There are a lot of ways to demonstrate the power of good content.
An important one is to get noticed. This article appeared today in The Content Marketeer, an online publication dedicated to content creation and strategies for content marketing. The Content Marketeer contacted Weidert Group after a social media exchange with Frank Isca, our account executive.
Here is the article, in its entirety, along with links to the original post.
March 28, 2012 By d.t.pennington
Weidert Group is a full-service marketing agency that has established its employees as thought leaders in the field of inbound marketing via the Whole Brain Marketing Blog. The Weidert team also develops content marketing strategies for its clients, covering a range of industries that include alternative energy, healthcare, food service, and various others.
We recently spoke with the crew behind Whole Brain Marketing—editor Sean Johnson, account executive Frank Isca, and creative director Meg Hoppe—about how their content marketing program has progressed, as well as their advice for companies looking to develop their own content programs.
We blog five days a week. For this we have five regular contributors and a part-timer. When blogging so frequently, burnout is inevitable. We prevent this by having weekly meetings to talk about ideas and themes to keep the content fresh and moving. We also gather questions by customers and prospects, and compile the answers into a blog.
In the beginning, we were blogging because it seemed like it was something that should be done. We weren’t very dedicated to it and, not surprisingly, we didn’t see a lot of feedback from the blog. Now our goal is to publish information that answers a need, and to create opportunities to convert prospects into leads and eventually into customers. We regularly review our content to see what types of posts are driving reader responses.
We keep our topics to a 70/20/10 rule. Seventy percent is information on content related to inbound marketing, 20 percent is geared toward tools and how-to tips, and the last 10 is content designed to promote our services. Our content integrates a call-to-action, which we leverage through HubSpot, in order to gain new leads and new business.
We’ve had steady growth in our blog’s readership since we committed to publishing each business day. There are some topics, such a Pinterest, where we see large spikes in readership, and others that do not get much traction. We review those results regularly and are always trying to refine how we present information in our blog. We want to make sure we are providing information that is useful, as well as links to additional and more detailed information.
Content marketing and inbound marketing need a commitment if you expect to see positive results. Any content, whether it is a blog or tip sheet or a Facebook post, has to be more than just an occasional exercise. You need to provide quality information on a regular basis to keep prospects interested and see any benefits in your search results.
A good blog can support many other things—from tip sheets to e-books to content for your social media—and it can function like a backbone for your content marketing.
About The Content Marketeer
The Content Marketeer is published by Kapost and chronicles the stories and the people at the forefront of the content marketing revolution, focusing on ideas, content, influence, and results. Kapost is a content marketing software platform that organizes content marketing into a structured business process that delivers results.
Learn more about content creation for Inbound Marketing: