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"I am awesome" doesn't sell

By Kate Lee | 01/12/2015 | 11:14 PM

A survey focused on the logistics and supply chain industries found that 55% of respondents reported that their company blogs. Blogging isn’t going away.  Another survey found that 68% of marketers plan on increasing their use of blogging, making it the top area in which marketers will invest for 2014. 

Too often companies use their blog to promote themselves – and themselves alone.  The issue with this is that customers, current and prospective, don’t want to hear your sales pitch – especially not on repeat.

If you want to attract and engage customers you need to stop telling everyone how awesome you are.

Business blogging

HubSpot names salesy self-promotion as one of the “7 Deadly Sins of Inbound Marketing.”

Sin 3: Gluttony – Don’t be gluttonous and stuff your content with information about your company products.  Focus on solving problems and helping your customers and community first and not jamming your product pitch down their throats.  

Marketing and research strategist Ulrika Gerth suggests keeping the following in mind when creating content for your business blog:

  • Stay informative and educational.
  • Demonstrate market expertise.
  • Sound like a business peer.
  • Focus on topics and questions of crucial importance to your target audience.

She also offers this advice: “If you want to make a sale, stop selling.

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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.



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