Why your company blog is really (really) important


Jul 16, 2015 • Brian Van Note • Blog

Content Creation

When I think about the world of advertising and public relations 50 years ago, I find myself conflicted. In the latter half of the 20th century, things were far simpler. Write an ad, place an article and pour yourself a scotch. The number of channels that existed to leverage your brand and tell your story were limited. While this approach was definitely simpler, how could they possibly know if what they were doing had any affect on consumer behavior?

As technology has advanced, specifically over the past 15 years, the number of channels available to us have drastically increased. This has created a much more informed consumer. As companies begin providing more information online and through social media channels, most buying decisions (both for consumer and businesses) are made before you even meet face-to-face. Your blog provides an opportunity to share that valuable content with the people who matter the most to you, and influence their buyer journey.

A return on investment

Understanding the ROI of blogging is one of the biggest hurdles to get upper management engaged and onboard with the blogging initiative. Surprisingly, the statistics are clear on the return you will see. According to InsideView, B2B marketers who use blogs generate 67 percent more leads than those who do not. In fact, companies that utilize a blog are 13 times more likely to generate a positive marketing ROI. But truthfully, the creation of a blog, or any content platform, is less about ROI and more about COI, also known as the Cost of Ignoring.

Losing your voice in the conversation

Pure and simple, the cost of ignoring your blog means losing your voice in the buyer journey. By 2020, customers will manage 85 percent of their relationships without human contact. That’s not even taking into account the number of people who do the vast majority of their research online before reaching out to a representative. Your blog provides valuable information to your customer base that, believe me, is out there searching for it. Not providing the information online under the assumption that if they can’t find it, they will simply contact you directly is incorrect. If you don’t provide that information, they will find it somewhere else.

The hard cost of creating a blog is only the time you invest. Blogs are a trusted source of valuable information for your customers, and an efficient way to cultivate leads for your business.