dotdigital bags the 2019 Best Marketing Automation Partner Award at NORA Solution Partner Excellence Awards

dotdigital APAC emerged as winners of the Best Marketing Automation category at the recent NORA Solution Partner Excellence Awards, held at the Australian National Maritime Museum in Sydney.

The awards, organized by the National Online Retail Association (NORA), celebrated behind-the-scenes heroes of the online retail industry. The winners were chosen through a voting process whereby retailers across Australia and New Zealand voted for their favorite technology vendor under each category.

A heartfelt congratulations to all the winners! This award is a great achievement for the entire dotdigital APAC team and reflects the commitment and effort that each one puts into servicing our customers and building the dotdigital brand within the Australian market and beyond.

Rohan Lock, Regional Director of APAC, was interviewed during the event and here are his thoughts after accepting the award!

The awards hosted by Paul Greenberg, Founder of NORA Network, and change and leadership expert, Nigel Collin, were the Australian retail industry’s first sustainable awards evening. Every aspect of the event had a high standard of sustainability, from food prepared with sustainably farmed produce, the use of recycled/recyclable materials, and a goal of zero waste. Well done to NORA Network for a hosting a fantastic evening. We are looking forward to next year’s gala already!


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The post dotdigital bags the 2019 Best Marketing Automation Partner Award at NORA Solution Partner Excellence Awards appeared first on dotdigital blog.

Reblogged 4 weeks ago from blog.dotdigital.com

The Inbound Marketing Economy

Posted by KelseyLibert

When it comes to job availability and security, the future looks bright for inbound marketers.

The Bureau of Labor Statistics (BLS) projects that employment for marketing managers will grow by 13% between 2012 and 2022. Job security for marketing managers also looks positive according to the BLS, which cites that marketing employees are less likely to be laid off since marketing drives revenue for most businesses.

While the BLS provides growth estimates for managerial-level marketing roles, these projections don’t give much insight into the growth of digital marketing, specifically the disciplines within digital marketing. As we know, “marketing” can refer to a variety of different specializations and methodologies. Since digital marketing is still relatively new compared to other fields, there is not much comprehensive research on job growth and trends in our industry.

To gain a better understanding of the current state of digital marketing careers, Fractl teamed up with Moz to identify which skills and roles are the most in demand and which states have the greatest concentration of jobs.

Methodology

We analyzed 75,315 job listings posted on Indeed.com during June 2015 based on data gathered from job ads containing the following terms:

  • “content marketing” or “content strategy”
  • “SEO” or “search engine marketing”
  • “social media marketing” or “social media management”
  • “inbound marketing” or “digital marketing”
  • “PPC” (pay-per-click)
  • “Google Analytics”

We chose the above keywords based on their likelihood to return results that were marketing-focused roles (for example, just searching for “social media” may return a lot of jobs that are not primarily marketing focused, such as customer service). The occurrence of each of these terms in job listings was quantified and segmented by state. We then combined the job listing data with U.S. Census Bureau population estimates to calculate the jobs per capita for each keyword, giving us the states with the greatest concentration of jobs for a given search query.

Using the same data, we identified which job titles appeared most frequently. We used existing data from Indeed to determine job trends and average salaries. LinkedIn search results were also used to identify keyword growth in user profiles.

Marketing skills are in high demand, but talent is hard to find

As the marketing industry continues to evolve due to emerging technology and marketing platforms, marketers are expected to pick up new skills and broaden their knowledge more quickly than ever before. Many believe this rapid rate of change has caused a marketing skills gap, making it difficult to find candidates with the technical, creative, and business proficiencies needed to succeed in digital marketing.

The ability to combine analytical thinking with creative execution is highly desirable and necessary in today’s marketing landscape. According to an article in The Guardian, “Companies will increasingly look for rounded individuals who can combine analytical rigor with the ability to apply this knowledge in a practical and creative context.” Being both detail-oriented and a big picture thinker is also a sought-after combination of attributes. A report by The Economist and Marketo found that “CMOs want people with the ability to grasp and manage the details (in data, technology, and marketing operations) combined with a view of the strategic big picture.”

