By  – In my last article on blogging, I wrote about why I believe blogging should be part of your B2B marketing strategy, and the role it plays in transforming your inbound marketing. If you haven’t had a chance to read it yet, here’s the “four bullet point” version:

  • Blogs drive search engine optimization (SEO) by providing keyword-rich content for search engines to index
  • Blogs provide interesting content for you to share on your social networks
  • Blogs help establish your authority in your niche or industry
  • Blogs give your visitors information they need before they buy from you

As anyone who has managed a blog will tell you, blogging can still be one the most difficult marketing tactics to execute well and consistently.

In fact, I was on a call yesterday with a Xerox channel partner (I really was) and they told me that they had… “Tried blogging in the past but had struggled to keep it going”. When it came to budget time, it was one of the first things that got dropped.

There are many reasons why this may have happened. I’ll be honest with you, I didn’t conduct an autopsy on the call. But, I did get a sense that coming up with ideas on what to write about was a key contributor.


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