Blogging is a perennial hot topic when it comes to digital marketing. And for good reason. In this era of social currency, where profiles and content positively effect your search engine visibility and your ability to go viral, blogs continue to tick a number of boxes.
And not just as a cathartic, method of outpouring your inner most thoughts and feelings. No, businesses are realising that there are tangible benefits to blogging in their business.
Millions of businesses are blogging, millions are not. There are lots of strategies which are covered in other blog posts (see below), but if you are still not convinced or need to convince a sceptical manager, use this blog post to inspire you.
1. Relevant content referenced regularly makes your site more attractive to customers. It is becoming cliched but people really are looking for useful and usable information that develops them, challenges them and benefits their role. Becoming a trusted source of information that people can come to rely on puts you in a powerful position to potentially encourage them to transact.
2. It gets better. Relevant content referenced regularly makes your site more attractive to the search engines. At a base level, we know search engine spiders index sites based on how they are structured, the relevance of the content on the site and the frequency of new material. So if you add new posts on your blog regularly, they’ll stop by and re-index you more often, placing you higher up the rankings.
3. It gives your company personality. Whether it is the CEO, the MD, the Marketing Director, Sue in accounts or all of them, a blog offers a critical insight into the people that make the company tick. Sure your products and services are world beaters, but people do business with people. Don’t miss the opportunity to set a tone and deliver insight by drawing on contributions from your key people. Taking a group collaboration approach also means the workload is shared.
4. It creates experts. Over time, certain contributors will build a name for themselves on certain topics. They may even roll out their blogging to industry recognised sites, write their own and access the speaking circuit. Use them and their rising profile for the good of the business.
5. Blog content offers a perfect foundation for an entire marketing plan of activity. I’ve written extensively on the topic of content marketing. Having something to say, content that people can use, and content that can be distributed widely and re-purposed for use in all marketing channels makes it a natural prerequisite of any modern marketing plan.
6. It stimulates community. The focused and sharing nature of a blog site provides a great opportunity to bring like minded people together and can position your blog as a hub, a place for the important discussions. Community leads to greater engagement.
7. It draws prospects out and makes them more receptive to working with you. As a business, there needs to be some tangible end point to the ideas, counsel and best practice you are providing through your blog. What the blog does over time is paint the picture of a knowledgable, forward thinking, approachable business that your readers may want to do business with in the future.
Follow up blog activity with opt in emails, webinars and white papers to really hammer home your credentials, to deepen relationships and to help ease the move to business transaction.
There are many other reasons for businesses to blog? What drives you to blog your business?
Five ways to get more readers to your blog,
Why, what and how to blog,
Image: Labour List