But well-rounded marketers are hard to come by. In a study conducted by Bullhorn, 64% of recruiters reported a shortage of skilled candidates for available marketing roles. Wanted Analytics recently found that one of the biggest national talent shortages is for marketing manager roles, with only two available candidates per job opening.

Increase in marketers listing skills in content marketing, inbound marketing, and social media on LinkedIn profiles

While recruiter frustrations may indicate a shallow talent pool, LinkedIn tells a different story—the number of U.S.-based marketers who identify themselves as having digital marketing skills is on the rise. Using data tracked by Rand and LinkedIn, we found the following increases of marketing keywords within user profiles.

growth of marketing keywords in linkedin profiles

The number of profiles containing “content marketing” has seen the largest growth, with a 168% increase since 2013. “Social media” has also seen significant growth with a 137% increase. “Social media” appears on a significantly higher volume of profiles than the other keywords, with more than 2.2 million profiles containing some mention of social media. Although “SEO” has not seen as much growth as the other keywords, it still has the second-highest volume with it appearing in 630,717 profiles.

Why is there a growing number of people self-identifying as having the marketing skills recruiters want, yet recruiters think there is a lack of talent?

While there may be a lot of specialists out there, perhaps recruiters are struggling to fill marketing roles due to a lack of generalists or even a lack of specialists with surface-level knowledge of other areas of digital marketing (also known as a T-shaped marketer).

Popular job listings show a need for marketers to diversify their skill set

The data we gathered from LinkedIn confirm this, as the 20 most common digital marketing-related job titles being advertised call for a broad mix of skills.

20 most common marketing job titles

It’s no wonder that marketing manager roles are hard to fill, considering the job ads are looking for proficiency in a wide range of marketing disciplines including social media marketing, SEO, PPC, content marketing, Google Analytics, and digital marketing. Even job descriptions for specialist roles tend to call for skills in other disciplines. A particular role such as SEO Specialist may call for several skills other than SEO, such as PPC, content marketing, and Google Analytics.

Taking a more granular look at job titles, the chart below shows the five most common titles for each search query. One might expect mostly specialist roles to appear here, but there is a high occurrence of generalist positions, such as Digital Marketing Manager and Marketing Manager.

5 most common job titles by search query

Only one job title containing “SEO” cracked the top five. This indicates that SEO knowledge is a desirable skill within other roles, such as general digital marketing and development.

Recruiter was the third most common job title among job listings containing social media keywords, which suggests a need for social media skills in non-marketing roles.

Similar to what we saw with SEO job titles, only one job title specific to PPC (Paid Search Specialist) made it into the top job titles. PPC skills are becoming necessary for more general marketing roles, such as Marketing Manager and Digital Marketing Specialist.

Across all search queries, the most common jobs advertised call for a broad mix of skills. This tells us hiring managers are on the hunt for well-rounded candidates with a diverse range of marketing skills, as opposed to candidates with expertise in one area.

Marketers who cultivate diverse skill sets are better poised to gain an advantage over other job seekers, excel in their job role, and accelerate career growth. Jason Miller says it best in his piece about the new breed hybrid marketer:

future of marketing quote linkedin

Inbound job demand and growth: Most-wanted skills and fastest-growing jobs

Using data from Indeed, we identified which inbound skills have the highest demand and which jobs are seeing the most growth. Social media keywords claim the largest volume of results out of the terms we searched for during June 2015.

number of marketing job listings by keyword

“Social media marketing” or “social media management” appeared the most frequently in the job postings we analyzed, with 46.7% containing these keywords. “PPC” returned the smallest number of results, with only 3.8% of listings containing this term.

