Much of the praise about WordPress centers on its ease of use and its enormous selection of themes and plugins that give the platform tremendous versatility. For example, you can build business sites, e-commerce sites, forums, membership sites, wikis, video sites, and even social networking sites. All of this is well and good, but WordPress’s greatest asset is often taken for granted and even discounted. What we are talking about is its status as the world’s premier blogging platform. Why is this important? Because blogging is a powerful content marketing strategy.
The Power of Content Marketing
Content marketing is a form of inbound marketing, a strategy that attracts customers to you. This is in contrast to the outbound marketing tactic of chasing after customers. Chasing in this case means bothering busy people with cold calls, spamming email inboxes, television commercials that shout at viewers, and annoying website advertisements that attempt to grab attention. This causes ad blindness and resentment.
Content marketing doesn’t suffer from this flaw because people come to you to benefit from the value provided by your content. In return, your brand gains their trust and respect. Visitors become prospects, and prospects become customers.
Why Blogging Is an Important Content Marketing Tool
A blog allows you to publish content on a greater variety of topics than would be possible on a business website alone. This is important because you are casting a wider traffic net for the search engines. Five hundred pages of blog posts on a variety of topics where each post averages 10 visitors a day are better than a single topic web page that draws in 5000 visitors per day. Why? Because dependence on a single web page is full of risk. If the page drops in the search rankings, your business will take a substantial hit.
For most niches, the number of blog topics relevant to your target market is substantial. These include useful information that addresses your market’s pain points in the form of informational posts and tutorials. These demonstrate your expertise and gains the trust of your visitors. Where appropriate, your products and services are presented as useful tools that help your visitors achieve their goals more easily or quickly.
WordPress is well suited for this type of blogging. WordPress blogs are SEO friendly in that you can set up URLs that contain your keywords, and you can use SEO enhancing plugins such as the WordPress Yoast SEO plugin. In addition, WordPress has a sophisticated publishing workflow system that allows you to easily manage large teams of content producers.