Whether you are Southwest Airlines maintaining one blog as a powerful, centralized hub for customer interactions, or Zappos.com managing 13 different blogs for the purposes of reaching different types of niche audiences, the number of reasons for having a blog tend to outweigh the reasons for not. Below is a short video featuring Entrepreneur magazine columnist, author, and ghost blogger Mikal Belicove where he discusses five reasons why your company should have a blog:
As Belicove mentions in the video, the reasons for having a blog tend to add up once the power of hosting a blog is truly understood. Whether a blog be used as a platform to display a company’s unique personality, to report news, lower the cost of public relations, position your employees as experts, or garner customer intelligence, at its core a blog is simply nothing more than a multifaceted and dynamic tool for helping a company to personalize its business and engage with the individuals who support it.
In 2010, Lee Odden of Top Rank Marketing conducted a survey regarding the effect of business blogging on search engine optimization. Participants included 326 total respondents, 28% of which were from an internal corporate department, 42% from an agency, and 30% were either independent consultants or small business CEOs. Of the top reasons listed for not having a blog:
- 67.2% cited resource issues as the most common objection to implementing a blog
- 42% mentioned content sourcing issues
- 35% didn’t see the benefit of blogging
- 19.3% had a regulated industry or legal issues that got in the way
Of course there are valid reasons for not implementing a blog, the very cost of your reputation being one of them, but when leveraged properly the return on investment can be simply astronomical. Here are a few key points to keep in mind if just getting started:
- Set Goals: Too often companies begin blog projects without having a clear strategy or understanding the objectives for having a blog in the first place.
- Source Content: Finding original content on a consistent basis can be difficult without a plan for uncovering it on a regularly.
- Stay Relevant: Failing to post content regularly and frequently will impact the effect your efforts are having on search engine optimization.
- Integrate Social Media Platforms: Your posts are not going to promote themselves. Get the word out by leveraging your company’s social media accounts.
- Engage: Once your blog is up and running, take the time and dedicate the resources necessary to interact with your customers for the sake of building relationships and uncovering insight.
If your business is currently maintaining a blog, please share how you have found it to be advantageous in the comment section below! Alternatively, if your business is not hosting a blog, please feel free to share some of the reasons why.