A few months ago, I was conducting an inbound marketing assessment (IMA) with an SMB manufacturer of widgets (let’s just say). During the IMA, it became clear that the client had no clue as to what it takes to get his website to rank among the major search engines. But after a short while he grasped the concept that Google is controlling his sales, net revenue and profits. When he asked me: “How is Google and the other engines controlling my sales”?, he looked like a deer in the headlights. Now please don’t misunderstand, I’m not approaching this with the slightest bit of arrogance, I am simply relaying a story. I began to explain of the major shift in buyer behavior that has occurred. Gone are the days of big and clunky product directories bound in cardboard….the new era buyers have subscribed to “In Google we Trust”. So what does all of this have to do with businesses blogging? Good question. Blogging is the key driver in authority creation and authority creation is the key to ranking for key phrases for your website. Let me lay forth 5 key elements as to why business blogging is the new era ad unit.
It may seem simple, yes even very simple, but much remains a blur about the topic of blogging. My sales team and I have garnered much success in client meetings explaining
that blogging isn’t about two pre-teens exchanging juicy information about the boy next door. That in fact, it is the serious business of publishing remarkable content for the world to read which grows traffic, followers, leads and sales.