What is a blog? The complete guide to achieving real results with blogging
Summary
Running a company blog is standard business today, as it serves a crucial role in digital and content marketing, helping to drive organic traffic to websites, communicate brand values and guide high-intent visitors further down the sales funnel. Like its forebearers, the modern typical blog functions as an online journal, where individuals and businesses alike can publish all kinds of content, op-eds, news items, industry analysis, educational pieces, company culture highlights, and more. Our blog, for instance, is aimed at a sophisticated marketing audience, and so the tone we strive to hit with every post is one that is professional, authoritative and informative while also being welcoming, warm and occasionally (and perhaps arguably) funny. They regularly exceed 2000 words, largely because the extensive research our team conducts into each article helps determine not only an ideal word-length, but the scope of discussion points and relevant blog topics it needs to touch upon to achieve the level of depth we’re looking for. To get a clearer picture of how well your blog is playing its part, take a look at metrics that more closely align with buyer intent and lead nurturing like demo requests, asset downloads and newsletter subscriptions.
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