In this article, you'll learn...
- Where blogs fit into the content marketing mix of B2B companies
- Why it's important to nurture content creators throughout your organization, and not just rely on Marketing
- Ten ways to motivate your employees to blog
In other words, consistently creating relevant and engaging content that's seeded with keywords will help boost your search ranking and help you get found by prospects.
It will also allow you to tell your own brand's story more richly and consistently than any other kind of marketing (like press releases or marketing collateral) or media (articles that appear elsewhere and are penned by others).
In fact, more than half of 1,100 North American B2B companies recently surveyed by MarketingProfs and Junta42 reported having embraced blogs as part of their content marketing programs.
Source: MarketingProfs and Junta 42, spring 2010
But here's the rub: Maintaining a blog that's consistently interesting and relevant isn't an easy task. It's a challenge to create consistently awesome blog posts, and it's a challenge to earn the attention of an audience.
How can you be heard above the noise? Why doesn't your blog have any comments? It's all hard work, right?
It's a lot easier to maintain a robust, active blog when you have many contributors—not just one person responsible for writing compelling content, day in and day out, rain or shine, in sickness and in health... (to completely mix metaphors). Have you ever written a regular column or regular blog? It's a lot harder than it seems. After you have a few hundred posts or columns under your belt, it's easy to burn out or struggle for something new to say.
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.