When is a Blog More Than a Blog, Let's Count the Ways

The value of a company's blog in delivering a steady stream of topical, keyword-rich content for a company’s website to support its inbound marketing strategy (and inbound web traffic) has been well documented and is generally well understood.

But it may not be the most significant benefit a business gets from its blog, especially in the early going.

The blog as a vehicle for low friction, high volume content creation is potentially even more valuable, especially in the first 1-2 years where the blogging program will likely not cause a significant spike in web traffic.

TechValidate has done multiple studies on the challenges of content marketing, and top challenges for the creation of content include “takes too much time” and “too labor intensive.” By providing a medium for more “bite size” content without as heavy an approval process, many business have proven they can produce blog content at a much faster pace than other types of content deliverables such as white papers.

So the true value of the blog extends beyond the incremental inbound web traffic to leveraging the blog as a feeder to other content deliverables. These are 4 Ways to Leverage your Blog, Outside of your Blog that you may not be doing today.

1.       Create a monthly “Top 5 Blog articles” for customers or prospects

Instead of investing time in e-newsletters, you can link to “best of your blog” via email and tailor the articles you choose based on the audience. Apply the time spent creating a newsletter to other content creation activities while generating more audience for the blog.

2.       Create a quarterly Journal or Complication of Articles

Although blogs tend to be short form as standalone articles, if you combine 4-8 articles on related topics (e.g. by topic, vertical) you should end up with an impressive overview looking at a core topic from multiple vantage points. Lay this out into a document and then this can become a higher value asset you leverage for demand generation – content syndication, email offer, website resources – that otherwise might take you several months to produce.

Packaging it as a journal or compilation should also raise the perceived value of the content from “just a blog” for part of your audience.

3.       Lead Nurturing Content

Don’t overthink your content requirements for lead nurturing. If you have a blog on a specific topic, that is a great asset type to include as part of your lead nurturing. With the high volume of content required for lead nurturing, leveraging blog articles is a great way to feed the content beast.

4.       Package for Sales

Mine your blog for articles that sales can leverage… e.g. articles that speak to a specific customer objection, or perhaps those that tell the ROI story. The blog can be a great forum for sales to deliver credible content without as high a formality bar… maybe you don’t have a formal ROI model but you have a blog article with an Analyst discussing approach to ROI.

Sales can get immense value from blog articles but they will need to be “spoon fed” to the sales team with clear direction on when to use them.


So where are you reading this article about ways to leverage your blog, outside of your blog?  If it’s not on-page via an inbound search, now that would be very meta, wouldn’t it?