Whether you call it content marketing, inbound marketing, digital marketing, or business blogging, a common question I get asked is, "Marcus, what exactly should our business be blogging about?" First, no matter what industry you're in, the right content can help your business grow. Second, there is a lot of "useless fluff" being posted these days under the guise of "content marketing".
This content may increase your traffic quickly, but in the end, it does nothing to increase your bottom line or help your sales team achieve their revenue goals. If you've read my book They Ask, You Answer , you'll know that I recommend publishing articles to answer industry mailing list question your clients have -- even if it makes you uncomfortable. (Actually, especially if it makes you uncomfortable.) When you do this in a regular and consistent manner, you will quickly establish yourself as the most trusted number one resource in your space.
And today, it's the key to winning over more modern, sophisticated, internet-enabled buyers. Yes, it's really that simple. However, the range of questions your customers might ask you is limitless. So, after following the principles they asked, you for my own business, River Pools and Spa, and hundreds of other clients, I decided to look at the data to see if there were any patterns or trends I could identify. Specifically, whether the content published is directly related to traffic, leads and sales - the three most critical metrics for any business with a digital sales and marketing strategy.