Oct 7, 2015 6:16:00 PM

Credible Blogs That Influence Marketing Decisions

Posted by Nick Chasinov

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The Quicksprout blog is a credible and well developed blog managed by Neil Patel. The blog covers a wide array of digital marketing topics including but not limited to SEO, content marketing, link building, and conversion rate optimization. Neil is a well-known digital marketing expert and co-founder of Crazy Egg, Kissmetrics, and Hello Bar. Patel is also a strategic advisor and Chief Strategy Officer here at Teknicks. Mr. Patel was recognized by Forbes as one of the top 10 online marketers, and honored as one of the top 100 entrepreneurs under the age of 30 by President Obama as well as voted one of the top 50 favorite online marketing influencers by Entrepreneur.

The Quicksprout blog includes very in-depth and actionable content including how-to guides with clear instructions to implement the strategies. The blog posts are typically over 5,000 words complete with photos, screenshots, references, and written with clear takeaways for immediate execution. In one of his recent posts “6 Clever Ways to Get Influencers to Link to You”, Neil provides crafty tactics to reach influential knowledge experts and acquire backlinks to your site. The post supports the belief that backlinks are one of the most important ranking factors within Google’s algorithm. However it is not about the quantity, but rather the quality. With that in mind, the post tackles the daunting task of identifying high quality sites and provides techniques to reach out to the influencers with the goal of ultimately acquiring coveted backlinks.

One tactic presented by Patel was to execute a strategy that was published by the influencer, successfully execute the technique, chart the details, and create a case study. Then share that case study with the target to stroke their ego. If it is done right, the influencer will be prompted to share the case study as proof that the suggested strategy really does work, and in return you will get a solid backlink. There are many actionable posts like that on Quicksprout and I highly recommend adding the blog to your reading list.

Blogs such as Quicksprout are influencing marketing decisions by targeting their audiences with custom content that is tailored to their interests, highly useful, well designed, and extremely valuable to their work. Readers trust the authors and are persuaded with case studies, testimonials, and engaging content that inspires duplication of their proven methods. Trust toward blogs by a blog reader is built on judgments along three dimensions: content, design and the perception of a blogger (Colucci & Cho, 2014).  In the case of Quicksprout, Neil Patel makes a point to present a trustworthy perception by sharing his photo and successful career summary with readers on every page. This enables the readers to put a face to Neil and further validate his credibility. In regards to content, the blog posts speak for themselves. In addition to hundreds of high quality posts, the site has 12 very in-depth guides exceeding 250 PDF pages with actionable strategies that marketers can immediately implement. When it comes to design, Quicksprout is very simple and easy to navigate on both desktop and mobile devices. The blog does use aggressive conversion optimization tactics such as pop ups and email capture windows but this is Neil practicing what he preaches and it does not take away from the superior design. When you add this all together, Quicksprout is a good example of a blog that influences marketing decisions. Readers trust Neil and make choices regarding their marketing strategies based on his suggestions and strategic examples.

Blogs in general have become a very influential medium as reliable information for marketers and consumers. In fact, a recent study concluded that 57.8% of respondents claim blogs as their most influential online interaction tool (Lee & Lee, 2014). However, not all blogs are created equal. Many blogs have little or no credibility and are designed to make money. Brands have been known to pay bloggers to write favorable reviews and promote products. In 2014, Microsoft launched a paid blogging campaign to compensate authors for writing positive reviews about Internet Explorer (Wall St. Cheat Sheet, 2014). Declining market share in the web browser industry was enough for the Tech giant to break the rules. Unfortunately for Microsoft, the strategy landed on the desk of Michael Arrington, Editor-in-Chief at the popular technology publication, TechCrunch. TechCrunch is an outspoken opponent to this type of journalism and Arrington bashed Microsoft on both his personal blog and TechCrunch creating substantial negative press throughout the tech world (Wall St. Cheat Sheet, 2014).

As a marketer I use high quality blogs with detailed and actionable content as reliable sources for new strategies. I am not an entry-level marketer so I can spot out the blogs promoting antiquated or spammy tactics that are against guidelines or do not adhere to best practices. However it is important not to believe everything you read.

 

References:

Colucci, C., & Cho, E. (2014). Trust inducing factors of generation Y blog-users. International Journal of Design, 8(3)

Lee, H. S., & Lee, H. J. (2014). FACTORS INFLUENCING ONLINE TRUST. Academy of Marketing Studies Journal, 18(1), 41-50.

Wall st. cheat sheet: Why did microsoft attempt a paid blogging campaign? (2014). (). Chatham: Newstex.

 

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Topics: Internet Marketing, Marketing Agency, SEO, Advertising

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