Guest post by: Tracey Bauer
In an age where the economy is lean and people are constantly glued to mobile devices, tablets and laptops, how can you get them to notice your business? Blogging. Corporate blogging has numerous advantages; let’s take a peek at seven reasons why your company needs a blog.
1. Keeps Content Fresh
When a company regularly publishes new pieces on a blog, it satisfies the desire for new info. If the company blog discusses topics that are relevant to the business and that readers find interesting, the blog will keep readers and customers coming back for more.
2. Increases Traffic
Publishing on a regular basis can dramatically affect the amount of traffic coming to a company’s website. If your content is great (and fresh), readers are likely to return often. Furthermore, if blog posts are optimized for search engines by including relevant keywords in the right on-page elements, they are likely to attract a healthy influx of search traffic, too. If a company does a good job of coordinating content with overall website objectives, this traffic can actually result in conversions.
3. Reaches New Audiences and Brings in Money
When corporate blogs are found through online searches, companies reel in new visitors. With any luck, these people will enjoy the information, browse the site to a fuller extent, and become customers. Once they purchase products or services, these new fans of the company could even recommend the blog to their friends, creating more traffic and revenue.
4. Boosts Interaction and Customer Feedback
Online interaction comes in several forms today. One way that we pseudo-interact with companies is through social media. In this case, the company blog should have social media sharing tools (e.g., the ability to “Like” various articles on Facebook, “Tweet” the information on Twitter, “Send” to friends via email, “Pin” articles and other content to Pinterest and more). This provides the opportunity to see what visitors are enjoying on the blog. Likewise, companies can advertise new content directly on these social platforms by providing links.
Real blog interaction means discussion. Blogs that enable visitors to comment, start discussion threads, and ask questions are the most effective at promoting discussions. If you want customer opinions, openly ask for them within your blog entries.
5. Helps Humanize the Company
The worst thing about being a customer is the thought that companies are talking at us, especially when they use industry jargon or are just plain boring. Blogging provides companies with the opportunity to connect with customers on their level. A far cry from the highly specialized, technical material that companies churn out for the business world itself (e.g., annual reports), the tone of blog writing is more conversational, basic, has some personality, and is more entertaining. Customers, in turn, feel much more motivated to read a blog.
6. Establishes Authority and Expertise
Companies should strive to be leaders in their industries. What better way to prove how qualified they are than to show off their knowledge on a corporate blog? While blogging is certainly casual, it should also inform and educate. Relevance comes back into play here, as company blogs should discuss both interesting material and new happenings in the business. A software company, for instance, should focus on computer-related information, rather than the latest dieting fad.
Convinced yet? Blogs have unlimited potential for company success; it’s just a matter of taking advantage of it.
7. Provides an Easy Way to Manage Content
Blogging platforms provide tools that allow you to create and manage content easily. Access to most blogging platforms is provided online. That allows you to log in, post, edit and categorize content wherever you may happen to be, from any device that provides web access.
What are your thoughts and experiences on the advantages of blogging for a business? Please leave a comment.
Tracey Bauer is an online copywriter with a budding interest in the Web. She has written on a number of different topics – from email archiving and compliance to account security best practices.
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