In the previous article, “Turning Visitors into Clients”, we discussed social media not yet being a big deal for our industry’s demographic, with the one exception of blogging. According to one survey 85% of participants believe a blog helps establish a vendor’s credibility. The data shows that if your firm posts high-value, insightful content thatothers are sharing, a blog raises your company’s profile in the buyer’s mind substantially.
In this article, we will look at 4 types of blog content and the relative effectiveness of each in building audience integrity. It is based on traffic analysis of 422 blog posts published over a two-year span. The goal of the study was to find out what kinds of content drove the most traffic, both short and long term, and which kinds of content have the longest “shelf-life.”