Perhaps this is due to social media becoming a more necessary skill across many industries and not only a necessity for marketers (for example, social media’s role in customer service and recruitment). On the other hand, job roles calling for PPC or SEO skills are most likely marketing-focused. The prevalence of social media jobs also may indicate that social media has gained wide acceptance as a necessary part of a marketing strategy. Additionally, social media skills are less valuable compared to other marketing skills, making it cheaper to hire for these positions (we will explore this further in the average salaries section below).

Our search results also included a high volume of jobs containing “digital marketing” and “SEO” keywords, which made up 19.5% and 15.5% respectively. At 5.8%, “content marketing” had the lowest search volume after “PPC.”

Digital marketing, social media, and content marketing experienced the most job growth

While the number of job listings tells us which skills are most in demand today, looking at which jobs are seeing the most growth can give insight into shifting demands.

digital marketing growth on  indeed.com

Digital marketing job listings have seen substantial growth since 2009, when it accounted for less than 0.1% of Indeed.com search results. In January 2015, this number had climbed to nearly 0.3%.

social media job growth on indeed.com

While social media marketing jobs have seen some uneven growth, as of January 2015 more than 0.1% of all job listings on Indeed.com contained the term “social media marketing” or “social media management.” This shows a significant upward trend considering this number was around 0.05% for most of 2014. It’s also worth noting that “social media” is currently ranked No. 10 on Indeed’s list of top job trends.

content marketing job growth on indeed.com

Despite its growth from 0.02% to nearly 0.09% of search volume in the last four years, “content marketing” does not make up a large volume of job postings compared to “digital marketing” or “social media.” In fact, “SEO” has seen a decrease in growth but still constitutes a higher percentage of job listings than content marketing.

SEO, PPC, and Google Analytics job growth has slowed down

On the other hand, search volume on Indeed has either decreased or plateaued for “SEO,” “PPC,” and “Google Analytics.”

seo job growth on indeed.com

As we see in the graph, the volume of “SEO job” listings peaked between 2011 and 2012. This is also around the time content marketing began gaining popularity, thanks to the Panda and Penguin updates. The decrease may be explained by companies moving their marketing budgets away from SEO and toward content or social media positions. However, “SEO” still has a significant amount of job listings, with it appearing in more than 0.2% of job listings on Indeed as of 2015.

ppc job growth on indeed.com

“PPC” has seen the most staggered growth among all the search terms we analyzed, with its peak of nearly 0.1% happening between 2012 and 2013. As of January of this year, search volume was below 0.05% for “PPC.”

google analytics job growth on indeed.com

Despite a lack of growth, the need for this skill remains steady. Between 2008 and 2009, “Google Analytics” job ads saw a huge spike on Indeed. Since then, the search volume has tapered off and plateaued through January 2015.

Most valuable skills are SEO, digital marketing, and Google Analytics

So we know the number of social media, digital marketing, and content marketing jobs are on the rise. But which skills are worth the most? We looked at the average salaries based on keywords and estimates from Indeed and salaries listed in job ads.

national average marketing salaries

Job titles containing “SEO” had an average salary of $102,000. Meanwhile, job titles containing “social media marketing” had an average salary of $51,000. Considering such a large percentage of the job listings we analyzed contained “social media” keywords, there is a much larger pool of jobs; therefore, a lot of entry level social media jobs or internships are probably bringing down the average salary.

Job titles containing “Google Analytics” had the second-highest average salary at $82,000, but this should be taken with a grain of salt considering “Google Analytics” will rarely appear as part of a job title. The chart below, which shows average salaries for jobs containing keywords anywhere in the listing as opposed to only in the title, gives a more accurate idea of how much “Google Analytics” job roles earn on average.national salary averages marketing keywords

Looking at the average salaries based on keywords that appeared anywhere within the job listing (job title, job description, etc.) shows a slightly different picture. Based on this, jobs containing “digital marketing” or “inbound marketing” had the highest average salary of $84,000. “SEO” and “Google Analytics” are tied for second with $76,000 as the average salary.

