Chris Baggott, co-founder of Compendium Blogware, challenged some of our assumptions and beliefs about business blogging during our interview with him yesterday (audio now available).
Baggott contends that business blogging is all about SEO: driving
traffic, engaging readers and then making a strong call to action. Community is not as
I’m not totally convinced that community isn’t important.
I think it’s the combination of driving traffic, then engagement
through content AND relationship that creates the conversion to real,
tangible business. But Baggott’s point is that you need to move people
into your database some way, some how and that’s with your call to action.
Baggott did affirm much of what we teach our business blogging
clients: you need your blog(s) to be very narrowly targeted on a niche,
focus on specific keywords for that niche and post a lot of content. A
lot of content. 91% of people go online to SEARCH. You need to show up
high in search results for your terms so they FIND your content so you
can ENGAGE them and MOVE them into your funnel.
And make sure you have a CALL TO ACTION which moves your blog
reader into your database — initiates a phone call or a request for
your white paper, subscription to your ezine, etc.
We emphasize Call to Action as part of our 4 point CODA system, in our free report on Better Business Blogging.
Your thoughts? Remember, we’re talking about using a blog to drive business…