Get that Company Blog Up and Running in Four Weeks: Week 1: Benefits: How to sell it to management

4 weeks to an awareness-generating company blog


Why bother with a company blog?  Is it that important in the water industry?

Let’s think about marketing in the water industry.  What are you selling?  Highly specialized and often complex technology that has a long operational life and a hefty price tag.  These kinds of systems don’t sell themselves nor will the hard sell impress the people who buy them.

How will a company blog help you sell your water treatment systems and services?  What your audience needs is information.  Not about your products but about the problems they are facing.  Once they figure out the problem, they need information about available solutions. 

company blog benefits

In fact, a typical B2B buyer is more than half way through the buyer’s journey before they engage directly with a supplier.  You gain trust by giving your audience quality information without a hard sell.  An important channel for publishing this information is your company blog.

The first step in establishing an effective company blog is to sell it to management. It is essential that the blog is adequately resourced so consistency and quality is maintained. In this first port in the series: How to Get that Company Blog Up and Running in Four Weeks – 4 weeks to an awareness-generating company blog, we identify four key benefits that will sell your blog idea to management.

Week 1: Benefits: How to sell it to management

Your company blog is a long-term marketing asset – a critical part of any inbound marketing program.  And although there are many direct benefits to the water industry from maintaining a company blog, four stand out:

  1. Increasing traffic to your website
  2. Building awareness of your solutions
  3. Moving your company website up the search engine list
  4. Converting leads through Call-to-Actions.

Let’s look at each in a bit more detail.

1:      Increasing traffic to your website

A water industry website tends to be static.  You may occasionally publish product updates or refresh some text, but the content mostly stays the same. With a blog, subscribers and new readers come to your site regularly for the fresh content.  Once they are there, they may browse other pages and find further value.

Your products and services pages are important.  Putting in-links from keyword-optimized hyperlinks in the blog will increase traffic to these critical pages.  In-links help boost your site’s status with search engines too.

2:      Building awareness of your solutions

By sharing information, you to build awareness of your company, your solutions.  A blog is the perfect place to do just that.  Think about what problems your target audience is facing and the solutions available.  With a consistent, engaging blog, your company is more likely to come to mind when a solution is required. 

A key aspect of content marketing in general, and blogs in particular, is to avoid the hard sell.  Your posts should inform and entertain, not constantly blast your audience with ads, brochures, or technical fact sheets. 

Convince prospects that you’re an involved and informed industry player.  Sharing information on your blog gives your readers insight into the value you offer.  Guide your audience and educate them in how to solve their problems.  But make sure they understand the complexity of the problem and its solution.  Let them know how your company can solve their problem seamlessly.

3:      Moving your company website up the search engine list

Search engines love blogs.  If you blog frequently – and frequency counts – you create more pages and more content for indexing.  This enhances organic traffic to your site when you blog consistently.

company blog benefits

Optimize each blog for keywords by developing blog topics around industry-specific keywords.  Be aware though, ‘stuffing’ content with dozens of mentions of keywords is not optimizing.  In fact, search engines frown on the practice, which could lead to your site never appearing on the first page of Google.  Used strategically, however, keywords will bring more traffic to your blog and help to generate leads.

Remember that SEO is not limited to keywords anymore.  Search engines now assess the readability of content.  The idea is that readers prefer content that is easy to read.  You can improve the readability and visual appeal of your company blog with a few simple tricks. Writing a readable blog will be covered in Week 3: How to Write a Blog with Your Reader in Mind – 3 tips.

4:      Converting leads through Call-to-Actions

Blogs are a classic example of a top-of-sales-funnel tactic.  Prospects who come to your blog for the quality content can quickly become leads.  Bring them further into the funnel with a clear, compelling call-to-action (CTA) each time you post.  Make the CTA relevant to the topic of the blog.  Invite the prospect to download educational or useful content in exchange for contact information.

company blog benefits

An effective CTA leads to an offer that a prospect is willing to trade their contact information for.  What to offer, the lead magnet, will be covered in an upcoming series of blogs.


Clearly, there are many benefits for the water industry in maintaining an effective company blog.  The problems your clients are facing are complex.  The benefits your solutions provide can be difficult to quantify.  Your prospects want information.  A blog provides a powerful platform to publish that information.

In the water industry there are many reasons to love your company blog.  The big four are:

1:    Increasing traffic to your website

2:    Building awareness of your solutions

3:    Moving your company website up the search engine list

4:    Converting leads through Call-to-Actions

A company blog is a cost-effective way to raise awareness at the top of the sales funnel. The trick, of course, is to post informative and interesting content consistently.  The second post in the series: How to Get that Company Blog Up and Running in Four Weeks – 4 weeks to an awareness-generating company blogWeek 2: Consistency: How to plan a company blog that works, is all about blog planning, and how to develop a production schedule that will keep your blog on track.

What benefits do you reap from your company blog? 

If your team is already working to capacity delivering quality services to your clients, how do you manage to produce and consistently deliver a quality blog? 

WATER COPY can help!  I provide blog planning and writing services that will keep your content machine running smoothly.  Contact me to discuss all your blogging needs!