Whether you are growing your personal brand or your business, you have to be blogging, and here’s why.
You’re going to say, “Come on, blogging is for 15-year-olds. Why are you talking about this?” The truth is, if you’re not doing email marketing and if you’re not blogging, guess what will happen in a few years? You will be in a world of pain because everyone else in the marketplace is producing so much content that they are just making it harder and harder for you not only to rank but also to be in a position to even show up. It’s not about old-school SEO techniques. This is literally about you being the type of person, the type of brand, or the type of company that takes the time to put out content.
Your website isn’t a brochure. It isn’t just a conversion funnel. It is a digital ecosystem. It’s the hub. Yes, you can grow your social channels, but people are going to end up on your site. You can grow your paid strategy that drives people to landing pages where they get gated and they get signed up. They’re going to end up on your site.
If your site has poor performance scores or poor relevancy, your business is going to die. When we sit down with our clients, we look at what other people are doing in the marketplace. We look at exactly how much they’re spending on paid search. We look at exactly what they’re doing for Facebook advertising, landing pages, and email marketing. We pull all this data. At the end of the day, the hardest thing to catch up on is the fact that these people have half a million monthly organic visitors. They have a website that’s 4,000 pages deep. How do you fight? How do you win against these players who have such a huge head start on you?
It’s to start! It’s to start today. It’s to start right now. It’s to be doing it always. If you are not blogging and everyone else is, you have to blog just to keep up with them. Because every single month, they’re pulling further and further and further ahead of you. At the end of the day, the greatest thing that you can do is release content consistently, and I’m talking about blogging.
Blogging is in written form, but if you’re not good at writing, you can do a video. Then you can take that video and transcribe it. You can quickly take that transcription, clean it up, and add it to your site. We do that all the time. We take these videos, transcribe them, quickly do a rewrite, and then upload them. So guess what? I release a blog post every single day.
Let’s say that you’re not comfortable on video but you do live webinars or live presentations. You can take your sales meetings, record the audio, and put little snippets you need to release content consistently to your site. When people wake up to this fact, they freak out and say, “It is so much work, so much time, and so much money. How do I do this?” Or they get super fired up only at the beginning. They go to a conference and say, “Oh, good, I need to be doing this,” and then they normally type away. Then it’s no longer exciting six weeks in. It cools off, and something else exciting comes along, so they stop. Ultimately, you need to be able to create a process that works for you long-term. If you’re a great writer, then write. If you’re better speaking right off the cuff, hold up your iPhone, record yourself, and take a voice memo.
You can sign up to three different email newsletters, find out what other people are doing in your industry, and get inspired and have your take on it. There are so many different editorial and tactical things you can do to come up with a piece of content consistently. Blogging doesn’t have to take hours and hours and hours. You can go to WriterAccess, and you can have people write blog posts for you based on the ideas that you have or based on research that they do. Go ahead and hire a full content marketer that you can bring in-house. Do anything that you need to do from tiny to huge, as long as you do it consistently. Create content for real people. Make it interesting. Make it funny. Make it entertaining.
The next thing you need to do is make it work within your ecosystem. Your website is an ecosystem, and writing blog posts takes time. You can start with at least two per month, then go to four per month, and then three times a week—whatever volume it is that you can keep up with where the quality is still there. Start small and build your way up to it.
Once you’ve done all that work and effort to create that content (let’s say that you do two blog posts per week, which is eight per month), your email marketing campaign just got a whole lot easier. You can literally take the top two, three, or four topics from the month and just push them out for your email marketing campaign. Suddenly, email marketing is a really easy thing for you to do.
If you want to draw more people back into your site, you can do a remarketing campaign. We do this for clients all the time. It works really, really well. We put a pixel on the site, and we remarket the top two topics from last month (through Google banners or Facebook) to the people who land on the site for the next 30 days. We’re using last month’s blog posts to reconnect with people who have hit our site because they may find them interesting. This doesn’t cost much. I don’t really spend more than $300 a month to continually remarket old content to people. Moreover, we start to learn then which titles or topics pull better, which types of images pull better, or which types of industries pull better. Then we can take that data and bring it back onto the site to improve our pages and the site structure. We take the data that comes from remarketing campaigns to make our website better.
It doesn’t take that much time or effort because the blog posts are already written. You can take your blog posts, drop them into Facebook, and boost the posts. It is really simple, really easy. Throw $10 to $20 there. We do this for other clients. It sees crazy amounts of results. You can take the last three months of blog posts and take the best bits of them. Then stitch them together on a common theme into a white paper. Now you can run a LinkedIn campaign. That LinkedIn campaign can be for this white paper that drives people to a gated page where they have to enter their email. Suddenly, now they’re on your email list. It isn’t that hard to put together this white paper because you have all the topics already created.
You could take those blog posts that are pulling really, really well and turn them into short video excerpts. You can just shoot these videos on your phone. What are you going to talk about? Talk about the topics that have pulled the best in remarketing because people are interested in them. Then remarket those out.
When we sit down with someone to talk about content marketing, of course, we talk about blog posts or writing content. From a content marketing point of view, it is important to start building up this ecosystem because any single activity is going to be expensive if we are not already producing regular content. Once you’re producing the regular content, other tactics become simple and cost-effective to throw together, to add on, to test, and to bring into your ecosystem. However, all of it would fall apart if you are not blogging. You wouldn’t have the traffic coming to your site to make the business grow. You wouldn’t be increasing your relevancy in Google’s eyes. You wouldn’t have anything to email out, to remarket to, to spin, or to do anything else with. You would be at zero.
You have to produce content today. The best way is to have a blog. Start with two blog posts per week. Start to build up. Start to build your ecosystem. You will be happy and thankful that you invested the time and money in doing so because it will lead to every other advanced tactic.
Get comfortable knowing that you have to produce content consistently that people like. Suck it up. Invest money and time. Do it. You have to do it today to grow your business. There are no ifs, ands, or buts about that. Once you produce content that you are proud of and that people are engaging with, start to spin the hell out of it. Spend a little money here for remarketing, and push your content out. Bring it into an email marketing campaign, and get people on to your landing pages. Do everything that you need to do to take advantage of this ecosystem that can exist all around, your blog posts. You start with one or two posts per week. Be consistent. This is not an option today. This is something that you have to do to compete in business, grow your business, and be ready for the next 246 years ahead. You will not look back on this with regret. If anything, you’re going to kick yourself for not starting sooner. So get to work, and then see the results come in.