Posted by Meghan Skiff

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Is Blog Writing still an effective marketing tool for startups?

I was browsing through the Q&A section on Clarity.fm where I came across a recent post, asking this question:

"Is starting a blog from scratch today still an effective marketing tool? Or another suggestion?"

I was not surprised to see this question, it is common among startups and more established organizations alike. After all, blogging has been around for quite some time. With so many newer tools available, it is natural to wonder if blogging is still "a thing."
The answer: Yes, blogging is an extremely effective marketing tool, provided that you do it the right way.

When working with startup clients, I regard the blog as the backbone of an inbound marketing strategy and a must-have for businesses looking to accelerate growth through online marketing. Here's what having a blog can do for you:

  • Attract the right kind of prospective clients through targeted blogs posts that answer their questions/address their issues or problems.
  • Create an educated buyer. Buyers today prefer to do their own research. According to Forester "74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase." The good news here is that the more informed the prospect, the less time the sales rep needs to spend educating on their challenges when they do connect...making the sales cycle quicker and more efficient.
  • SEO. Creating helpful, substantial and keyword-optimized blog posts helps to drive organic search traffic.
  • Get more leads. The first step to increasing lead generation through your website is to attract visitors that can later convert as leads. Your blog is your lever to attract these visitors. The more you blog, the more success you will get and more quickly. This means you have control about how much traffic you get. If you feel like traffic is lacking, blog more!
  • Be seen. Your blog is also an opportunity to establish your company/founders/execs as thought leaders in your industry.

One thing to keep in mind when it comes to blog writing: your ability to be effective hinges on consistency and quality. Remember, it takes 3-6 months to begin seeing results. Many people start blogging and then quit around the three month mark. It is certainly true that blogging in the early stages can be extremely lonely, but quitting too soon is the most common reason that companies don't achieve blogging success. According to Hubspot, "the average company will see a 45% growth in traffic when increasing total blog articles from 11-20 to 21-50 articles." If you can stick with it, however, the payoff is big. I've seen my clients monthly blogging traffic account for over 80% of monthly traffic.

Blogging isn't the newest or sexiest marketing tool out there, but it is certainly one of the most effective.

Has your company embraced blogging as part of its strategy? Share your experience in the comments below.

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