With the increased popularity of systems like Wordpress, Blogger, and Blogspot, adding a company blog into your online marketing effort is easier than ever, but why should you invest the extra effort? Listed below are five quick reasons how an adding a blog can help your company grow.
1. Credibility in your industry
Assuming you take the time to publish quality information, a well-written blog post demonstrates to readers that you have a level of expertise in your industry. Supplying readers with industry trends, tips, or techniques is a great way to capture an audience and keep them wanting more. In essence, with each blog post, you garner a certain amount of trust…which could lead to additional customers in the future.
2. The People Behind the Brand
Far too often, organizations are seen as entities with no personality. Customer support agents answer questions from pre-determined scripts and there is little-to-no connection with a prospective client. By writing a blog, you are afforded the ability to publish useful information and give readers some insight as to who you really are. Mixing in the occasional corporate outing, community involvement, or sharing images about your employees can humanize the perception of your organization.
3. SEO Implications
Most websites have a fairly limited number of pages, and a limited number of words per page. Adding a blog means you can regularly create rich content, and include the keywords which just don’t seem to work on your static pages. You’ll be supplying search engine crawlers more content to crawl on your site, and more opportunity to catalog and index your important keywords.
4. Google Loves the Freshness
When Google crawls, indexes, and ranks pages, it examines a large number of criteria to determine the importance of a website. A large portion of the criteria is directly related to how often the website is updated…in essence, how fresh is the content. Websites with content that changes frequently typically notice increased spider activity as Google attempts to make sure all the latest stories are indexed quickly. Having a blog on your site is a fairly easy way to create these frequent updates that Google is looking for.
5. Customer Relationships
Once in place, your blog can serve as a great tool to attract new customers while offering new and updated services to existing customers. Adding posts that answer common questions about a product, announcing news products, or offering specials are the most common methods to building customer loyalty.
Keep In Mind
Now, it should be noted that the power of the five items above can only be exploited by spending the time to write meaningful blog posts. Simply throwing some quick ideas together and publishing to the web will likely see far less bang for your buck.
About the Author
Peter Ward is Creative Director of Lucky Gnome Creative. Located in San Diego, CA, Lucky Gnome is an award-winning design firm specializing in building websites and brand strategies for small to medium-sized businesses. Connect with them on Twitter @luckygnome or follow their updates on Facebook.