Setting up your company blog is a powerful first step to successful content marketing — but it’s not enough on its own.

Here’s why:

Your Blog is Just the Foundation

Think of your content marketing strategy as a hot fudge sundae. Your blog is the scoop of vanilla ice cream. It’s the foundation of the sundae — without it, you can’t make a sundae at all! 

But all on its own, it doesn’t make for a very magnificent dessert. 

47% of B2B buyers consume 3-5 pieces of content before engaging with a salesperson — making your blog essential for content marketing success.

However,

if you rely only on your blog, you limit who you engage with, creating huge missed opportunities.

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Blog-Only Strategy

 

  • Current, loyal consumers
  • Specifically searched online for your product or service

Multi-Faceted Content Marketing Strategy

  • Current, loyal consumers
  • Specifically searched online for your product or service
  • Searched for a similar product or service
  • Follow publications in your industry
  • Haven’t heard of your product or service
  • Haven’t heard of your brand

All the Fixins’ — How to Build On Your Blog for Success

How do you turn a plain scoop of vanilla ice cream into a tantalizing hot fudge sundae? You add toppings, of course!

Here are three data-driven strategies you should be using with your blog, for an effective content marketing strategy!

Turn Blog Content into Visual Content

  • Humans are heavily visual learners
  • 50% of our brains are designed for interpreting visual input
  • The brain processes video 60,000 times faster than text
  • 59% of consumers prefer consuming content that’s beautifully designed, rather than simple
  • Content types B2B consumers are most likely to share with colleagues:
    • White papers (79%)
    • Webinars (68%)
    • Infographics (67%)

Top 3 most effective types of video content:

  • Customer Testimonials
  • Tutorial (“How-To”) Videos
  • Demonstration Videos

Share & Promote Quality Content 

  • 76% of content marketers prioritize quality over quantity
  • 69% focus on creating content for their audience more than for their brand
  • Articles on Google+ with a byline or author bio received 42% more social shares than articles without a byline or bio.
  • Having just one influencer share a piece of content resulted in 31.8% more social shares

Invest in Interactive Content

  • 53% of content marketers said they use interactive content — of those, 75% expect that to increase
  • 81% of content marketers agree it grabs attention better than static content
  • 79% agree it is reusable, giving more opportunities for exposure
  • 75% use it to educate the audience
  • 59% use it to increase audience engagement

 

What types of Interactive Content do marketers use?

  • 54% use Assessments
  • 52% use Calculators
  • 50% use Contests
  • 48% use Quizzes

Top 3 reasons marketers say they are NOT using interactive content:

  • Lack of staff/bandwidth
  • Lack of budget
  • Lack of technical expertise

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