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To Blog or Not to Blog? Blogging for Business

When it comes to a company’s digital marketing strategy, blogging for business is a hot topic of discussion. Many times, a blog is the logical next step in the spirit of producing original content and a critical component of our partners’ overall digital strategy. Other times, companies come to 1558 Brand Agency specifically requesting a blog in order to maximize their current website and reach a broader audience. 

The popularity of blogs is no surprise – in fact, blogs are considered standard in some industries, but there are actually several scenarios where a blog just doesn’t make sense at all. Why? Well, first let’s look at what a blog is supposed to do. 

Blogging for Business: What’s the Point Anyway?

Blogs are essentially a platform to inform your audience and generate new, interesting content. In the overarching theme of Search Engine Optimization (SEO), a blog would be one way you could potentially launch your business to the top of search results online.

Without going too deep into SEO, one of the most favorable features of a website is fresh content updated regularly. Another is incoming links to your website. This means if businesses are reposting your content with links to the original article, Google rewards this with a higher ranking for your business and it’s easier for others to find you. After all, it’s about getting to the top of Google at the end of the day, isn’t it?  

To this end, a blog makes perfect sense. Since each blog post would ideally have its own URL or web address, this unique URL can also be a great way to send out bits of information to interested users.

For instance, if you own a natural foods store and want to educate your customers on the dangers of GMOs, you can promote the blog post on your social media channels, as well as use email marketing to distribute that specific link. 

Since a blog is well organized and constructed of individual posts, those who wish to syndicate your content can easily do so as well (giving you credit in the process, of course). Not only can blogging about certain topics position you as a leader in your industry, but it can also have the non-ulterior motive of giving your audience something in which they are very interested.

Blogging for Business: What Could Go Wrong?

So, let’s assume you take the plunge and embark on this wonderful blog journey. What could go wrong? 

Much like getting your children a live bunny for Easter, the reality will soon set in that caring for your blog might be a little too much to handle. 

  • A blog should be updated, at the very minimum, of once per month, or ideally, once every week.
  •  A non-active blog at best appears that you just stopped caring and at worst, gives the erroneous impression that you’ve shut down shop. 

There’s nothing sadder than a forgotten blog. If you don’t have the manpower or hours to keep a blog afloat, then consider another mechanism for adding new content to your site. 

Maybe you envision adding content a few times a year; either during a blow-out sale or to make other seasonal announcements. Utilizing your Content Management System (CMS) to make these minor changes to your home page would be a much better bet. If you don’t have a CMS or you’re not sure if you have one, ask your developer and communicate that you’d like to be involved in making some changes to your site yourself. 

Blogging for Business: 3 Things to Remember When Starting A Blog

A blog should be conversational. It is not an objective news article. In fact, it’s often believed that blogs originally were valued as the “out” that some journalists used to promote their own opinions with complete disregard for journalistic integrity. “It’s not fact; it’s just a blog!” Get the idea?

Therefore, a blog shouldn’t be a rigid channel used to get real news out the door. Did you just receive a patent or were granted a new IDIQ government contract? Not the thing to put in a blog. Instead, use a press release to announce your exciting business news to your audience.

Use your blog as a more casual environment for information and engagement. It’s a subjective, lighter form of banter that should invite your audience to speak up and talk back. Be sure that your comments are enabled on your blog so that you can take part in the exchange. Also, keep a lookout for others who post your blog to social media.

The more chatter there is surrounding your blog, the bigger your online presence will become!

A blog should always include a call to action (CTA). The purpose of your blog is to build your audience and connect with potential customers. As they read it, provide a way for them to take the next step. This is where the rubber meets the road when it comes to peaking the interest of a potential lead or encouraging an existing lead to become a customer.

Producing content without providing a CTA is like getting a million dollar check that isn’t signed…there’s no payoff. Explicitly ask your readers to follow up, whether that be to download more information, subscribe to future updates, or call for a tour/demo.    

A blog should have a consistent and coherent voice. Leveraging experts within your company to write different posts is a great blog strategy, but give one person the duty to pull everything together and be sure it sounds like it’s coming from the same company. Much like your brand, over time readers will recognize and associate your content with your business. This is key to building a blog that brings an audience back again and again.

A consistent voice helps your readers connect to your blog, and therefore your company, on a more personal level.

Blogging for Business: Getting Ready to Launch

Here’s our last piece of advice – quietly build your blog. Nobody wants to land on a blog with one post. So, as you’re writing, continually populate your blog until you have a handful of good items. Then, when you’re ready to launch it, shout it from the roof! Be proud that you have nurtured and cared for it, and the benefits will eventually roll in.

Just be patient, strategic, and above all, be sure that blogging makes sense for YOU! 

Want to learn more about blogging for business? Contact 1558 Brand Agency and we will be happy to help you assess whether a blog can be a beneficial tool for your digital marketing strategy. 

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