When starting to outline a website for a small business, I always include is a blog.
I get quizzical looks and lots of questions about why would we want a blog?
The answer is simple, having an active blog on your website helps your potential customers learn information while letting Google see activity on your web page.
Google wants to see that you are active and providing good content to your visitors.
You build trust with your visitor.
It comes down to marketing.
It’s that simple.
You need a blog!
Here are a few results from this years study on content marketing.
The results from B2B Content Marketing: 2012 Benchmarks, Budgets & Trends written by Marketing Profs
Major Findings in 5 Key Areas
1. Usage and Effectiveness:
Last year’s survey showed, nine out of 10 B2B marketers are using content marketing to grow their businesses, and on average, marketers use eight content marketing tactics to achieve their marketing goals.
While marketers are confident about the value of content marketing, they are challenged to demonstrate the effectiveness and impact of individual tactics and distribution channels.
Content marketing uptake is high across industries, with no single industry reporting below 70% adoption.
2. Goals and Measurement:
Marketers are using content marketing to support multiple business goals, led by brand awareness (69%), customer acquisition (68%), lead generation (67%), and customer retention/loyalty (62%); just as we found last year, the least widely employed goal
for content marketing is lead management/nurturing.
Just as in last year’s findings, web traffic is the most widely used success metric (58%).
However, this year, sales lead quality (49%) is the second-highest used metric (versus direct sales in the previous study).
3. Budgets and Production:
B2B marketers dedicate approximately 26% of their total budgets to content marketing initiatives — precisely the percentage allocated in the previous year.
As it was last year, the greatest reported challenge is “producing the kind of content that engages prospects and customers” (41% of respondents).
5. Practices of Best in Class:
40% of marketers consider themselves to be more effective in content marketing than their competitors. All marketers have the opportunity to increase effectiveness, and they all can learn from the “best in class.”
Article Marketing Online
Online article marketing is a good economical option for today’s web business model. This method is cost effective. Between 2010 and 2011 article marketing with content blogs rose 27% regardless of business size.
Here is a chart on content marketing adoption. Who really uses articles for marketing on their blogs.
chart created by Marketing Profs
Utilizing a blog sets up your customers with expectations of what you know about your business and what kind of service you may provide.
Business’s communicate and build trust by answering questions about the material posted on their blog.
Without a blog your visitor is just reading material without a voice.
Put a voice on your website, make sure your online B2B communication is heard, post on your blog.
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