Blogging is the first phase in the customer journey

Your blog is a vehicle to convey your business's contribution to the world. When people consume your content, they establish a relationship with your company.

What does blogging do to your business? In the continuum from public ignorance of your services all the way to people being loyal customers, content that is of interest to a visitor is making her aware of you as a supplier. Compared to the traditional notion that marketing is about advertising an offer and then selling it, content marketing can give the impression of being overly complex. The buying process is not chronological like a “sales funnel”, and customers may jump to any point in the journey from an awareness of need, via research of the problem, to consideration of satisfactory contributors and a decision upon one of them.

How does following a blog make people prone to buy? Blogging allows a potential customer to have a discovery phase without the presence of a sales person, and enables the customer to become quite knowledgeable about the services and market. Since a potential customer is not neccesarily ready to purchase, but merely someone interested in a subject, business blogging needs to be interesting, and not about trying to sell something.

“Content. The key to Influencing the Business to Business Buying Process.” – Gordana Stok

If blog posts function as advertising copy, readers will quickly lose interest. A blog about your business should have compelling subjects that potential customers want to engage in. Great content generates trust in your company and works as a customer creation tool.

Why is content publishing one of the most important aspects of marketing? Since information is readily available to anyone with an Internet connection, people have more power as consumers. They don’t want to be sold to, but they may enjoy buying stuff. As a content provider, you can be a guide in the buying process: from building awareness to executing an attractive customer experience for your target customers. A reader who consumes quality content about a subject that gains popularity will inevitably look to your company as an authority. If an acquaintance of the client shares the content, the client will trust the information even more. Peer sharing will generate leads or passive income if it offers actionable information.

Running a business is an ongoing schism between what you want to do, and what people need you to do. By establishing this journal, I wanted to create a portfolio of my purpose, and if it becomes popular, I will know that it has satisfied a need. The blog may also be an ongoing market survey by inviting feedback from our audience and thereby modifying the purpose of our company.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.