One of the first questions we’re always asked by prospective customers is “why should I write a company blog?” It’s difficult to come up with a short answer as the benefits are numerous, so here are our top 10 reasons why your company needs to write a blog.
1. Boost your search engine optimisation (SEO)
Google loves blogs. It’s that simple. When you integrate a blog into your website, you’re telling the search engines that your site is active, current and relevant. Your keywords need to be included in the titles, text and tags of your blog posts for maximum SEO benefit.
2. Your competitors are blogging
Pick an industry: someone’s blogging about it. Company blogs have moved beyond their ‘trendy new age’ perception into the mainstream. If your company isn’t blogging, one or more of its competitors will be.
3. Bring your website to life
Have you ever tried promoting a static website? It’s not a lot of fun. Websites that are put online and then left untouched for months or years are difficult to promote because there’s not much to talk about beyond “Hi, we’re company X and we sell product Y”. Writing a company blog changes all that by keeping your website content topical and constantly evolving.
4. Generate social media fodder
5. A benign marketing platform
How well do you think your customers and prospects would react if you emailed them every time you issued a press release, won a client, attended an event or gave a presentation? Chances are they’re unsubscribe faster than you could say “spammer”. A company blog is a much less intrusive way of showcasing your company’s activities and achievements, because the reader decides when to engage.
6. Maximise your newsletter
Notwithstanding the previous point, a blog is great material for your company’s e-newsletter (as long as everyone receiving it has agreed to do so, and you’re not sending it out too often). A brief, punchy run-down of your top blog stories with brief summaries and links to your site can be a great way to drive regular traffic and raise the profile of your brand.
7. Thought leadership
A company blog is the ideal tool to position your brand as an industry expert. By regularly writing and publishing interesting, well-researched, thought-out material that builds readers’ trust in your company, your blog will soon start to pay dividends.
8. Report industry news
It doesn’t matter what sector you’re in: if you want to be taken seriously you need to show your customer base that you’re on top of industry news and developments. What better way to prove this than to write about the latest news and publish on your blog?
9. Run promotions and competitions
Be very careful with this one: your company blog should not come across as being nothing but a thinly veiled sales tool. However, used wisely, a blog can be a great platform for special offers and/or competitions. Just make sure you also write advice-led and/or news-based articles for your company blog, to keep it balanced.
10. Start a conversation – with your customer!
There are several ways to update a website, such as adding a news feed or a ‘Special Offers’ page, for example. However, these options will not give your readers the same opportunities to interact as a blog which they can comment on and share over social networks. Don’t just talk “at” your prospective customers: give them an opportunity to talk back!