You know how to sell it, pitch it and spin it. The often monumental task of transforming something from a ‘nice to have’ to a ‘need to have.’ That golden opportunity to stretch our sales and marketing muscles and get to the heart of the true objection. Such has been the case with company blogs. “Seems awfully nice, but we’re not sure how it will help.” “Love the idea, but we’ve got other things to do.” Fortunately, with some amazing statistics, it’s clear that business blogging has crossed to the other side and is well planted as a “need to have” in your marketing arsenal. A well-written blog on your company’s homepage filled with industry news, insights and informative content can absolutely elevate your brand and visibility. And just in case you haven’t officially made it to the other side of the street, here are three reasons why you should finally start and maintain a scheduled company blog.
Say What You Want to Say
First and foremost, consider your blog as a platform – your own version of an Open Mic. It offers you a very cost effective way to communicate your ideas, what you represent in a perspective that is yours alone. It’s the first step to interact and engage with other people (your readers) within the context of social media, so think of it too as the beginning of a conversation in your company’s voice. Your blog serves as a solid foundation for your brand and for your business. Do you want to start promoting your new company vision? Do you have a new product that you want to offer? Well, your company blog is THE place to do it – preferably in a simple, concise and thought provoking way.
Now things get interesting. Because every single time you write a blog post, it's one more indexed page on your website. Every new indexed page is one more opportunity for you to show up in search engines, and drive traffic to your website through organic search. It's also one more cue to Google and other search engines that your website is active and they should be checking in frequently to see what content you've published.
Blogging also helps you get discovered via social media. Every time you write a blog post, you're creating content that people can share on social networks -- Twitter, LinkedIn, Facebook, Pinterest, Google+ -- which helps promote a level of awareness to a new audience that might be unfamiliar with you. Blog content also helps keep your social media presence going since you're strengthening your social reach with blog content and driving new website visitors to your blog with your social channels.
It’s All About Me
Selfish, yes, but your interactions and postings on your blog will eventually turn you into a subject matter expert (SME) in your niche or industry. You can’t help it and you can’t prevent it. In fact, every time you post a new, well-written blog article, you’ll be developing your position as a SME. Your blog will turn you into an influencer and a leader in your professional area. You’ll organically build your online exposure, credibility, trustworthiness and expertise. Consequently, other writers will come to you for quotes and input. Trust us when we say that as a valued SME, eventually when someone needs what you are selling (or offering), you will be very top of mind.