Using content and articles to promote yourself or your business isn’t unusual. Companies have had advertorial articles written up in magazines for decades. But magazines readership if falling whilst online readership continues to climb. The most popular online publishing system without doubt is a WordPress blog. Established in 2003 this platform has continued to grow in power and popularity, the technology behind 25% of all new sites going live in the US. In terms of market share WordPress is now way head of all competitors.
More Blogging means more traffic and leads.
But blogging is important now simply because of the extra search traffic you’ll get. Changes with the Google algorithm the last few months, specifically Hummingbird, have put content ahead of ranking strategies like backlinks, directories, even keywords. It’s what you say and your article intent that will be the key driver of your ranking and profile in the race to be found online. What you talk about [each week] and what others say in response will be the basis behind your authority and ability to get more traffic.
Companies that have a blog, average 55% more website visitors and up to 88% more leads per month than those running a static Dreamweaver or brochure site.
Running a WordPress-based site offers many ways to distribute your content to your readers, as well as gain new readers. WordPress started as a blog in 2003 and from 2010 has been utilised more for it’s CMS/Website capabilities with custom themes and plugin feature add-ons. But the irony now is the core blogging capability allowing daily/weekly posting of new articles is the real secret to more traffic long term.
From simple RSS fees, to tools like Jetpack and dozens of others that allow the site to re-publish content and interact with multiple social networks, automatically. Adding webforms and e-newsletter subscriptions, even shop or payment options is quite easy too.
But is this Content Marketing enough in business?
No. The term content marketing has gotten a lot of press recently and I often use it myself. But I’m now tending to agree with a local copywriter D Bnonn Tennant who said:
“Content articles (blogs) have nothing to do with marketing because marketing is going out and telling people what you do, and content is a ‘build it and they’ll come’ strategy. It’s only marketing if you combine it with an email list. Then it’s email marketing. If you rely on SEO, then it’s SEO marketing. If you guest blog, then it’s article marketing. But writing your own blog is not marketing. People think they’re doing marketing without actually going to market, and then wonder why they’re not getting sales….”
The point is that content marketing (aka blogging) by itself isn’t enough, even though Google appears to be giving it the thumbs up when the content is relevant and interesting. But this flood of search traffic won’t necessarily get you sales. There’s countless websites that have loads of readers but get few leads or sales. Blogging and writing relevant, informative articles needs to be part of a much bigger strategy, specifically, email marketing and using multiple methods to interact with the client…
But that’s another article…..