When it comes to business-to-business marketing, blogging is considered a must for what marketing experts call “inbound” marketing. According to Hubspot.com, the goal of inbound marketing is to convert strangers into customers and promoters of your business.
My blog has been very successful at inbound marketing. I like to think of it as encouraging potential clients to come to you instead of the other way around. That’s different from traditional marketing, which is when you reach out directly to customers through emails, brochures, cold calling and, well, you get the idea.
Hubspot publishes that since 2006, inbound marketing has been the most effective marketing method for doing business online. Inbound marketing, however, is not easy. It requires strategic thinking to figure out what kind of quality content will attract potential clients to your website and, ultimately, to boost your business results.
Blogging is a primary tool for inbound marketing. Effective blogs should incorporate the idea of brand journalism.
What is brand journalism? It’s a newer term of art that describes what successful public relations professionals have always done. That is, providing useful and quality content to attract readers to your brand. I did this years ago for a client’s newsletter. I produced newsletters that had more focus on news readers can use instead of marketing hype. As a result, potential customers approached my client for its services.
Effective inbound marketing is both an art and science.
When it comes to successful blogging, brand journalism and inbound marketing, I have an advantage. Since I have a journalism background, I am used to thinking about information through the lens of what will attract and retain readers. I also write about technical subjects in a non-technical way to reach broader audiences.
If you are thinking about blogging, you should be clear on the purpose of your blog. Mine is to reach insurance professionals looking for writing and public relations services. That is why you will find a mix of insurance information and marketing advice in my blog posts. (For more on successful blogging, please check out the “blogging” tag.)
Effective inbound marketing is both an art and science. There is a lot of great advice out there on anticipating search terms, considering search engine algorithms and profiling potential customers and readers. Since I am too busy servicing my clients, I just stick to writing what I think will interest readers. (For more on knowing your audience, click here.)
So why has my blog worked? To determine this, I reviewed the 10 most popular blogs I’ve run since I started blogging two years ago. By offering what has worked for me and why, I am hoping my blog can inspire greater blogging success for others.
1) Discovering the Power of F#. This blog is based on an article I wrote for Contingencies magazine. It generated most hits, was the most tweeted, reached readers from all over the world and helped me to reach a new market. Why it works: Everyone is looking for innovation that will boost their competitive prowess.
2) Workers Need to Know the Truth About Workers Compensation. Why it works: It offers practical advice and information non-workers’ compensation experts need to know.
3) Ten Ways to Improve Workplace Safety. This blog consistently attracts readers every single day. In fact, if you type “ways to improve workplace safety,” my blog is the third on the Google page. Why it works: The title mirrors wording that searchers are likely to use and delivers on its promises.
4) Why Injured Workers Hire Attorneys. Why it works: The title is search engine friendly and the information usefully distills research by the well-respected Workers Compensation Research Institute to make it practical for employers.
5) 21 Lessons From My First Year of Blogging. Why it works: Because it provides helpful insight for new and future bloggers.
6) Converting the CEO to the Cause of Workers’ Compensation. This blog was shared and commented on extensively in workers’ compensation LinkedIn groups and is the top Google listing for “convincing the CEO about workers’ compensation.” Why it works: Convincing the CEO to invest in workers’ compensation programs is a major pain point for professionals in the field. The blog offers internal strategies on how to convince the CEO that workers’ comp initiatives are worth the investment.
7) Reduce Claim Filing Lag time Through Effective Employee Communication Plans. Why it works: Employers are always looking to save on workers’ compensation dollars and claim lag time is a key cost driver. Again, writing headlines that will match search terms is key. Type in “how to reduce workers’ compensation claim lag time” and my blog is the sixth in the list.
8) What Employers Should Know About Workers’ Compensation Predictive Modeling. Why it works: Employers have heard of predictive modeling, but they need to know how it will affect them.
9) Opening A Window Into Health Care’s Future. This blog covers an article I wrote for Leader’s Edge magazine that covers the future of health care, its technology, the ethics involved and implications for ObamaCare. Why it works: People like to read cutting edge information and the subject has universal appeal.
10) Ten Attributes of Quality Content. Why it works: People want to write better content and this blog offers ways to do it.