Some companies prefer to use blogs to promote their own products while others invest resources to educate existing and potential customers.
Software companies have access to valuable data from their own customer base and when they decide to share it with their readers worldwide, everybody wins.
What’s in it for them? They grow their influence and customer base, while us, the readers, get educated and inspired, for free. It’s a win-win, no matter how you look at it.
I’m not affiliated in any way with the following software companies but I highly recommend their blogs.
Unbounce is a software app that helps you build and generate landing pages without the help of your IT department. It’s mostly drag and drop. I’ve been following the main writer of their blog, Oli Gardner, for more than 3 years. His articles are one of my favorite sources of inspiration.
With a large customer base and tones of examples of landing pages, the Unbounce team knows every corner of landing page optimization and they share all their findings with great pride:
- 5 Ways To Create Social Landing Pages That Convert
- 20 Landing Page Designs Get Picked Apart & Analyzed for Conversion
- 5 Conversion Studies Your Competitors Don’t Want You to Know About
The above articles were shared more than 15 000 times on social networks and are as valuable today as when they were posted.
KISSmetrics, a web analytics application launched 2 years ago, manages as well a blog which focuses on promoting some of the best quality web marketing guest posts out there.
Some of their authors might be unknown to most of us, but make no mistake: the quality of the content they publish is A+. Definitely some of the best curated marketing know how.
It’s probably impossible for a web marketing person to not have seen at least one of their staggering 48 published infographics. Some of the most popular:
- How Loading Time Affects Your Bottom Line
- Do Your Users Have Shopping Cart Abandonment Issues?
- How do colors affect purchases?
If you like what you see on their blog, I highly suggest to follow their Twitter account where they share amazing content as well.
AWeber is not a new company to the email marketing game, but they share a lot from their experience with email campaigns.
Loved by publishers, AWeber is one of the few email marketing companies that use their blog to educate their audience. They make a goal out of educating their existing and potential customers:
- Haven’t Emailed Your Subscribers Recently? 5 Steps To Fix The Relationship
- How To Create Deals That Compel Readers To Buy
- 5 Ways Startups can Create More Email Leads
Another thing I love about AWeber is their collection of email marketing guides by industry: fitness centers, restaurant and wineries are all covered.
Usabilla builds a state of the art web app that collects feedback about your website design from the ones whose opinion matters the most: your existing audience.
With so many user experience case studies at hand, Usabilla does a great job at sharing valuable and practical content on design, user interfaces and UX.
Not sure where to start with user testing? Check out their collection of 10 case studies that will inspire you to start listening to the non-verbal language of your visitors.
Help Scout is a help desk web app, one of the friendliest for managing customer support.
As with the other companies, the team behind the product share the knowledge they get from the support experience provided through their platform. They treat their own data as a gold mine and make sure to put it to good practice.
That’s how they discovered The 3 Words Your Customers Love Most, they shared The #1 Thing That Creates Loyal Customers and built analogies to teach The Psychology of Personalization: How Waiters Increased Tips by 23 Percent (Without Changing Service).
It’s your turn now: what other company blogs take the extra length and focus on educating and sharing knowledge?