“Marketing is a contest for people’s attention” – Seth Godin

Today we live in a world that is becoming more complex, volatile and competitive for businesses just like yours every day. Consumers have more choice than ever for where they spend disposable income, and in order to succeed you need to find new and innovative ways to win their attention.

Traditional advertising is just noise in an already crowded marketplace. To win over today’s consumers you need to provide value, information and support that in the old economy people would have paid for. But there is a catch, you have to give this away for free.

By creating content specifically designed to appeal to your dream customers, blogging attracts qualified prospects to your business and keeps them coming back for more. Blogging is a marketing activity that brings visitors in, rather than marketers having to go out to get prospects’ attention. You earn the attention of customers, make the company easy to find and draw customers to your website by producing interesting and helpful content. It requires a long-term mindset and commitment to better understand your customers’ recurring challenges and interests.

Once people come to your website the goal becomes converting them into email subscribers – and using email marketing to nurture them into customers. The best way to do this is to create premium content such as eBooks, free courses or white papers to encourage site visitors to give up their email address. Once they are a part of your community, they will be taken on a journey using an automated series of email messages that takes buyers through a typical path to purchase.


Here are some benefits of having a blog for your business;

  • Your blog talks directly to search engines. Inevitably a Google search is how most people will first discover your business, and companies that blog generate 55% more website visitors. (Source)

  • Your blog is the key to accessing social networks. After search engines, social media networks such as Facebook, Twitter and LinkedIn deliver the most traffic to websites.

  • Your blog delivers higher quality leads into the sales funnel by providing helpful information. Customers will contact a sales rep only after independently completing 60% of the purchasing decision process. (Source)

  • Your blog decreases your marketing spend. Outbound marketing costs on average 2.7 times inbound marketing per lead. (Source)

  • Your blog helps you stand out from the competition as the expert in your field. Thought leadership is one of the top reasons companies choose to blog. (Source)

  • Your blog contributes to customer retention and loyalty. Consumers choose to read between 5-10 blogs on average, if one of them is yours you have created a touch point far beyond their initial purchase. (Source)

  • Your blog is an ideal channel for your customers to connect with your brand’s story. If you do it properly they may just share that story with people they know.