Why Blog?

Blogs help with:

  • Search Engine Optimization (SEO)
    • 21st century marketing tool drives company visibility and traffic
    • Less expensive marketing tool
  • Brand visibility
    • Find customers and engage them
    • Brand creation and longevity
    • Industry leader
  • Public relationships, customer service and relationship building
    • Connect/Communicate with others
    • Provide information that satisfies the needs of readers/customers
    • Brand Monitoring

A blog is the single best way to attract new visitors to your website. In order to be found by the right prospective customers, you must create educational content that speaks to them and answers their questions. A well executed blog can build credibility and promote a positive reputation. Blogging can provide a company with a competitive edge of its competition.

A blog provides an additional method to communicate with current and potential customers.Companies choosing not to engage in blogging or poorly execute blogging will likely find themselves wondering why they lack the customer base of their competitors. Specific examples of reasons to have a corporate blog are the following: brand creation/loyalty, enhanced visibility, marketing campaigns at a lesser cost, product launch announcements, public relations, media relations, vendor relations, and share valuable industry knowledge.

According to a Forbes article “Why Should Companies Blog?” a survey was completed between 2009 and 2011 regarding blogs in the corporate world. Through the survey eighty-five percent of business rated their company blogs as “useful,” “important” or “critical.” A very significant 27% rated their company blog as “critical” to their business.

A company blog addresses many business functions. Blogs help drive traffic to your company’s website. This can be accomplished through search engine optimization (SEO), which is the process of affecting the visibility of a website in a search engine’s “natural” search results. A company’s blog powers SEO through indexed pages. According to a Hubspot blog “The Benefits of Business blogging” every time a new blog post is written, it creates one more index page on the company’s website. This also cues Google and other search engines that the website is active; therefore, people should be checking in frequently to see what content has been recently published. Every new indexed page is one more opportunity for the company to show up in search engines, and drive traffic to its website through organic searches. As a result, each post is an opportunity to generate new leads.

One of the best reasons to have a blog is it will benefit a company where it matters; its customers. A blog can attract potential customers as explained in the previous paragraph. With increased website traffic, the company has an opportunity to provide meaningful content to potential customers. In addition it provides an opportunity to keep current customers by keeping them up to date on news about the company, its products and services, and support information. Ultimately, a blog provides valuable content to the potential and current customers. Customers respond better to valuable content instead of being inundated by advertisements.
People appreciate knowledge and information and over time learn to trust and respect the source of the content. Through blogging a company can become a knowledge leader in its industry creating a strong customer base.

Additional benefits/functions of a blog include: it gives the company a voice, creates free PR, allows a company to tell their brand story, creates a two-way conversation with customers, cost-effective marketing investments, sharpens the company’s focus, helps the company stay ahead of the curve, and can provide insight to the audience through analytics.

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