Blogging vs content writing
Given the sheer quantity of writing on the Internet these days, you’d think there would be no need for marketing driven content writing. But take a stroll around and you’ll see why we make a distinction between what we do and blogging.
- 133,000,000 – number of blogs indexed by Technorati since 2002
- 346,000,000 – number of people globally who read blogs
- 900,000 – average number of blog posts in a 24 hour period
- 77% – percentage of active Internet users who read blogs
- 59% – percentage of bloggers who have been blogging for at least 2 years
- 2% – percentage of bloggers who employ marketing strategy
- (okay, I made up that last one, but I’m guessing it’s about right)
Content writing, as defined by Ion Leap, is high-value writing with a marketing purpose. Ion Leap is employed to drive sales, plain and simple, and we excel at it. I won’t give away exactly how we go about it, but the main ingredient is 25 years of marketing experience. (That’s not something you can pick up from Wikipedia.) Experience alone doesn’t make us good at this. There’s a tremendous discipline required to create high-value content with key phrase strategies over a long period of time. This is the second area where most companies fail – discipline.
Blogging is great fun and has revolutionized personal writing. It’s turned some average folks into legendary figures. The exposure it affords is simply wonderful; blogging is the world’s podium. Every Ion Leap blog writer is required to run their own blog and we watch very carefully to see -
- How disciplined they are at their posting
- The quality of their writing
- Their inventiveness
- Their usefulness to their audience
Careers are made from successful personal blogs. I’ve seen lots of folks make the jump. The combination of paid advertising and a certain amount of online celebrity status turn their hobby blog into a viable business.
The need for quality content writing has never been greater
One reason Ion Leap is succeeding is clearly that corporate websites have finally gotten beyond the latest craze. The last useless one was flash. It served no real purpose other than window dressing. Now companies are looking for ROI anywhere they can find it. They’re demanding that marketing departments deliver metrics on their media spending. Content writing is one of the great ways that companies can achieve this, long after they’ve ditched their latest television campaign.
Blogging has turned the Internet into a wonderful way we can all share our opinions. Content writing is a way companies can share theirs. The big difference is that companies demand far more from their investment in their blogs. Ion Leap is here to deliver that ROI.