Blogging for Business

How To Convince The Boss You Need Blog Content Support

Do you blog? If you don’t, you’re in the minority. Figures from the Content Marketing Institute (CMI) show that 85 percent of businesses in the UK are now using content marketing as a major marketing channel. Of these, around 64 percent increased their investment in content marketing during 2015, and trends suggest they are likely to do so again this year.

Blogging is one of the most valuable content marketing tools available to businesses to help them engage with their audience and snag new customers for their brand. In fact, 43% of marketers report that they have generated new customers directly from their blog. If you haven’t started blogging yet, it’s time to get going or be left behind.

Of course, you probably don’t need convincing, otherwise you wouldn’t be here reading this. If you’re getting some resistance from senior management when it comes to the idea of blogging, fear not, because we’re here to help. Here are some ideas to help you convince your boss that blog content support is what your organisation needs.

What Will Blogging Do For Your Business?

When it’s time to talk to the boss about content marketing and blogging, its crucial to think your reasons through carefully. It’s important to align the benefits of blogging to the goals of your organisation and, more importantly, to the things you know gets your boss excited. Think about:

  • Build customer relationships

Customers want to trust your brand before they buy from you, but how can they trust you if they don’t know who you are? Research shows that almost two thirds (61 per cent) of consumers state they are more likely to buy from a company that creates their own content, and 78 per cent feel they can trust a company more if they create custom content.

  • Demonstrate expertise

When you publish well crafted, expertly researched blogs, you’re cementing your position as experts in your field. Whether you manage a team of industrial cleaners or sell tiny springs for watches, your customers want to know that they are dealing with the best. 50% of businesses using blogs say it has increased their thought leadership, among the many other benefits they have enjoyed.

  • Boost SEO power

Bosses of companies large and small seem not to bat an eyelid when it comes to spending hundreds if not thousands of pounds on SEO for their website. SEO is tangible, it can be proven and it’s easy to see the results, so they feel comfortable blowing their marketing budget on this. However, content creation is ranked as the single most effective SEO technique according to industry leader Marketing Sherpa, so if your boss is doing SEO without including a blog in their strategy, they’re really missing a trick. Blogs give websites on average 434% more indexed pages and 97% more indexed links, and companies that blog have 97% more inbound links leading to more organic traffic and a higher SERP ranking.

  • Get to know your audience

Blog analytics are an incredibly important tool in the modern world of business marketing. Getting to know what draws customers to your site, and what keeps them there, is crucial in terms of building effective marketing strategies for the future. Data gathered from your own blog page can be used to inform email marketing, social media work and future paid advertising, helping your business to invest its marketing budget more wisely.

  • Increase profits

Blogging works, and it’s your job to convince your boss that this is a fact. There are tonnes of statistics out there that prove how professional blogging can increase leads and sales, so make a convincing argument. They’re not just any old leads either, they’re great quality ones, with businesses reporting inbound leads to have a 14.6 per cent close rate, compared to 1.7 per cent on outbound leads.

As with anything, softly-softly is often the best approach in the early days. Don’t expect your boss to sign up to an all singing, all dancing professional blogging service immediately after speaking to you. Instead, aim for a trial basis initially, undertaking low volumes for a set period of time to demonstrate the effectiveness of blogging. We find that around one blog per week for at least six months is usually enough to convince the doubting.

Anticipating Objections

You’ve crafted the perfect pitch, dug up a wealth of convincing statistics and aligned your focus perfectly to your boss’s priorities, but you still don’t have a ‘yes’. What generally happens next is the objections start to flow, which (as any good salesperson will tell you) is not actually a ‘no’ but a request for more information.

The three most common objections we hear, and solutions for handling them are:

  • We can’t afford it

What your boss is really saying here is that there is nothing written in the budget for this type of activity. However, there is a marketing budget for your company, so what you’re actually asking for is a budget shift, moving some of the money out of current activities and into blogging. It might help to mention that content marketing costs 62% less than traditional marketing and generates about 3 times as many leads, and that using inbound tactics saves an average of 13% in overall cost per lead, so the sooner the investment is made, the faster your boss will see a healthy return.

  • We don’t have anything to say

Many businesses believe that they have nothing to say. They think they professional expertise can really help, no matter what industry you are in, we will help you find plenty of compelling topics to write about. Look to questions that are frequently asked, products that are often enquired about and news stories relating to your industry for inspiration. Everyone has a story to tell, and we’ll help you tell it well.

You may like to read: How To Blog For Boring Businesses

  • I don’t know if it will work

Blogging is not founded on a belief system. There is no blind faith involved here. Blogging works, and there are acres of positive statistics available to help you convince your boss that it’s not just a passing fad. Companies that blog report generating 126% more leads than those that don’t, and brands that create 15 blog posts per month average 1,200 new leads per month. However, you don’t need to jump right in with several blogs per week, because even companies that blog only 1-2 times each month still generate 70% more leads than those that don’t blog at all. The important thing is just to start, and to keep going on a regular basis.

If your boss is ready to make an investment in blogging for your business, we’re here to help. Get in touch today and find out how strategic, affordable blog content support could be highly profitable for your business.

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