SuperWebPros on the Morning Blend – Content Marketing

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Speaker 1 (00:04):


Bob (00:04):

Joining us this morning, we have Duke Kimble who is the Chief Content Pro for SuperWebPros. Duke, welcome to the Blend.

Duke (00:10):

Thank you so much for having me. I’m happy to be here.

Mary (00:12):

So Mr. Chief Content Pro, content marketing is really huge right now. Doesn’t every business have a blog though?

Duke (00:20):

I wouldn’t say that every business has a blog, but what I will say is they’re becoming more and more prevalent. So a few years ago, when content marketing was kind of a brand new thing, it was somewhat of a unique kind of competitive advantage type of marketing. Now, it’s becoming much more business as usual. So the University of Massachusetts has been keeping tabs on stuff like this with the fortune 500 companies. And back in 2010 about 23% of them had a blog that was public and you know, corporate-centered. And now that number as of last year was at 42%. So more and more companies are actually hopping on this, but it’s still not, you know, not everybody is on it, but it’s heading that way.

Bob (00:59):

What are some of the reasons that companies don’t have a blog?

Duke (01:02):

Everybody kind of at this point knows that they should, but usually it comes down to a couple of things. We hear a lot of people say they don’t have time but that’s the same excuse I give for not going to the gym. And let’s be honest, that’s not really the reason.

Bob (01:15):

Let’s not talk about that.

Duke (01:17):

It’s usually because they don’t see an immediate return on their investment. So they are looking, and it’s not a one-to-one ratio of, I post a blog, I get a sale. What usually happens is customers are researching, they’re getting information so that buying process happens later. So, it’s still valuable. They just don’t see the immediate return on that.

Bob (01:33):

Is there a process with it? In other words, do we have to be consistent or can it be a blog every week or so?

Duke (01:39):

I mean, it can be a blog every week. Consistency is a good thing. It’s not the foremost thing, but it is very good to be consistent. And it doesn’t necessarily matter if it’s once a week, once a month. But what’s important is that the content is very, very quality, that you’re providing value to your customers and then also that you don’t leave giant gaps. You don’t want somebody to show up to your blog and the last post is from a year ago welcoming them to your blog that, might give them the impression that you’re out of business. So make sure that you are doing some sort of consistency with it, but do whatever’s comfortable for you where you’re going to be able to stay on top of it.

Mary (02:17):

Okay. As we wrap up, what are some of the most important takeaways for starting a business blog?

Duke (02:22):

Um like I said, I think quality is the number one thing that you really need to take into account. What you’re doing is that you are providing value for your customers. These are people who are researching. Most customers look at about three to five pieces of content before they engage with a sales rep. So you want to make sure that you’re providing stuff that’s actually useful for them.

Bob (02:45):

Well, you want to make sure to contact or just give them a call at 844-Web-Pros.

Bob (02:55):

Thank you so much.

Duke (02:56):

Thank you so much. [inaudible].

Duke Kimball

Duke writes words, good. When he's not crafting content for The Pros, he's crafting stories, enjoying craft beer, or gourmet coffee. He is Portlandia.
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