To blog or not to blog–that is the question.
This is a dilemma that businesses regularly struggle with, and with good reason. Blogging–when approached properly–takes topic research, copywriting, editing and a large time commitment.
I can assure though that investing in blogging will be worth it and here’s why.
1.) Search Engine Optimization (SEO)
If your business performs keyword research–where you’re discovering what kinds of questions your ideal customers are typing into search engines–then every blog post is an individual keyword page indexed in search engines like Google.
In other words, each blog post is a tangible marketing material that will be around as long as the Internet and your site exist. By blogging on a regular basis you’ll boost your site’s keyword presence, SEO ranking and your ability to attract your ideal customers.
Before someone considers buying from your business, they will go through a discovery process that will either give them confidence–or a lack thereof–in your ability to fulfill their needs.
Your business can establish itself as a credible source by blogging about relevant topics that are informative and educational (again, tied into your keyword research).
You have to make sure, however, that you’re creating content that isn’t just about your business. A healthy balance is 80/20–80 percent informative and educational content and 20 percent about your business.
3.) Social Media Content
Beyond regular, shareable content from other sources, your organization needs to be actively communicating on social media with its own content, custom-designed graphics and full-fledged campaigns. Blogging is absolutely necessary to accomplish this.
When I was the PRSSA National Vice President of Public Relations from 2013-2014, a significant amount of my social media content calendar revolved around the articles on our blog. In truth, the blog was the driving engine for our discussion topics and our ability to educate PRSSA members, prospective members and affiliates.
The person in charge of social media and the person in charge of your blog should be on the same team.
Is your business investing in a high-quality blog?