Over the past few weeks, there have been millions of blogs written about WikiLeaks. Rightly so. It’s the hottest topic on the planet. But why are so many people blogging about it? What’s the motivation? I figure there are two reasons: First, they want to get in on the conversation of the day. Second, and what might very well be the driving force behind the first, tying their content with timely material will drive higher blog traffic.
While commenting on popular topics can potentially drive more traffic to your blog, as B2B marketers, it should not be the driving force behind your content development. From a sales and marketing perspective, if your material is not attracting your target audience your efforts will be all for naught, no matter how much you increase your blog traffic.
The strategy for any corporate blog should be to deliver valuable content to your target audience, whether it’s educating them about a relevant topic or generating interest in a solution that solves their problems. This works for both lead generation and lead nurturing programs. While discussing your customers’ business challenges and demonstrating how your products or services solve their problems is relevant material for your readers, attracting a broader audience sometimes requires all little creativity such as getting into the mix of timely stories that are relevant to your industry. (more…)