In today’s digital society, blogging is not confined to personal use alone. The medium is a powerful communication channel for many different sized organisations and to some, it represents an integral component of their marketing and social media strategy.
Why is this the case and more importantly, why should my business blog? Well the answer is simple. Every business, from finance to catering, has a voice and more and more consumers are interested in hearing what your organisation has to say. A business blog helps add a personality to your brand, enabling you to engage with your market on a more human and ultimately, more meaningful level.
Topic is key. Think about how your blog could help your customer. What questions do you get asked? We regularly tell our clients to write a blog, with many stating ‘Who would want to read something I have written’…Well you would be surprised. Regular blogs are an excellent way to communicate with your potential customers, introducing them to your organisation, whilst sharing your thoughts on the latest industry trends and news; all helping towards strengthening your position as an expert within the industry.
A well-established blog can help influence an audience. When clients start conversations, the chances are these days many are doing it online, using social media platforms, such as Facebook, Twitter, LinkedIn or their own blog. Social media serves as an important mode of interaction and provides you with an ideal channel to your target audience. Consumer habits are dramatically changing, with many using social media to source companies, recommend services and start conversations with like-minded individuals and businesses. Posting blogs on social media sites can help inform and spark debate with your target audience and more importantly, drive traffic back to your website.
Google loves content. Getting to the first page of the search engines is always a priority for website owners. Providing good quality, unique content, such as blog articles, is a good starting point to achieving this. Blogging provides you with the opportunity to be present, be found, and get your business noticed by your target market. Search engines favour sites that are both active and also adding new content on a regular basis. A blog accomplishes both of these features. By having a blog you are demonstrating that your site is not static and that the information on the site is not only current and up-to-date but also increasing. Simple steps such as utilising keywords and internal and external linking to relevant and complimentary sites are all factors which can not only develop your blog, but also improve your SEO.
Blogging not only shares your expertise and improves website visibility; it also opens doors to many opportunities. Successful bloggers are often asked to expand their blog for industry magazine articles and columns, or attend the latest product launches and conferences, as their voice is seen as influential in their industry. A prime example of a simple blog working its way to the top is Mashable. Mashable was once a one man blog that soon turned into a popular news site, tackling social media and the digital culture. Bored by schoolwork, Scotsman Peter Cashmore skipped college and began writing about how people were using technology and the new world of social networking. From March 2012 Mashable was worth a staggering £127 million with over 2,775,000 Twitter followers and over 838,400 fans on Facebook.
Producing a blog that attracts a following like Mashable’s doesn’t happen every day, but a well maintained and regularly updated blog is an effective marketing tool. The only thing it will cost you is your time.
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