That's a mistake. A blog can still be a highly effective marketing tool. In the 2011 State of Inbound Marketing survey by HubSpot:
- 57% of companies that publish a blog said that they have acquired new customers from blog-generated leads
- 62% of companies with a blog said that it is "critical" or "important" to their business
- A blog is an ideal vehicle for providing your prospects with bite-size pieces of your marketing content. Today's business buyers are incredibly busy, and many prefer content that can be consumed quickly. This can be particularly important when you are dealing with prospects who don't know you well. A blog provides a way for them to try out your content without investing a lot of their time.
- A blog is one of the best ways to improve your company's position in organic search. Google and other search engines place a big emphasis on how frequently content is updated. So, if you post to your blog regularly, you can improve your search results.
- Your blog can be used to point prospects to more substantial marketing content. For example, you can use a blog post to summarize a topic covered in one of your white papers and include a link to the paper in your post.
- Your blog can function as a hub for your content marketing effort. For example, when you publish a new blog post, you can use LinkedIn, Twitter, and Facebook to point to the post.
Posting on a weekly basis can be challenging for many companies, but there are a couple of ways to deal with the challenge. First, you can outsource some or all of the blog writing duties. In this scenario, blog posts are prepared by an outside writer, but they are published under your "byline." The second approach is to use "guest bloggers" to write some of the posts for your blog. This approach can be effective, so long as it isn't overused. After all, one primary objective of your blog is to demonstrate your expertise, not someone else's.