Recent figures provided by the Content Marketing Association indicate that 73% of marketers are planning to increase or maintain content marketing budgets, and that current content marketing initiatives are expected to reach 70% of UK adults a month.
Obviously, with content marketing on such a rapid upward trajectory, this should be the perfect moment to ramp up your business blogging strategy. A blog can be the integral part of a content strategy providing a sound basis to ensure that your content marketing will be successful:
Promote branded content
Producing high quality and engaging content for your audience can be hard work so it makes sense to publish the content on a domain you control. A corporate blog, provides ownership of a brand’s marketing content whether that be white papers, ebooks, webinars, photographs or video.
Support the buying process
A blog is an ideal format for writing more in depth informative articles, providing information about a brand’s products or services and directing customers to your site. A blog post is more than an informational piece of thought provoking content, it can be an effective tool to build brand, and serve as an invitation for customers to engage with your company’s products and services.
Feed digital platforms
If you are creating great content, social media channels are ideal for generating activity and discussion around your brand. Ensure that the social sharing mechanisms are in place on your blog, encouraging readers to share your content with their friends.
Invest in content
Despite the clear advantages of creating high quality content, time constraints can be the stumbling block for some marketers. A recent survey on content curation from eMarketer cites that three-quarters of respondents did not have enough time to devote to the process. In addition an almost equal number of respondents, 73%, said their biggest challenge was in the creation of original content to be shared.
To overcome these difficulties, the CMA’s chief operating officer Julia Hutchison, is of the view that a brand should be prepared to invest in their content strategy in the same way a brand would invest in a TV ad, suggesting in Marketing Week that “brands should look to hire an agency or in-house specialists experienced in producing journalism, rather than relying on marketers”.
If you would like some added input from our experienced team of journalists, why not contact the BlogStar hotline on 0845 055 9264