Blogs. A necessary evil to some and a must-have in today’s marketing toolbox, whether a corporate giant or non-profit organization. For some however, the idea of blogging creates more anxiety than potential and as a result, follow the mindset that because they are not blogging, it’s no big deal and no one will really notice. Or will they?
This idea could not be farther from the truth. When asked about the reality of blogging, I usually hone in on the 3 reasons why your company should blog.
Blogging has many benefits, whether you blog on behalf of your company, a non-profit, or as an individual. Let’s discuss:
1 – Blogging positions you to share your knowledge as an expert in the field. Blogging allows a controlled release of content about you, by YOU! As opposed to PR (public relations), which can be either good or bad depending on the journalists’ view, blogging allows you to let the reader know about who you are, how you can help, and in which unique way you are qualified to help. You can share your project portfolio, case studies, or presentation slides. It’s all up to you. You can show client prospects the work you do through video’s, talk about it through podcasting, or showcase your awards or recognition within your industry.
2 – Blogging is predominately free or low-cost
If your website is built on WordPress, Wix, SquareSpace or Hubspot, you likely have a plugin or feature already in place. You can “add a blog” for each blog entry without adding additional cost to your monthly fee.
3 – Blogging allows you to build your brand
A blog allows you the platform to demonstrate the features and benefits of your goods, products, or services. Blogging will help to drive traffic to your website when used as a promotional tool for your work and, a parking spot for testimonials that further support your brand through the customer experience. Your brand should resonate with your clients or prospects as to how their work will become easier, better, or improved. Blog about how working with your brand solves a problem. For example, Bounty paper towels “the quicker picker upper” leverages their brand as a product synonymous with effective absorption. I do not know of any other competing brand that compares themselves against Bounty. I can, however, see the commercial in my mind of Bounty in a split screen against the “leading competitive brand.” Bounty, of course, wins the absorption contest.
And so…why aren’t you blogging?
What I hear most often is “I don’t know how or what to write, where to begin, and when I do figure it out, it’s not very good.” Well, good news ahead. Idea generation is easiest when you consider the ‘how’ of your organization. How do you solve your clients’ problems? Even easier, take note of a week’s worth of emails, phone calls, and inquiries and you can easily derive the questions most related to your work that customers will ask. “How do I…” or “When should I” or “What is the…”
Or, contact us. We’re happy to help and ready to start the conversation (and blog for you too!).