This document outlines 18 ways for businesses to grow through blogging. It discusses providing valuable resources for customers, building trust as an expert, retaining existing customers, using case studies, creating different types of content like thought leadership pieces, hosting digital events, improving customer support, building an online community, optimizing content for search engines, developing an editorial calendar, formatting blogs for readability, cross-promoting content, and recommended tools for blogging. The document provides research data and best practices for each recommendation.
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
6 Ways to Grow Your Business Through Blogging
1. 6 WAYS TO GROW YOUR
BUSINESS THROUGH BLOGGING
Zontee Hou for
1
2. ABOUT
ZONTEE HOU
• Strategist at top consulting
firm Convince & Convert
• Founder of her own firm, Media
Volery, in New York City
• Adjunct professor of
communications at the City
College of New York
• Current clients range from
Allstate Insurance to Indiana
University
2
3. PROVIDE
RESEARCH
RESOURCES
• 84% of shoppers said
ZMOT shapes their
decisions
• Customers need 10.4
sources before making a
purchase decision
3
Source: Think with Google, 2011
4. BUILD TRUST
• 67% of people trust
technical experts
• 52% of people trust
employees
• 49% of people trust a CEO
• 61% of people trust
businesses versus 56%
who trust the media
4
Source: Edelman Trust Barometer 2016
5. RETAIN
CUSTOMERS
• 80% of your company’s
future earnings will come
from just 20% of your
existing customers
(Gartner Research)
• 5% increase in retention
can increase a company’s
profitability by 75%
5
12. SEO
• Answer search-worthy
questions
• Anticipate topics that
matter to your
audience/customers
• Speak in your customers’
language
• Showcase local expertise
12
Contributor to the C&C blog, ranked #1 content marketing blog by the Content Marketing Institute.
Companies spend on customer acquisition, but the most value comes from keeping customers.
Blogging is also an exercise in making your customers feel confident in their selection of you.
Jeff Rose
Have also seen this recently with bake-along, but what about a build-a-bike project? Or National Novel Writing Month.
Southwest Florida business around since 1962
Go-To Patterns
In B2B, you see round-ups of influencers (10 thought leaders to follow)
More than just Google juice
Chain of preschools: they don’t use the word “daycare”, but they compete in that space—they can rank on content by using the word in blog posts like “why it’s time to upgrade from daycare to preschools” or provide resources to customers who might be researching preschools
Use Google Trends