I started this blog over 4 years ago as a way to give our customers a dynamic source of useful information, and also to help connect the dots for them between the business problems they face and the value propositions of our Customer Intelligence solutions.
Along the way, I think I've become a better marketer because the process of blogging forces me to do some important things over and over that reinforce good marketing practices:
Remind myself who my audience is.
Marketing involves multi-step processes working with teams of people. This may seem silly, but it can be easy to get lost in the hustle-bustle of day-to-day work and lose sight of the customer. So if you are frequently writing or editing blog posts, you are repeatedly forcing yourself to remember who your audience is.
To me, what's different about blogging than other forms of marketing is that it's more direct and personal because I approach it like a conversation. And like any good conversation, it's only worthwhile when everyone involved is interested in the topic and they're engaged by listening or adding their own perspective.
Important signs that the blog conversation is good include comments, social shares, pageviews, time-on-page and clicks on embedded links. Thankfully I see plenty of all of those happening on this blog, so thank you for your engagement!
Ask the question "Why should they care."
It's not enough to simply think of who the audience is, but also to ask constantly "why should they care." This is important because writing about topics the audience doesn't care about makes the blog (and the blogger) irrelevant over time. Read More