Every part of the inbound marketing funnel is vital in order to achieve success. Creating new content, especially blogging, is one of the most important steps in the process.
- 57% of companies have acquired customers through their blog
- Companies that blog get 70% more leads than those that don't
- People that blog 20 times per month generate 5 times more traffic than those that blog fewer than 4 times a month
Inbound is about "pull" instead of "push" marketing. This means pulling leads into your website through various search engine optimization (SEO) techniques and keeping them on your site with content marketing. A great way to optimize a website, while also building quality content, is through regular blogging.
So how does blogging connect with content marketing and SEO? Content marketing revolves around crafting quality content that users are searching for while SEO is about making that content easily accessible to search engines. Blogging is an easy way to create quality content on a regular basis around questions, concerns, and topics that your target audience is searching for while providing unique areas for SEO: images, infographics, slideshows, videos, content, categories, tags, etc.
Blogging fits into the inbound marketing funnel by attracting users to a website. Once users land on a blog that lead generation process begins. By adding content offerings, subscription to newsletters or email communications, and special offers, users will receive value while the company gains an opt-in to qualify them as a lead.
In summary, the role blogging plays in inbound marketing is to attract people to your website, familiarize them with the brand, and offer a way to convert them into your funnel.