Pay per click is an incredibly popular online marketing tool for a lot of companies. Did you know that of those organization who purchase keywords, the average purchase is over 1,000 of them? At the risk of sounding like Donald Trump on the Apprentice..."That's huge."
Seriously, 1,000 keywords is a really big number. And that's for both BtoB and BtoC folks. What that tells us is that regardless of type of organization, these companies understand the importance of casting a wide net (i.e. buying a ton of keywords) to increase the likelihood that when someone comes searching, they find that company.
So what does this have to do with blogging, you ask. Well, a whole, whole lot. You see, the traditional mentality of corporate blogging is all about thought leadership. But the new way to think about organizational blogging is much more about broad exposure and conversion -- things that we marketers have done a great job at applying to our website and PPC campaigns, but have had a hard time grasping when it comes to blogging.
That's all changing as companies of all sizes and kinds (many of them Compendium clients!) realize the value of a blogging strategy that is in-tune with many aspects of PPC. If you are already doing PPC, now is the perfect time to consider how you can supplement that with a blogging strategy that helps you win organic search. And if you are already considering blogging, make sure you are thinking about purchasing the kind of blog software that will help take the best aspects of a keyword strategy and blog strategy and put the two together.
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