“Social media marketing” takes the bottom spot with an average salary of $57,000. However, notice that there is a higher average salary for jobs that contain “social media” within the job listing as opposed to jobs that contain “social media” within the title. This suggests that social media skills may be more valuable when combined with other responsibilities and skills, whereas a strictly social media job, such as Social Media Manager or Social Media Specialist, does not earn as much.

Massachusetts, New York, and California have the most career opportunities for inbound marketers

Looking for a new job? Maybe it’s time to pack your bags for Boston.

Massachusetts led the U.S. with the most jobs per capita for digital marketing, content marketing, SEO, and Google Analytics. New York took the top spot for social media jobs per capita, while Utah had the highest concentration of PPC jobs. California ranked in the top three for digital marketing, content marketing, social media, and Google Analytics. Illinois appeared in the top 10 for every term and usually ranked within the top five. Most of the states with the highest job concentrations are in the Northeast, West, and East Coast, with a few exceptions such as Illinois and Minnesota.

But you don’t necessarily have to move to a new state to increase the odds of landing an inbound marketing job. Some unexpected states also made the cut, with Connecticut and Vermont ranking within the top 10 for several keywords.

concentration of digital marketing jobs

marketing jobs per capita

Job listings containing “digital marketing” or “inbound marketing” were most prevalent in Massachusetts, New York, Illinois, and California, which is most likely due to these states being home to major cities where marketing agencies and large brands are headquartered or have a presence. You will notice these four states make an appearance in the top 10 for every other search query and usually rank close to the top of the list.

More surprising to find in the top 10 were smaller states such as Connecticut and Vermont. Many major organizations are headquartered in Connecticut, which may be driving the state’s need for digital marketing talent. Vermont’s high-tech industry growth may explain its high concentration of digital marketing jobs.

content marketing job concentration

per capita content marketing jobs

Although content marketing jobs are growing, there are still a low volume overall of available jobs, as shown by the low jobs per capita compared to most of the other search queries. With more than three jobs per capita, Massachusetts and New York topped the list for the highest concentration of job listings containing “content marketing” or “content strategy.” California and Illinois rank in third and fourth with 2.8 and 2.1 jobs per capita respectively.

seo job concentration

seo jobs per capita

Again, Massachusetts and New York took the top spots, each with more than eight SEO jobs per capita. Utah took third place for the highest concentration of SEO jobs. Surprised to see Utah rank in the top 10? Its inclusion on this list and others may be due to its booming tech startup scene, which has earned the metropolitan areas of Salt Lake City, Provo, and Park City the nickname Silicon Slopes.

social media job concentration

social media jobs per capita

Compared to the other keywords, “social media” sees a much higher concentration of jobs. New York dominates the rankings with nearly 24 social media jobs per capita. The other top contenders of California, Massachusetts, and Illinois all have more than 15 social media jobs per capita.

The numbers at the bottom of this list can give you an idea of how prevalent social media jobs were compared to any other keyword we analyzed. Minnesota’s 12.1 jobs per capita, the lowest ranking state in the top 10 for social media, trumps even the highest ranking state for any other keyword (11.5 digital marketing jobs per capita in Massachusetts).

ppc job concentration

ppc jobs per capita

Due to its low overall number of available jobs, “PPC” sees the lowest jobs per capita out of all the search queries. Utah has the highest concentration of jobs with just two PPC jobs per 100,000 residents. It is also the only state in the top 10 to crack two jobs per capita.

google analytics job concentration

google analytics jobs per capita

Regionally, the Northeast and West dominate the rankings, with the exception of Illinois. Massachusetts and New York are tied for the most Google Analytics job postings, each with nearly five jobs per capita. At more than three jobs per 100,000 residents, California, Illinois, and Colorado round out the top five.

