Your company needs a blog.
Here’s why: There are very few effective ways to communicate your brand.
You can put an ad in a magazine, or write an editorial in a newspaper. You can put up a billboard, or create a radio advertisement. You could create a television commercial. But how many of these channels give you the option to dynamically update the content or give you the option to engage with the people who see, hear or read it?
Once that TV commercial stops running, what then? When your budget for running the radio ad is used up, what happens next? Blog posts stay up indefinitely giving your brand a legacy of brand development.
When I buy a new album by a band, I’ll often go check out their older albums. It helps me to identify with the band and get an idea of where they’ve been and what they are all about. The same is true of a company blog. You can go back in their posts and see what their perspective is, and determine your perception of the brand.
The hard part most companies will struggle with is figuring out what to write about. So sit down, formulate a plan and start a company blog. You won’t regret it and if you don’t start now, you’re just going to look back later and wish you started earlier. Your customers want to get to know you and they want to engage with you. That’s one step towards building a great brand.