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VIDEO: The Power of Blogs and the Key to Conversion

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Updated By: Alison Schroeder on Mon, Nov 12, 2018

 Keep It Real

Did you know that 60 percent of the population feels more confident and engaged with a brand when they’re reading about it on a blog? The reason is simple: Blogging builds trust.



Here’s another question for you. What is the cornerstone of trust?

As you consider the answer while hearing the “Jeopardy” countdown music in your head, allow me to dazzle you with some other blogging facts …


  • Nearly 80 percent of CMOs believe custom content will be the chief marketing tactic in the future. 
  • People spend 23 percent of their web time on social networks and blogs.
  • When B2B marketers blog, they increase lead generation by 67 percent. 


TRust Fund, Baby

Now, back to that Jeopardy question. What is the cornerstone of trust? The answer, honestly, is honesty. Truth. Total authenticity.

You MUST write your blogs from the heart, with the same dedication to truth as you would use with your closest friend. Readers can intuitively spot an untruthful or uninformed blog from a mile away.

So, as you sit down at your laptop, straighten your spine, and dive into writing a blog for your brand, keep this “Truth Checklist” in mind:

  1. You understand the needs and challenges that your customers face.
  2. You’re armed with the research and resources required for your story.
  3. You write with authentic passion and total honesty.
  4. You use flair that captures your real personality and the essence of your brand.

How Blogs Convert

Do this and something wonderful will happen: You’ll CONVERT your readers. They’ll fill out an online form, download a resource, request a contact, or even make a purchase. They’ll take action in the very way you guided them with your honest approach. It’s the purest online interaction between your brand and your customers, and all it requires is that you Keep it Real as you write, write, write.

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Alison Schroeder

About The Author

Alison Schroeder

My fire is fueled by the relationships I make, build, and cherish. I love hearing people’s stories, what makes them who they are, and where I fit into their lives. As the Content Services Manager at Leighton Interactive, I'm a storyteller. I’m lucky that I can use my natural ability to help people find their voices, tell their stories, and reach their goals so their businesses can get results. Outside the office I get excited to find sunshine, consume iced coffee, work out, or add unique pieces of jewelry to my ever-growing collection. I also tell stories on behalf of AAF and serve as District 8's Second Lt. Governor & NSAC chair.

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