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The Business Case for Business Blogging

Thinking about starting a business blog? If so, this article is for you – but first, let's set the record straight:

Yes, the internet is full of personal blogs, with mums sharing recipes and teenagers ranting about their lives, but it’s important not to confuse these personal blogs with a business blog – with the later focused on content that is specifically tailored towards your current and potential customers.

Business blogging is serious stuff, and if done well, can become a core part of your digital marketing effort (and here's why...)

7 reasons to start your business blog:

1. To bring people to your website
Let's face it. Google's job is to provide those searching with the most relevant results, and to achieve this, it's continually searching the net for new, subject-specific content – and blog articles fit this profile nicely.
Other than the search engine benefits of blogging, each blog article you publish provides an opportunity for other websites to link to you, or share your content via social media (provided it's good content).

2. To demonstrate your expertise
A blog is the perfect vehicle for sharing your expertise and showing your prospects what you know. This helps creates credibility and fosters trust in your potential customer before they've even introduced themselves to you.
These days, many consumers make buying decisions before they interact with a business. And as a point of ‘first contact’, your blog can get potential customers interested before they've even meet one of your salespeople.

3. To keep your website current
If visitors come to your website and see that you posted an article last week, it demonstrates that the lights are on. They know they can trust the content on your website because someone is clearly ‘watching the store’.

4. To provide content for other channels
Every new blog article you publish provides material that can be fed into your other marketing channels. With a great blog, your social media and direct marketing manager are never going to be short of useable content.

5. To play the long game
Unlike many other forms of advertising (like radio or television), a blog article doesn’t disappear moments after it debuts. A well-written blog post is a 24-hour salesperson that continues to work, long after you’ve forgotten about the effort you expended writing it in the first place.

6. To measure your marketing effort
There’s no mystery about how many eyes you’re reaching or which blog article topics are creating the most interest. Not only can you see the raw numbers, but you can also receive direct feedback from your readers if you choose to allow comments on your blog articles.

7. To give away the farm
Depending on your business, why not blog about subjects that you already document internally? Going ‘public’ with information that’s being shared within your team is a good way to give people a snapshot of the kind of business you’re running, and can help build trust with potential customers.
It’s also a great way to get maximum value out of existing material, though obviously you’re going to want to keep any commercially sensitive information strictly in-house.

The hallmarks of a great business blog:

  • Provides valuable, customer-driven information
  • Focuses on helping (rather than selling)
  • Provides a logical next step for the reade

This guest article written by Dan Necklen from Likeable. Talk to Dan about having your business blog written and managed on your behalf.