I have more conversations than I’d like to about why companies should either start a blog, be more active on their blog, or give up the idea of deleting their blog.
It’s not that I don’t like talking about blogging, but I wish I didn’t have to try so hard to persuade companies to do something valuable for themselves.
Here are the three reasons you need to get going on your company blog right now.
Positioning
Every company stands for something. Every company wants to be known for something. Every company does something.
A blog is an incredible way to continually showcase expertise and industry knowledge. It can be a way to showcase culture, resources or anything else that YOUR audience will find interesting, valuable and engaging.
Nowadays if you want to be known as an expert, you need to prove it. Customers have more information than ever before. So much, in fact, that they pay attention to either the one that is the most visible or the most trusted (two factors that are often confused).
If customers are now looking at you and–at leas–a handful of your competitors, you better have something that positions you as being more valuable. Either that or you need to drop prices. Which would you rather be: paid more as the expert, or paid less to do cheap work?
Search Value
Every word you write is indexed and crawled by search engines. When carefully thought out, those words can be used to draw in more traffic to your site from people that are searching for your knowledge, expertise and service. Creating blog content allows you to get indexed more frequently, resulting in more domain trust and authority, which in turn can help influence your search ranking. Over time blogging gets better.
Which leads me to…
Ongoing Value: The Content Annuity Principle
Unlike advertising which stops the minute your budget runs out, content lives on. The more you add to it, the better it gets. Think of an annuity, or a bank account. The more money you have in, the more interest it collects, and the bigger “payout” you can expect.
If you commit to a solid and consistent blogging strategy, you will find that you will bring in more search traffic.
On the Internet of today, more traffic can mean more social shares.
More social shares means more reach.
More reach means more awareness.
You get where I’m going.
So, in an effort to help you get started or keep going, I present several helpful resources.