There’s a lot of buzz around business blogging lately. You hear you need a blog for your business, but why? Find out why business blogging is an essential part of your integrated marketing strategy and learn exactly what benefits you’ll see when you incorporate a blog into your company website.
Fifteen years ago, personal blogs were popping up left and right, and I loved it. I updated my online journal every day, without fail, sometimes up to six times a day. Yes, I also had a life (a very busy life, in fact), but I was a college student and thought my “intellectual” ramblings and fun little snippets were worth sharing. Constantly.
It seemed like everyone wanted to share their opinions (usually anonymously) and connect with others to share personal experiences and to offer and receive support. …and some people simply enjoying posting links to pictures of cats.
Some things never change. (Yes, I’m talking about the cats.)
The Rise of Authenticity
Blogging, however, has changed quite a bit. Sure, you can still have an anonymous blog or a secret LiveJournal account. But with the advent of Facebook and other social media platforms, posting thoughts and feelings among actual, real-life friends became much more commonplace.
The Internet has evolved to appreciate authenticity.
Businesses began paying more attention to their websites. Just “having a website” used to be of utmost importance. It still is, of course, but nowadays, a business website must contain authentic content to be most effective.
Here’s the truth: I’m in my thirties and I don’t know a single one of my peers who doesn’t search online before engaging in business with a specific company, or before purchasing a particular product or service. Period. Sure, some people still go to the mall and window shop and whatnot, but even malls are on the decline. When it comes to major purchases of goods and services, the Web is where the information lives and where it is sought out.
Consumers want real information, and they want it online. Consumers don’t want to be sold to; they want to be educated. They want content that is relatable. In other words, buyers are hungry for content! Seriously: they’re ready, eager, and waiting for you to offer the content that speaks to their specific wants and needs.
You provide the right content and you win their business. Plain and simple.
Business Blog Benefits
The first step toward winning that business through your website is to provide excellent online content for your target audience. Creating a blog on your business website, then committing to regular blog posts and updates is a great way to offer that targeted content.
When your content is authentic, you earn the trust of your target market. Believe me, with today’s short attention spans in tandem with millions of daily distractions, that trust is precious. Trust begets consumer loyalty—do it right and they’ll keep coming back for more.
To get that target market to your website in the first place, you need to be in the top three search engine results on Google, Bing, and Yahoo!, or you’ll never get noticed at all. Good news! Maintaining a business blog is GREAT for search engine optimization (SEO). The more you regularly blog, the more likely your content will rank in that coveted top three.
An additional benefit: your blog allows you to showcase your expertise and experience. With the right content, you’re alerting your target market, your town/city/metropolis, and your competitors that you are THE best at what you do. When you’re the expert, you’re in demand.
In short, more business blogging means more business—and in today’s competitive consumer culture, you really can’t afford not to.