After studying Effective Communications Tools and reading David Meerman Scott's book, The New Rules of PR & Marketing, I'm convinced about the importance of business blogging as part of a communications strategy. Or simply, as part of your business practice. It doesn't have to be complex.
That being said, I can't possibly cover all of the reasons why blogging is good for business and why it's as, if not more, important than purchasing ads or getting earned media.
So, let's start with a few basic reasons.
WHY BLOG for YOUR BUSINESS?
It surprises me that many businesses and organizations don't make the time to blog or don't understand the importance of business blogging. To some readers, this might sound like old, stale news.
Yet, I hear it so often. "Who reads blogs anyway?" "Why waste that money?" "What's the purpose?"
Your blog could be one of your greatest assets. Consider this: Your blog doesn't have a shelf life like an ad. Everything your ad says and much more is online for as long as you choose. Wow! Doesn't that make you re-think your marketing budget?
Where do people look for information these days? Hint: It's not an encyclopedia. They go to the Internet.
Give your audience the information they're looking for to help them make a decision or to solve a problem. If you can provide the answers and help them, you're developing trust, rapport, and loyalty with each potential buyer or member.
The comment section of your blog is invaluable. By reading the comments, you can get information about your audience: What questions are your audiences asking? Where are their gaps in understanding? Create a 2-way dialogue instead of a 1-way stream of information.
Rather than interrupt* your audiences with loud, bright, and annoying ads or content, which is likely to repulse them, use a blog to answer their questions and address their needs.
*The interrupter technique is a popular method of getting your eyes and ears on company ads. And it's tiresome. I'm done with it! Aren't you? If so, your potential buyers and members probably are, too!
In the end, your blog isn't about you. It's about your audience and what it needs. Are you meeting those needs? Do you even know what they need?
Not convinced to start business blogging? Check out David Meerman Scott's website. He offers an incredible amount of information for FREE!
Meet the Editor
I'm Coreen, and I am a copy editor, writer, instructor, digital marketer, and student of PR and Communications for organizations doing positive work in the world.