A Business without a Blog is like a Ferrari without Fuel – It’s Going Nowhere!

Posted by on October 20, 2014 in Blogging for Business, Content Marketing, Golf, Post To Home Page, Social Media | 0 comments

A Business without a Blog is like a Ferrari without Fuel – It’s Going Nowhere!

In today’s hyper-connected social world, the importance of having a website is a no-brainer for businesses of all types and sizes.  But it’s amazing to me how many companies pop up some brochure-ware online and think that just because they built a website, customers will come a’calling.  Nothing could be further from the truth.

Why small businesses need to blog To be successful online and off, businesses need to embrace a content marketing strategy with engagement at its core.  This is where blogs come in.

At last count, the internet was the home of over 240 million blogs and the numbers keep growing.  Many of them aren’t worth the e-ink their published in, but for smart and savvy marketers who understand their power, blogs can become the lifeblood of a business.

A well-managed corporate blog elevates a company’s brand and gives it a voice and tone that resonates with a target audience.  Those that continually offer informative, educational and entertaining content can attract, retain and convert visitors into customers and even brand ambassadors.  In fact, studies have shown that…

If that’s not enough to make you want to integrate blogging into your marketing mix, maybe these 5 reasons to blog will help convince you.

1. Blogs Drive Website Traffic

Blogs drive website traffic

 (Source: Hubspot)

More indexed pages and inbound links means higher ranking with Google which results in more organic search engine traffic.

But there’s more to mastering this machine than content.  Frequency is important.  Businesses that blog more than 20 times/month get  five times more traffic than those who blog weekly.

Blog posts are the fuel that fires up your website engine.  Keep it topped up with premium content to achieve optimal performance.

2. Blogs Generate and Convert Leads

The more quality content (not sales pitches) you offer on your blog, the more leads you will generate and monetize.  The facts speak for themselves…

 (Source: InsideView)

 (Source: BlogHer)

Small businesses that blog achieve 126% see faster lead growth.

3. Blogs Help Establish Your Authority

Differentiating a company online is tough.  Ask anyone who has an iPad, iPhone or Android app they’re trying to flog.  Today there are over 1.2M apps on iTunes alone.  How does one establish credibility and authority within such a massively overcrowded market?  Simple – through blogging.

Check out SwingbySwing. This small software company faced some pretty stiff competition from big names in the golf app space with their free Golf GPS App for iOS and Android devices.   Being free, their app did get a lot of downloads (~2.4 million at last count) and their users do share a lot of content on social media through the app, but I never understood their business model until I started receiving their thrice weekly enewsletters.

That’s when I realized those downloads were a catalyst to build a massive email goldmine that turned the company’s blog into a money making machine.  SwingbySwing’s business is all about audience, not apps.

swingbyswing blog Every week, SwingbySwing sends out 3.5M enewsletters to their opt-in subscribers.  Each newsletter includes 4 or 5 of their latest blog posts.

Now I know what you’re thinking, “That’s a heck of lot of content to generate on a weekly basis!”  You’re right and you’re wrong.  Most of the posts on their blog are not 100% original – they are curated from the wealth of content that already exists on golf media sites, other blogs, image sites and YouTube.

By adding a sentence or two of commentary to existing content (mostly video) and a very catchy headline, SwingbySwing has created a blog chocked full of “unique” content golfers look forward to reading/watching 3 times a week.

The company has monetized curated content so successfully that it was purchased by Back 9 Network in the spring of 2014 for their audience, not their app.

SwingbySwing has established authority within the golfing community because they know golf and, better still, they know what golfers want in terms of engaging content.   I don’t use their app, but I still open their emails every week to see what they’ve come up with this time to entice me to click through to their blog.  They rarely disappoint.

4. Blogs Help Establish Trust and Build Relationships with Target Audiences

Quality blogs humanize businesses because they connect with readers, not push marketing-speak at them.  They encourage dialogue, interaction and sharing, which leads to engagement and trust.

blogs build trust

To build a deeper connection with fans/following, businesses need more than well crafted words.  Multimedia (e.g. images, video, podcasts, infographics) is a must for today’s consumers, especially the constantly-connected millennials who continually crave more engaging forms of content.

 (Source: Jeff Bullas)

 (Source: WebpageFX)

(Source: Digital Buzz Blog)

 (Source: Nielsen)

5. Blogs are Gifts that Keep on Giving

Blog posts, especially the evergreen kind (i.e. SEO content that stays relevant regardless of its publication date, current trends, fashion or fad), continue to work for you long after you’ve forgotten you even wrote them.

Combine your breaking news headlines with sustainable evergreen posts that never go stale.  Then, while you’re sleeping, your evergreen content will continue to be consumed by new prospects via search engines and social media.

evergreen blog content

Some great ideas for evergreen articles are tutorials, tips, Frequently Asked Questions (FAQs), guides, history/nostalgia, lists, inspirational quotes, etc.  And remember, these posts can come in all formats, not just text.

The shelf life of a tweet might be 18 minutes, but evergreen posts last a lifetime!

Start Your Engines!

There was a time when bloggers were given a bad rap by the publishing industry as second-class journalists.  But if you take a look at what’s happening in that space today, and the success of blogs like Huffington Post, I think we know who’s having the last laugh.

If you already have a blog, but it’s not the getting traction you want, let me help you tune it up and get it firing on all cylinders.