A Blog About Why to Blog for Business
What is a blog? A blog, according to our good friend Wikipedia is, “A discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).” My definition of a blog is much more simple. It is a series of original content that defines you as an individual person and/or a brand.
One of the greatest things about the web is the endless amount of original, unmanipulated content and information. Over time, it has allowed us all to have our own voice and opinion and make that message available for others to see and share. Below, I have outlined my top reasons why your company should have a “voice” or “blog” and if done with discretion and positivity, how it will benefit and help grow your brand.
The Foundation of Much of your Social Media Activity
Much of the conversation the last several years has moved from your “traditional” blog pages in the form of comments to platforms such as, Twitter, Facebook etc. This is something to pay attention to, however in no way does this make your blog obsolete. In fact, it now allows you to share your ideas and thoughts on larger platforms where the chance to be seen is much greater. If your audience finds your content useful, chances are they will share it with their audience and also visit your site to find out more about you. Consistency, when and how often, as well as creative, accurate content will help you build a very strong audience over time.
Blogs give brands an opportunity to speak and be heard on a clean and organized platform. Creating a personality behind your brand, although not always easy, is something that will do wonders for your overall reputation and awareness. The goal again should be to provide your audience with information that benefits them and something they can count on being accurate and thought leading in your particular space. Every company has a “personality” and showcasing it in a positive way will lead to great things.
One of the benefits I rarely see talked about is the self education that comes with writing a good, accurate, well thought out blog. No matter the industry or subject you are discussing, it forces you to think out of the box and know not only your own brand, but others in your space. There are endless amounts of information at everyone’s fingertips, putting the extra time in to absorb that information is essential for you and your company to be viewed as a thought leader in your industry.
Boost Your Traffic
This is the most prevalent benefit I see talked about when discussing why a blog is important for your brand. However, it may be in-fact the most beneficial aspect for your company that it would be unfair of me not to mention it. There are two main factors that go into giving you the best chance to boost your traffic through a well written, consistent blog. First, in today’s world of the Google gods, quality inbound links are the #1 factor to decide how much authority a business has on the Internet. They are like votes that enhance your overall online identity. The more votes, the more authority your business has and thus the higher you will rank on Search Engines such as Google, Yahoo, and Bing. Creating quality, educational content that others can not resist sharing will give you these crucial links and in time, boost your online authority. Second, Blogging around a specific long tail keyword phrase is key. It gives your business the opportunity to get indexed in search engines for an extremely niche keyword phrase that you may not normally utilize in your website pages. Long tail keywords are much easier to rank for and have a much higher CTR (click-through rate) due to the end-users being much farther along in the buying cycle. This very specific content creation attracts extremely relevant traffic that has a very high probability of becoming a viable lead to your business.
As a business owner, your time is scarce, and generally dedicating the time needed to keep up with a well written, consistent blog is overlooked. However, in order to truly maximize your brands potential, blogging is a necessary piece to your overall online marketing success. Do it yourself or hand it off to someone else who has the time to do it for you, but do not overlook this truly powerful tool.