While readers evaluate content by the quality of the writing and whether it adequately answers their questions, and your content should always be your priority. However, no matter how good your content is, if no one is finding it, you might as well save your time and energy. Today, most people are looking for content on Google and other search engines, but are also finding it on social sites, such as Facebook, Twitter, LinkedIn, Google+ and even Pinterest.
One way to help your content be found is to use the same SEO strategies used by Websites.
You may have heard that companies that blog regularly get more leads and customers than those who don’t. (Small businesses with blogs generate 126% more leads). You may have heard that Google’s Hummingbird wants to see a lot of fresh content. (Websites with blogs have 434% more indexed pages.) You may even have heard that 61% of US consumers have made a purchase based on a blog post and that 81% of consumers trust advice and information from blogs. (Statistics from Social Media Today.)
I have recently been in several conversations about the value of an active company blog for B2B companies. One of the arguments was that top level executives (the ones, who make purchasing decisions) don’t have the time or inclination to sit on the Internet and read blogs.
While I don’t have a window into the executive suite, there are many studies that seem to contradict that assertion. For example, according to a recent HubSpot study, 92% of companies that blog often have acquired a customer from their blog. Also, InsideView reports that B2B marketers who use blogs generate 67% more leads than those who do not. (Could it be that even if the top executives are not reading blogs themselves, they are listening to people who do?) Also, while most marketers point to the fact that large B2B firms rely on relationship marketing, is it possible that enabling sales people to refer their prospects to supplemental information online may help to “close the deal?”