You’ve written some blog articles and some have succeeded in increasing traffic, but most haven’t. What’s your next step? It’s easy to say, “Well, I will just replicate whatever brought me the most traffic.” But sheer number of visits is not necessarily the best way to measure blog success. You want to measure it by the quality of visits.
What’s the difference between a business and a company? Does it matter?
I was editing a piece of content today aimed at small business owners—retailers, restaurant owners, people like that—and the writer made a reference to “your company.” This particular writer creates content for a number of different clients, many of which are in very corporate fields, so most likely the word “company” slipped in there out of habit. I changed it to "business."
In content—and communications in general—the words we choose make a difference.
I’m not easily suckered into clickbait. A couple days ago, however, a friend on Facebook shared an infographic called “Surprising Book Facts.” This caught my attention.
Among the Surprising Book Facts included in this infographic was that “42% of college grads never read another book after college,” and “33% of High School Graduates [capitalized for some reason] never read another book the rest of their lives.”
Why do so many businesses have such a hard time creating decent blog content? I don’t think it’s because writing is hard—or not just because writing is hard, or not even primarily because writing is hard.
Alternately, I could have titled this post, “How to Impress People by Sounding Like You Know What You’re Talking About,” and, for the purposes of this article, I’m going to assume that you actually do know what you’re talking about. You’re an expert in your field and you want that expertise to be reflected in your content marketing.
Writing blog articles is never easy, but in some ways it is easier at the beginning of a content marketing campaign. You’re excited for the opportunities your content will bring, eager to get your voice out there, and perhaps most importantly, you have a ton of ideas for articles.
Inevitably, however, your enthusiasm will fade. You will start finding things to work on that are more important than writing content. You will run out of things to write about.
“Most people don’t think about us until they need us.”
I’ve heard that line dozens of times from dozens of content marketing clients, most of them in the business-to-business (B2B) field. The truth is that there are only a handful of industries that people who aren’t direct participants in that industry follow: Hollywood, for example, professional sports, and of course, whatever’s going on in the board rooms and R&D departments of the top tech players like Apple and Facebook.
High-quality content marketing is imperative for effective lead generation. For content to deliver a significant volume of leads, it must be highly relevant, deliver real value, not be overly “salesy” or promotional, be high-quality, offer real data as proof, and support your business objectives. Content marketing is critical. Due to sweeping search engine algorithm changes, including Hummingbird, content marketing is one of the only strategies that can consistently incite positive results. Your old SEO tricks may no longer be effective, so high-quality content marketing is now more important than ever. The success of your digital marketing and the future of your business depend on your ability to deliver content that generates leads.
I’m not ashamed to admit that I’m an enthusiastic viewer of the Olympics. I’m not what you would call a huge sports fan by any means, but I do enjoy the chance to check in every couple years on the sports that usually don’t get much attention here in the United States. Biathlon anyone? As an introvert, I also appreciate the solitary nature of many of the Olympic sports. No amount of teamwork is going to get you down the ski jump.