When we approach businesses with the thought that blogging isn't simply a means of gaining thought leadership, authority, trust, etc. in their space but present it as a viable means of growing your business and driving leads, it throws some folks off.
The businesses that understand it; however, see that by publishing content - and subsequently growing traffic through search, referral traffic, subscribers, etc. begin to then question the return on investment on a corporate blogging program. That's when we really get them to envision business blogging as a great marketing opportunity.
When you put numbers in front of a marketer like cost per lead, return on marketing investment, average deal size, customer value, etc... they begin to envision a blogging strategy as they do the rest of their marketing strategies or campaigns. They compare it to PPC, print, display, broadcast, etc.
Corporate blogging is unlike any of those marketing mediums. By creating an ongoing content strategy, you actually build momentum and continue to improve on your results instead of starting over with each campaign.
The typical marketing timeline with a number of typical marketing campaigns may look like this when generating leads:
Each time you start a new campaign, you start at zero, finish the campaign, and start over. Costs continue to climb and the Return on Marketing Investment bounces based on the expense and results of each campaign.
A corporate blogging strategy; however, builds momentum over time - increasing leads, decreasing the costs per lead and growing your Return on Marketing Investment. This is why Compendium engages customers on an annual basis! It takes time to see the results of blogging for business.
The great news is that as you continue to grow your readership and search results, the following year's return on investment is better than the first year. Third year is better than the second, and so on.
The businesses that understand it; however, see that by publishing content - and subsequently growing traffic through search, referral traffic, subscribers, etc. begin to then question the return on investment on a corporate blogging program. That's when we really get them to envision business blogging as a great marketing opportunity.
When you put numbers in front of a marketer like cost per lead, return on marketing investment, average deal size, customer value, etc... they begin to envision a blogging strategy as they do the rest of their marketing strategies or campaigns. They compare it to PPC, print, display, broadcast, etc.
Corporate blogging is unlike any of those marketing mediums. By creating an ongoing content strategy, you actually build momentum and continue to improve on your results instead of starting over with each campaign.
The typical marketing timeline with a number of typical marketing campaigns may look like this when generating leads:
Each time you start a new campaign, you start at zero, finish the campaign, and start over. Costs continue to climb and the Return on Marketing Investment bounces based on the expense and results of each campaign.
A corporate blogging strategy; however, builds momentum over time - increasing leads, decreasing the costs per lead and growing your Return on Marketing Investment. This is why Compendium engages customers on an annual basis! It takes time to see the results of blogging for business.
The great news is that as you continue to grow your readership and search results, the following year's return on investment is better than the first year. Third year is better than the second, and so on.
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