Every now and then a client who is new to the idea of blogging will ask me: “But isn’t a blog nothing more than a diary that’s online?” And I realize that while the content marketing world may be growing by leaps and bounds, there are still small business owners who feel it strange to use blogs — a tool once equated with personal journals — to help promote their brand and their business. Here are a few thoughts that should lay it to rest.
Blogging is No Longer About What You Had for Lunch…
Yes, once upon a time, blogs were mainly used as teenage diaries, complete with lockets. In fact, there are still many personal bloggers out there who use their blogs as venues to record their daily calorie intake or their unrequited loves. But that’s just one use of blogging. And it pretty much died down after the early 2000s, alongside the fall of diary-blogging platforms such as LiveJournal, Xanga, and Geocities. (I can feel a whole army of personal bloggers itching to set me straight. Hit the comments, ladies.)
…Blogging is Now About Being Useful
The truth is people are searching for useful information online, and blogs are one way to provide that information to them.
When was the last time you spent money on a service — perhaps for web hosting, or for a project management cloud software? How did you do your research for that service? If you’re like the general user, you tap a search phrase into Google that includes the word “review,” and then browse the results, searching for real people’s opinions. You’ll probably land on one of the suppliers’ websites, maybe even their product blog. You’ll read up on all the technical documentation to see if it answers your needs, and go through their most recent blog posts to determine whether the service provider knows its stuff.
Blogging is Half of a Conversation
These days, blogging is more a conversation platform where the act of blogging is the act of publicizing your half of the discussion. The other half is your readers typing a search phrase into Google because they’re looking for resources, solutions, or opinions. And if they leave comments or promote your content to social media channels, you’re given the opportunity to engage them more fully.
Hopefully, you realize that blogging can be a powerful tool for engaging your audience, and for joining an ongoing public conversation with people looking for information that only you can provide!
If you’re still unsure, read this: 5 Reasons Why Your Business Needs a Blog.
IMAGE CREDITS: Death To Stock.