Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Expectation vs. Reality: The Honest Truth About Business Blogging

By Carly Stec

Carly Stec also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Expectation vs. Reality: The Honest Truth About Business Blogging Blog Feature

the_brutally_honest_truth_about_business_bloggingIn honor of Nation Frozen Food Month (yes, that's a thing), Mashable wrote an interesting post entitled, "How TV dinners really look vs. how they're advertised."

Photoshopped box shots were juxtaposed with deflated noodles and peculiar colored mystery meats to provide readers with an eye-opening look at what to expect from these meals in real life. 

This concept of "expectation vs. reality" got me thinking about how misguided people can be when it comes to a number of things. Business blogging, in particular. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

From our experiences with prospects, far too many marketers are incredibly misled when it comes to the perceived value of blogging as a means to grow their business.

Their perception is skewed, their understanding is limited, and as a result, they're missing out on a huge opportunity in terms of progress. 

So to provide clarity, we've detailed 4 common misconstrued blogging expectations alongside their respective realities in an effort to set the record straight. 

Expectation: "I doubt our audience even reads blogs. This won't work. "

Reality: Sure, maybe your specific audience isn't snuggling up to their RSS feed with a cup of joe every morning, but that doesn't mean they don't read blogs.

Think about it. Just because they're not loyal subscribers to anything in particular shouldn't discredit that fact that they're definitely still Googling things. 

And the funny thing about Google is that when you plug something in, the search results almost always contain blog articles. 

As long as you have a strategy aimed at answering the terms and questions your ideal customers are searching for, the odds of them turning up (and reading) one of your articles are ever in your favor. 

Expectation: "Okay, I built my blog now I'll just wait for people to start reading."

Reality: What we’ve found is that many businesses are plagued by the “if I build it, they will come” mentality. That’s not the case.

Publishing posts with no plan in place for promotion and distribution is a recipe for disappointment. So rather than sit around and wait for people to make their way to your content, consider setting up an instant notification email for your blog subscribers to land yourself a spot directly in their inbox. 

Don't have a ton of subscribers yet? Drive traffic back to your website by identifying where your ideal audience is spending their time online and distributing your content there. We've found that social networks like Twitter and LinkedIn serve as high engagement platforms for content distribution, as well as popular industry forums and communities. 

When you think about it, it's sort of like fishing. You can't just buy a fishing pole and expect fish to jump out of the water Free Willy-style and hook themselves. If you want a catch, you have to bait your line and put it out there where the fish are. 

Expectation: "Every post I write is going to be awesome. I'm awesome."

Reality: You're right. You are awesome, but the truth is, some posts simply miss the mark. Some times it's the content, other times it's a lackluster headline. In worst case scenarios, it's both. 

However, the sunny side to blog post fails is that they serve as a valuable lesson to help better direct your content marketing strategy. As you build up a content library, you'll find that it's easy to look back on your achieved posts and identify what worked, and what needs work. 

By using data-driven insights to improve your approach, you'll find that your hits will quickly outweigh your misses. 

Expectation: "Blogging is going to eat up all of time. I can't afford to waste my precious time."

Reality: No, you can't afford to not "waste your precious time." While I'm not going to argue that fact that blogging is certainly time consuming (after all, it is my full-time job), it is entirely possible to strike a balance. 

Our first word of advice, avoid going into the process blind. What i mean by this is that you'll find that it's much easier to be productive when you have several topic ideas laid out a head of time. 

Essentially this helps to eliminate that whole "white screen/blinking cursor" moment that has the ability to unravel your efforts if it carries on for too long. 

In addition, keep your buyer personas on hand during this process. Having the ability to reference their needs and distinctions while writing will help to guide the process, and make it easier for you to get ideas down quicker. 

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Published on March 16, 2015

Recent Articles

Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
How To Write About Your Competitors on Your Business Blog or Website
December 27, 2021 • 12 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Outsourcing Is Broken: Why We Need To Rethink the Relationship Between Client and Agency
December 10, 2021 • 6 min read
22 Best Content Marketing Tools and Apps for 2022
December 4, 2021 • 14 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Who Should Be On Your Content Marketing Team? 5 Critical Positions
November 23, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs
October 15, 2021 • 10 min read
How to Organize Content on Your Website
October 5, 2021 • 6 min read
Inbound marketing success: Building a healthy content pipeline
September 10, 2021 • 7 min read
How to Write a Pillar Page (With Examples)
August 30, 2021 • 13 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Content Manager Job Description for Marketing Teams (All Industries)
August 24, 2021 • 9 min read
7 Content Marketing Mistakes You’re Probably Making [+Fixes]
August 20, 2021 • 9 min read
7 Content Marketing KPIs You Must Be Tracking In Your Strategy
August 18, 2021 • 12 min read
How much does marketing news really matter? (Content Lab, Ep. 56)
August 13, 2021 • 1 min read
How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)
July 29, 2021 • 1 min read
What It Takes to Dominate Organic Search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)
July 26, 2021 • 34 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read
17 Best Content Marketing Platforms for 2021
July 19, 2021 • 9 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read