Overall, our findings indicate that none of the marketing disciplines we analyzed are dying career choices, but there is a need to become more than a one-trick pony—or else you’ll risk getting passed up for job opportunities. As the marketing industry evolves, there is a greater need for marketers who “wear many hats” and have competencies across different marketing disciplines. Marketers who develop diverse skill sets can gain a competitive advantage in the job market and achieve greater career growth.

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Reblogged 4 years ago from tracking.feedpress.it

Building Consumer Awareness: How to Talk to People Who Don’t Know They Need You

Posted by bridget.randolph

As a marketer, if your product is the obvious solution to an obvious problem, your job is relatively straightforward. You simply need to show the customer why your product is the best one out there. Often the easiest way to do this is by demonstrating your USP; sometimes you can also compete on price. Either way, if your customer is already looking for the product or service you offer, and not attached to any particular brand, all you have to do is convince them that your brand does it best.

Image source.

This is where the old saying comes from: “Build a better mousetrap and the world will beat a path to your door.”

But the reality is, a lot of us don’t sell products that fill an obvious need. Even if your product or service does fill a genuine need or solve a real problem… do people actually realise that they have that problem? And do they know that a solution exists?

The three stages of consumer awareness

A lot of marketers today are facing this conundrum: “How do I sell the benefits of my brand over those of my competitors when my customer doesn’t even know they need my product?” There’s no point shouting about how you are the best at ‘whatever-it-is’ if people don’t know they need it. The harsh truth is: no one cares.

How do we make them care?

This is where it gets a bit tricky. The immediate response you are likely to get when you ask this question is a fun one: “we need to increase brand awareness!!” After all, marketing blogs are full of posts about how digital marketing is all about brand loyalty, warm fuzzy feelings towards brands, brands as people, and so on. But
for this type of situation, brand awareness actually isn’t the right answer.

When people don’t know they need something, you don’t need increased
brand awareness… you need increased need/want awareness, followed by solution/product awareness, and only then should you be looking to raise brand awareness.

This leads to a 3-stage customer journey:

  1. Creating awareness of the need/problem. At this stage the customer is both product and brand agnostic; they don’t realise they have a problem or need which requires a solution. Your job at this stage is to show them that they have a problem or need. They may not be aware that this is a problem at all; or they may perceive it as an annoyance but not a problem they care enough about fixing. Raising awareness of this need or problem can be done through either an emotive or a logical message but either way the focus should be on the customer, not on you.
  2. Demonstrating the basic solution to that need/problem. At this stage the customer is still brand agnostic; they are now aware of the problem but not yet sure what the solution is. Your job at this stage is to present your solution as the best way to solve their problem or meet their need. However, the first step is simply to show them that this type of product or service is a good solution to their problem or need. Again, at this stage, you are focusing on the customer and his or her need. Don’t try to sell them on “you” just yet.
  3. Selling your solution and your brand as the best version. At this stage, the customer knows they have a problem, and they know their preferred approach to solving the problem is through using the product or service that you provide. Your job now is to show that they should choose to buy that solution from you, and to link that solution with your brand in the customer’s mind. This is the point at which talking about yourself is allowed. 🙂

Take one step at a time

The temptation which a lot of brands face is to try and create brand messaging and content which can do all three of these things at once. This can be due to a fear of inadvertently promoting their competitors, or sometimes a directive from above which dictates that we ‘push the brand’ regardless of the stage of the customer journey you are currently targeting, or any number of other reasons. Sometimes it happens because the marketers themselves are keen brand advocates and love talking about how great the brand is and what they do. But this is a mistake.


Don’t try to make your brand messaging do all the things all the time.
You will not succeed, and you will simply end up diluting the message and failing to speak to anyone’s needs. Instead, focus on one stage of the customer journey only for each piece of content or marketing activity that you do.


But wait. Am I saying we should avoid branded content in the first two stages of this customer journey?

NO.

