Blogging is no longer simply an avenue for prepubescent teens to expose angst about school and relationships (that’s more social media than blogging anyway)– these days blogs are the lifeblood of any web property. They inject fresh, relevant content to your website, helping your brand be more visible in search engines to your prospective customers.
Blogging isn’t merely for interesting stories about what you had for lunch. It’s about establishing credibility, thought leadership, and search engine ranking.
Here are 5 important reasons why you need to build and maintain a blog for your business:
1. Blogging Helps Your Business’ SEO
The number one reason why your business needs a blog is that it helps your website be found on Google… and other search engines.
Think about it: if you’re writing your blog posts with your targeted keywords, then after several weeks or months of consistent high quality posts, people will find your organization much more easily on search engine results pages.
The thing to remember is that Google is skewed towards the latest, most relevant content. So if you’re offering posts on a regular basis, you WILL GET FOUND based on the key words you pepper your post with. As such, the blog offers you the chance to improve your SEO ranking every time you publish something new.
My Day Job: Currently, I blog for Wrike (wrike.com/blog) and the company blog is the single biggest source for our marketing qualified leads. Writing daily blog posts and keeping the content machine running means we’re constantly drawing prospective customers into our marketing funnel. From blogging.
2. Blogging Establishes Your Business’ Credibility
The term “thought leadership” has been used and abused over the years, but it captures exactly what a blog can do for your business: establish you as a leading idea person within your industry.
Constant, relevant posts — on your industry trends, on the issues and successes of people in your space, on the problems that your products solve — are the best way to establish that you know what you’re talking about. And the more credible you become, the more trustworthy you are in the eyes of prospective customers. The easier to make the sale.
3. Blogging Allows You to Converse on Timely Topics
Blogs give you a place to start conversations with customers, prospects and other influencers about topics that matter to them. Whether it’s talking about a current event in the political arena, or foretelling an industry trend, or responding to relevant posts on other blogs, your blog can catalyze a conversation within its comments section and allow readers to react to what you’ve written.
4. Your Business Controls Your Blog
I’m assuming, of course, that your blog lives on your domain. If it does, good for you. (If it does not, I strongly suggest you fix it.) This means you control the destiny, the content, and the posting guidelines of your own blog. This also means, your content won’t disappear suddenly or be blocked by the hosting company or even lock you out from your account.
If your blog is NOT on your domain and you’re relying on platforms like Medium, Facebook, Blogspot, GooglePlus, Tumblr, or WordPress.com to host your content, then you’re a sharecropper (a term concocted by Julie Neidlinger). Be cautious. You may just wake up one day and find out policies have changed. You may discover your content is suddenly inaccessible because … well, you don’t own the parent website so you don’t get to make the rules.
Multiply Story: For several years between 2004 and 2007, I was actively blogging on a social network called Multiply, a big hit in the Philippines and Asia Pacific back before Facebook became ubiquitous. One day, Multiply decided to pivot and move away from being a social network for bloggers and photographers to an e-commerce portal. Several thousand disgruntled people (including myself) who had been using it as a primary means of communication and marketing, then had to migrate their content to other blog hosts. In 2013, the service closed down entirely.
5. Blogging Gives You a Space for New Content
The rest of Your website is typically made up of rather static information: About Us, Products, Services, Contact Us, etc. But after the initial push or any new product release, you ordinarily don’t introduce new web pages or articles on a weekly basis. Which means, the majority of your website doesn’t change much.
The blog is that one place on your website where you can post new content on a regular basis — where you can keep the content flowing. New updates on products or services can be announced here. News clippings or promos can be highlighted here. Special announcements go here along with anything else of a transitory nature. The blog is where it fits best.
What’s Stopping You from Blogging?
In the end, blogging gets both your brand and your expertise in front of many more eyes than a simple static website would. And while the investment in time and effort might seem costly at first, the opportunities that blogging will help open will more than make up for the challenges.
So what’s stopping you from blogging for your company, your organization, your business?
Original photo by Ales Krivec. On Unsplash.