Where better to start than ‘Why should my business blog?’
So to our first and perhaps most compelling benefit – blogs 1.improve your search ranking for free!
Google loves & rewards fresh, relevant & authoritative content. Blogs are easy to update and easy to search, as they are in the main written in well coded databases. Carefully considered blog content can improve your ranking further. It’s why we have keywords – people don’t search using corporate language, they use the same everyday phrases that are in blogs.
We all offer specialist knowledge & skills of one form or another – so do our clients – it’s how we differentiate. However 2.broadcasting knowledge to enough potential customers is often time consuming, expensive and has a high degree of waste. Blogs are in essence ‘polite’ pull or opt in forms of communication (verses for example push emails). The reader gets to ‘hear’ our expertise without overt selling and as such build trust and a positive reputation.
Presentation technique itself is a whole new blog post but the point I’m making is that within the corporate structure of a web site, it’s the knowledgeable comments that help customers get to know the 3.human side of your people. They see your values in action; cooperation, collaboration, nurturing, educating, trust, confidence & fun.
You display transparency & you take a differentiated position as thought leaders. Interestingly this last point also forces your own 4.learning as you take time to review and research a topic to post or when reading & reviewing a blog.
Above all a blog can proactively attract an increasingly 5.wide networked audience to that all important customer conversation.
This blog is set up so we can see almost 6.real time feedback on ideas and issues that strike a chord. I can also respond (offline if necessary) to new or existing problems before they get out of hand. And it’s the way that response is handled can be one of the most powerful indications of your values – it’s also not unknown for your supporters to come to your defence.
Blogs are reader friendly, user friendly and 7.cost effective - no webmaster required although a moderator is recommended. They foster partnerships, collaborations and joint ventures with others in your industry. As you attract other players in your marketplace to your blog, opportunities for collaboration and networking will develop naturally through the conversations taking place.
The very act of pulling together various opinions energizes you to investigate further and share more learning. I think of it as the ‘must be the last in the text loop’ syndrome but with useful content! The template designs make it easy to index these thoughts and therefore for search engines to track your ongoing knowledge, in turn making it easier for customers and prospects to find you.
So in my view blogs are good! Yes there are some issues with control, abuse etc but if approached sensibly, with the correct approvals & controls in place, a blog can be a very powerful communication tool.
Next we will suggest some proven strategy tips & ideas to include within your posts
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