Please don’t think that shifting the focus away from heavy brand messaging, or focusing on a different type of awareness, means that you have to avoid all branding completely! Of course any advertising, social, and website content which you produce should always incorporate your brand guidelines and include logos, straplines, etc. 
(as appropriate).

What I’m talking about here is simply the
focus of the messaging.

How does this work in practice?

Let’s take an example, Dyson vacuum cleaners, and look at how their product messaging fits into this 3 stage framework:


Dyson has a starting point
– people do know they need vacuum cleaners. But Dyson still needs to identify a problem that they solve that the other vacuum cleaner brands don’t. In this case, their vacuum cleaners have a USP of extra strong suction that doesn’t clog – but the average consumer may not realise that this is a feature that they should care about.

Stage 1: Creating awareness of the need/problem

At this stage the potential customer is happy with their current situation.

With the Dyson example: if the messaging is simply ‘buy Dyson’, that’s not enough to convert Hoover or Oreck customers. Once you’ve chosen a brand for appliance purchases, the easiest thing when you need a new one is to replace the old one with a new version of the same thing. So the average person is happy just going back and buying another Hoover or Oreck.

Instead of shouting about the Dyson brand, your job at this stage is to show them that they have a problem or need which isn’t currently being met. In this example, a problem which a lot of people have is that their vacuum cleaner gets clogged easily and loses suction over time. So our messaging for people at this stage focuses on that problem and how our product is differentiated: “others clog; ours don’t”.


Image source.

(Note that this ad is still branded but the focus is on the potential customers’ problem.)

Stage 2: Demonstrating the basic solution to that need/problem

At this stage the customer is still brand agnostic; they are now aware of the problem (clogged vacuum cleaner –> “I wish I had a vacuum cleaner that didn’t get clogged all the time”) but not yet sure what the solution is.

Your job at this stage is to present your solution (“our vacuum cleaner doesn’t clog because our cleaner has special patented technology which keeps it unclogged and maintain suction over time”) as the best way to solve their problem or meet their need. The messaging in this ad focuses on the technology as a solution to a problem: If you want a vacuum that doesn’t clog or lose suction, you need a vacuum with no bags and this special ‘Cyclone’ technology.

Image source.

Again, at this stage, you are focusing on the customer and his or her need and why your solution is best.

Stage 3: Selling your brand as the best version

In the third stage, the customer knows they have a problem, and they know their preferred approach to solving the problem is through using the product or service that you provide. In the Dyson example, they know that they want a vacuum cleaner with this special technology that keeps it unclogged and maintains suction over time.

Your job now is to show that your brand is synonymous with that solution. For Dyson, this is the type of messaging that ties the brand explicitly to the ‘solution’:

Image source.

Image source

Conclusion

When people don’t already know they need your product, you can’t just sell them on your brand right away, because your brand is meaningless to them. You create meaning and an emotional feeling about your brand by guiding people through these three stages of awareness:
need/want awareness, solution/product awareness, and finally brand awareness.

Each of these stages requires a distinct message for a different audience of people, so you can’t try to make your messaging one size fits all. Instead, tailor the messaging on different sections of your website, your social media and other digital content, and your advertising campaigns to speak to one group of people at a time. It may feel very counter-intuitive to sell your audience on why they need X product rather than why they need to buy from Y company. But you need to allow them to experience the need before selling your brand, they will care about the answer to that need.


And never try to do all the things at once.

…Unless you sell the best mousetraps ever, in which case I guess you can sit back and relax while the world comes to you.


Image source.

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Reblogged 5 years ago from feedproxy.google.com

When Is a Blog the Right Form of Content Marketing?

Posted by Isla_McKetta

You’ve heard the wisdom: 

“Your business should have a blog.” 

“Blogging helps your SEO.” 

“Why aren’t you blogging yet?” 

