Why Blogging Makes Sense for Business

He blogs.

She blogs.

They blog.

But should ‘we’ blog?

We have so many clients question us over the merits of blogging, when, let’s face it, there’s always so much on the to-do list, and sometimes you want to focus on those things which bring you instant results.

But might you be ignoring the benefits of blogging to your detriment?
And could blogging actually prove so powerful as to reduce effort and energy in other of your sales and marketing process?

First up – what’s a blog anyway?

Well, a blog is a way of sharing ideas, expressing a viewpoint, opening a debate, issuing an update of interest or providing content which will engage with those who need or may wish to learn from you.

In the main, blogs are perceived as being about written form content, but don’t forget they could just as easily contain images, footage, audio.

They should also be seen as a ‘two way channel’, because while they are initially your opportunity to ‘broadcast’, the key is that you should be wanting to gain interaction and feedback on the content you’re sharing.

Blogs might be written by one person within your business, or by many staff on rotation – always giving an authentic sense of what the company is doing.

They can be written in-house, or, outsourced to a communications agency or consultant who will also carry out necessary research on the particular topic.

And so to the benefits.

Here’s 10 for starters:

1. -       They’ll help drive traffic to your website

2. -       They allow you to promote your products, services and innovations

3. -       They spark debate and as a result get the right kind of audience interacting with you

4. -       They give you a brand mouthpiece which you control

5. -       They play a part in your online brand visibility, allowing you to build traction through linking online to your content through various social mediums

6. -       They spark marketing and PR opportunities (journalists will often be looking at company blogs for insight and story scope)

7. -       They allow you to research and understand your market better, by receiving feedback and sensing the debate you create

8. -       They develop a tone of voice for the brand

9. -       They have the opportunity to position a particular person in the business as a true voice of authority

10. -       They don’t need to cost you much / at all to give it a go and see what impact it creates

So with that long list in mind, naturally you’re going to want to think about whether there are downsides.

And yes, there are some.

Like all social engagement, you need to be aware that what you produce could spark criticism or comment, so you do need to think about how you’ll deal with any incoming reaction (just as you would for your social media channels).

Blogs of course need ethical considerations, and, depending on which angles you choose  to pursue, you’ll want to fastidiously ensure legal compliance within your discussion.

Timing and sheer creativity worries can be another issue which holds people back from ‘getting started’ on blogging, but rest assured, it doesn’t have to be a mammoth commitment – and you can always outsource to save yourself that burden.

For more information on producing blogs, get in touch. Email hello@lexiaagency.co.uk