
  2. Use your social media presence
  3. Include in email marketing
  4. Connect with your network

If you haven’t realized this by now, marketing is way more important than the actual sales in a sales cycle. The buyers journey can actually be broken down into three main parts: awareness, consideration, decision. Hubspot goes on to explain that you can’t have inbound marketing without content. Think about it…

They take it one step further, and similar to the blog post above, they break it down into five main steps.

  1. Plan
  2. Produce
  3. Distribute
  4. Analyze
  5. Repeat

This report by Kane Jamison is basically stating the do’s and don’t’s of content marketing trends. I could list everything he stated, but it’s in a really cool format and you should definitely check it out. However, one of his slides (#15) is about e-mail marketing.


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