According to the experts, a blog will solve all your Internet woes. Blogging will increase your traffic, expand your audience, improve your engagement, position you as an authority, and allow you to shape the message in your space

In fact, blogging is so hyped as a panacea, you’d think that simply adding a blog to your site would also help you find the perfect spouse, cure the common cold, and even turn lead into gold. 

While I won’t deny the power of a good blog on the right site (seriously, as a writer, I’m pro-blog in general) to do all of those good things and more, you should always question anything that’s touted as the right answer for everyone (and everything). So should you blog?

When a blog is NOT necessarily the right form of content marketing

Now that you’re asking whether all that time and energy you’re putting (or planning to put) into your blog is really the right investment, let’s look at a few examples of when blogging is a bad idea (or is simply unnecessary).

1. You own your market

Johnson & Johnson. Amazon. Target. Google. These companies have already captured the hearts and minds of so many consumers that their names are nearly synonymous with their products. Here’s why blogging would only offer each of them a marginal benefit.

Traffic

Does Johnson & Johnson really care about traffic to its site when you already have Band-Aids (and all their other name brand products) in your medicine cabinet? Sure, they produce infographics, but there’s no real blog, and you were going to buy their products anyway, right?

Audience reach

Ordering anything from books to pet-waste bags online? You didn’t need a blog to discover Amazon, it’s so ingrained in your Internet history that you probably went straight there and those products will be on your doorstep in two days or less.

Engagement

Target mastered engagement when Oprah and Tyra started referring to the store as Tarzhay and shoppers only got more loyal as they added designer labels at discount prices. It didn’t matter that most of their products weren’t even available on their website, let alone that they didn’t have a blog. Their site has gotten a lot better in the past decade, but they still don’t need a blog to get customers in the door.

Authority

And Google… Sure they have a blog, but Google is such an authority for search queries that most of the consumers of their search results have no interest in, or need for, the blog.
So if you have little or no competition or your business is (and you expect it to remain) the top-of-mind brand in your market, you can skip blogging.

2. You have a better way of getting customers into the top of your funnel

A blog is only one way to attract new customers. For example, I live less than a mile from the nearest grocery store, and I can get there and back with a spare stick of butter before my oven even warms up. If the next nearest store had the most amazing blog ever, I’m still not going to go there when I’m missing an ingredient. But if they send me a coupon in the mail, I might just try them out when it’s less of an emergency.

The point is that different types of businesses require different types of tactics to get customers to notice them. 

My mom, a small-town accountant who knows all of her clients by name, doesn’t blog. She’s much more likely to get recommended by a neighbor than to be found on the Internet. If paid search brings you $50k in conversions every month and your blog contributes to $10k, it’s easy (and fair) to prioritize paid search. If you find that readers of white papers are the hottest leads for your SaaS company, offering a 50:1 ROI over blog readers, write those white papers. And if your customers are sharing your deals across email and/or social at a rate that your blog has never seen, give them more of what they want.

None of that means you’ll never have to create a blog. Instead, a blog might be something to reassess when your rate of growth slows in any of those channels, but if you’ve crunched your numbers and a blog just doesn’t pan out for now, use the tactics your customers are already responding to.

3. The most interesting things about your business are strictly confidential (or highly complicated)

Sure the CIA has a blog, but with posts like “CIA Unveils Portrait of Former Director Leon E. Panetta” and “CIA Reaches Deep to Feed Local Families” it reads more like a failed humanizing effort than anything you’d actually want to subscribe to (or worse, read). If you’re in a business where you can’t talk about what you do, a blog might not be for you. 

For example, while a CPA who handles individual tax returns might have success blogging about tips to avoid a big tax bill at year end, a big four accounting firm that specializes in corporate audits might want to think twice about that blog. Do you really have someone on hand who has something new and interesting to say about Sarbanes Oxley and has the time to write? 

The difference is engagement. So if you’re in a hush-hush or highly technical field, think about what you can reasonably write about and whether anyone is going to want (or legally be able) to publicly comment on or share what you’re writing. 

