Even if people are completely bought into the importance of blogging for business, it can be difficult to get them to follow through with it. Perhaps they “don’t have the time” or aren’t strong writers; whatever the reason, getting some to create a piece of critical SEO content, can be like pulling teeth. That’s part of the reason why at IMPACT, we offer an interview-based blogging service to clients.
You know what used to grind my gears in high school? When teachers would make me turn in an outline for a paper that was to be graded independently, before my paper was due. The whole exercise seemed pointless to me; why did it matter what the paper looked like before it was actually written? In my 16-year-old brain, the answer was obvious: They were gleefully torturing me with busy work that would prevent me from watching the Backstreet Boys perform on TRL with Carson Daly. Oh, to be young, self-centered, and boy band-obsessed.
If you're reading this, it's likely we've spent a lot of time together over the past year, or even the past few. We're basically best blog friends and, as blog besties, I know you'll forgive me for bragging for a hot minute. (Clears throat)
Your business’s blog is a staple for driving new users to your website who seek knowledge and answers to the questions they have. It thrives on expert content marketing that’s valuable to your audience which ultimately helps drive visitors to grow your business. In fact, small businesses that blog get 126% more lead growth than small businesses that do not blog (Source: HubSpot). While content marketing on your blog is a crucial part of making sure you’re generating traffic to it, content alone will not ensure your blog is making the best impression.
All the data I've seen points to a strong correlation between organic traffic growth and the frequency with which companies blog, so I was fascinated to learn how Stephen O'Connor and Kaitlyn Petro were able to reduce the number of blogs they published while dramatically growing organic website traffic for Advanced Data Systems Corporation. Stephen - who is the Director of Digital Marketing for ADSC - and Kaitlyn - a Strategist with IMPACT who works with Stephen on the company's marketing, break down some of the key lessons they've learned throughout the five years they've worked together.
I know, I know. Everyone tells you to blog for SEO. Blog to bring traffic to your website. I’m not going to tell you those things (while they are true and very important). I want you to blog for a totally different reason. I want you to blog because it will make you better at simply being you.
A lot of people say writer's block doesn't exist, but come on -- there isn't really another way to describe the feeling. You know what I'm talking about; that feeling that you've run out of ideas or don't know how to express your idea in a new way. Every content writer eventually reaches this point in their careers (maybe even regularly) and frankly, it sucks.
Marketers face constant pressure to meet monthly traffic goals and, unfortunately, many bosses have unrealistic expectations about how quickly blogging will grow traffic from search engines.