Social media, when used effectively, goes a long way in expanding your brand and making contact with potential clients. Once the Facebook feeds and Twitter timelines start rolling, what’s the next step? While some companies are satisfied with redirecting social media traffic back to their website’s “Services” or “About Us” pages, there is potential to transform from being a business into something more. If that sounds like an appealing opportunity, then it’s time to start a blog.
Before getting to work, there are several important facts to consider. Writing and maintaining a blog is an investment. Just as Rome wasn’t built in a day, your blogging empire won’t be built overnight. It takes a considerable amount of time and, depending on the source of your content, money (if you choose to hire a professional writer).
Investing resources into creating an in-house blog can go a long way in benefiting your company image and, in turn, your bottom line.
So, why start a blog?
Increased Web Traffic
Sharing industry news and business resources is great, but what if your company was the source of this news and these resources? Creating accurate, informative blogs to share drives all clicks and social media engagements back to your site rather than an external source. Your readers can then dig into a link-filled blog that redirects them to your offered services, the company contact page, and even other blog posts. Ultimately, the more time users spend on your site, the better off the company will be. An added bonus is that fresh content boosts search engine optimization, increasing Google search rankings over time!
Develop a Community
It’s in human nature to create communities, often forming around common interests, cultural focal points, and content (especially in the 21st century). Creating a blog provides an opportunity for a community to gather to support, discuss, and contribute to the conversation. When communities form, people within the communities become invested in the company, its business, and its mission. This investment creates a connection that drives brand recognition and company reputation while also encouraging readers to share both online and by word of mouth.
Adding a Touch of Humanity
It’s easy for corporate accounts to feel, well… “corporate”. Approaching social media management with a cold, fact-based strategy creates a digital existence but ultimately does little in terms of creating engagement within the community. Blogs, specifically those with named authors, put a name and face to the work that a company is doing. This simple step creates a connection with clients, softening the relationship and potentially opening the potential for a more casual interaction that may even lead to generating new business.
Become an Industry Leader
This is one of the most significant boosts from blogs. However, becoming an industry expert can is a multi-step process that spans years. As time passes, the content that you create can provide readers with useful resources and industry information that can help them and their businesses in turn. When thinking about your blog’s impact on its audience, meditate on the wise words of Jerry Maguire: “Help me, help you.” As the company’s industry reputation continues to grow, authors’ writing skills are sharpened, industry research is performed, and new insights are obtained that all ultimately reinforce the strength of the core business itself.
Blogging may take time, effort, and consistency, though the benefits that a company can experience far outweigh the resources invested. As the digital transformation of businesses continues to implement new technologies in our lives and workplaces, creating a blog reinforces your company’s core and grows its reach to attract those scouring the web for their next quick read.