Instead, you might want to take the example of Deloitte which thinks beyond the concept of your typical blog to create all kinds of interesting evergreen content. The result is a host of interesting case studies and podcasts that could have been last updated three years ago for all it matters. This puts content on your site, but it also allows you to carefully craft and vet that content before it goes live, without building any expectation associated with an editorial calendar.

4. You think “thought leadership” means rehashing the news

There is a big difference between curating information and regurgitating it. True life confession: As much as I hate the term “thought leader,” I used it many a time in my agency days as a way to encourage clients to find the best in themselves. But the truth is, most people don’t have the time, energy, or vision to really commit to becoming a thought leader. 

A blog can be a huge opportunity to showcase your company’s mastery and understanding of your industry. But if you can’t find someone to write blog posts that expand on (or rethink) the existing knowledge base, save your ink. 

Some people curate and compile information in order to create “top 10” type posts. That kind of content can be helpful for readers who don’t have time to source content on their own, but I wouldn’t suggest it as the core content strategy for a company’s blog. If that’s all you have time for, focus on social media instead.

5. Your site is all timely content

A blog can help you shape the message around your industry and your brand, but what if your brand is built entirely around messaging? The BBC doesn’t need a blog because any reader would expect what they’re reading to be timely content and to adhere to the BBC’s standard voice. If readers want to engage with the content by commenting on the articles, they can. 

If you can explain the value that blogs.foxnews.com adds to the Fox News site, you’ve got a keener eye for content strategy than I do. My guess, from the empty blog bubbles here, is that this is a failed (or abandoned) experiment and will soon disappear.

6. Your business is truly offline

There’s one final reason that blogging might not fit your business model, and that’s if you have chosen not to enter the digital realm. I had lunch with a high-end jeweler in India recently where he was debating whether to go online (he was worried that his designs might get stolen) or continue to do business in person the way his family had done for at least three generations. 

If you are successful at selling your products offline, especially if your product has as much variation as a gemstone, an argument can be made for staying offline entirely.

When you should be blogging

Now that we’ve looked at some times it’s okay not to have a blog, let’s take a quick, expanded look at five reasons you might want to blog as part of your content marketing strategy (just in case you thought you’d gotten off scot-free by almost fitting into one of the boxes above).

1. You want traffic to your website

Conventional wisdom goes that the more pages you build, the more chances you have to rank. Heck, the more (good) content you create on your blog, the more collateral you have to showcase on your social channels, in email, and anywhere else you want to.

2. You want to expand your audience

If the content you’re creating is truly awesome, people will share it and find it and love it. Some of those people will be potential customers who haven’t even heard of you before. Keep up the excellence and you might just keep them interested.

3. You want to connect with customers

That blog is a fantastic place to answer FAQs, play with new ideas, and show off the humanity of all those fantastic individuals you have working for you. All of those things help customers get to know you, plus they can engage with you directly via the comments. You might just find ideas for new campaigns and even new products just by creating that venue for conversation.

4. You have something to add to the discussion

Do you really have a fresh perspective on what’s going on in your industry? Help others out by sharing your interesting stories and thoughtful commentary. You’re building your authority and the authority of your company at the same time.

5. You’re ready to invest in your future

Content is a long game, so the payoffs from blogging may be farther down the road than you might hope. But if a blog is right for your company, you’re giving yourself the chance to start shaping the message about your industry and your company the day you publish your first post. Keep at it and you might find that you start attracting customers from amongst your followers.

The gist

Don’t blog just because someone told you to. A blog is a huge investment and sustaining that blog can take a lot of work. But there are a lot of good reasons to dig in and blog like you mean it. 

What’s your decision? Do you have a good reason that you’ve decided to abstain from blogging? Or have you decided that a blog is the right thing for your business? Help others carefully consider their investment in blogging by sharing your story in the comments.

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