So one quick disclaimer: I like Smashing Magazine...but this is just so wrong I really am kind of stunned.
Here is the opening quote of this article:
From a Corporate Blogging standpoint, subscribers or regular readers is the most debunked myth in the business. I've posted on this several times with the data to back it up.
Most blog traffic in business comes from first time visitors. That's the metric we should be focusing on. We work with hundreds of business bloggers and I've been exposed to thousands. I have yet to see even one that doesn't drive a least 65% of their traffic from first time visitors and most have a number somewhere in the mid-80's.
This is a good thing. The hardest job in marketing is to begin a new relationship. In that, the focus of your blogging efforts absolutely should be about acquisition....of helping new prospects find you when they have a problem. This is what make search so powerful...it's puts marketers in a position to be helpful instead of being interrupters.
Once you have that first contact, there are lots of ways to engage for the long term. Remember email or catalogs or stores or salespeople or the telephone? Social media? Sure it works too. But remember, nothing happens until you are found. The biggest benefit of Corporate Blogging has always been and remains introducing yourself.
Here is the opening quote of this article:
"A successful blog has a regular readership that is being constantly reminded of your brand and products. And yes, of course, building up a readership takes time."
From a Corporate Blogging standpoint, subscribers or regular readers is the most debunked myth in the business. I've posted on this several times with the data to back it up.
Most blog traffic in business comes from first time visitors. That's the metric we should be focusing on. We work with hundreds of business bloggers and I've been exposed to thousands. I have yet to see even one that doesn't drive a least 65% of their traffic from first time visitors and most have a number somewhere in the mid-80's.
This is a good thing. The hardest job in marketing is to begin a new relationship. In that, the focus of your blogging efforts absolutely should be about acquisition....of helping new prospects find you when they have a problem. This is what make search so powerful...it's puts marketers in a position to be helpful instead of being interrupters.
Once you have that first contact, there are lots of ways to engage for the long term. Remember email or catalogs or stores or salespeople or the telephone? Social media? Sure it works too. But remember, nothing happens until you are found. The biggest benefit of Corporate Blogging has always been and remains introducing yourself.
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