If you have a corporate blog or are considering a new business blog then you've probably asked yourself the question " what's our objective?"
If that answer is unclear or intangible then maybe you should reconsider business blogging... at least until you read on.
Every marketing dollar that is spent needs a justified return. Concepts like "thought leadership" and "building community" aren't returnable in dollars, necessarily.
The true return of business blogging comes down to two things:
1. Leveraging blogs to get found in organic search.
2. Converting blog visitors into potential customers.
Thinking about a business blog as a search marketing tool just as you would your Pay Per Click Campaign, Affiliate Programs or Online Advertising will allow you to provide tangible return and ensure there's zero ambiguity as to your marketing objective.
If that answer is unclear or intangible then maybe you should reconsider business blogging... at least until you read on.
Every marketing dollar that is spent needs a justified return. Concepts like "thought leadership" and "building community" aren't returnable in dollars, necessarily.
The true return of business blogging comes down to two things:
1. Leveraging blogs to get found in organic search.
2. Converting blog visitors into potential customers.
Thinking about a business blog as a search marketing tool just as you would your Pay Per Click Campaign, Affiliate Programs or Online Advertising will allow you to provide tangible return and ensure there's zero ambiguity as to your marketing objective.
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