Google’s on-going quest to make search results more valuable to the user experience requires refining your content strategy so that it is highly relevant to your audiences and potential customers beyond identifying desirable keywords around your products and services. But how do you develop a solid audience-centric content strategy for the digital age?
Running a successful business blog doesn’t have to be difficult. But, you do have to make a plan about how to manage it. The tips here are basics to get you started. Stick with a schedule to keep your momentum steady. With a little practice, maintaining a successful business blogging strategy with new content for your current audience and new visitors will take care of itself.
Your marketing team has embraced inbound marketing. They are creating content with calls-to-action (CTAs), blogging and working on improving SEO results. Search engine rankings are improving for desirable keywords. Your sales lead generation results are improving, although you can always use more leads. But, the sales team is having difficulty getting prospects to be responsive to lead follow up phone calls to engage in sales conversations. So, what can you do about it? How can you get prospects to engage in sales conversations?
After giving a presentation I like to chat with people about it to get feedback on what resonated with them. Not surprisingly, the topic, which almost always bubbles to the top, is blogging. I’m convinced that blogging has risen to the top of B2B marketer’s fears right up there with fear of public speaking and fear of heights. I continually hear about the fear of people leaving negative comments, or bloggers writing poorly, or not having anything to say, blah, blah, blah! I suggest their biggest fear is getting started! Business blogging is like jumping into a pool of cold water. It may take some getting used to, but once you acclimate and build momentum you’ll wish you had started five years ago like Indium Corp.
Inbound marketing allows a company to leverage content assets online to produce connections with people who have interest in your company’s products. Ignoring this leverage opportunity is very risky in a marketing economy where established competitors can surpass you with inbound marketing strategies quickly. Worse yet, newer nimble and inbound marketing savvy competitors can come out of seemingly nowhere and eat your lunch.