Drew Reichard, contributor
I got started in social media quite by accident. Back in 2009 I was doing some marketing research on the internet and stumbled upon Chris Brogan’s blog. At that time he was primarily writing about how to “humanize” your social media and develop an authentic voice by reaching out to form relationship and build your network. He was, and still is, a big proponent of the community-building potential of blogging.
The prevalence of the buzzword “content marketing” confirms that Chris’ message still resonates with audiences today. There’s few who would challenge the notion that keeping a regular blog is an important component of any company’s marketing efforts. Yet, as I peruse websites on the internet, there seem to be few organizations that truly capitalize on this opportunity. Depending on the services involved, clients want to learn from a company or association who is an established authority on a topic. Below are 5 compelling reasons why your company should blog:
Zero Moment of Truth (ZMOT)
In 2011, Google introduced the concept of the ZMOT. This refers to the revolutionary way that the internet has influenced online decision-making. Today, the internet is the first place clients go to learn about and make decisions about brands. Clients not only want information about your goods and services. They want to learn about your company.
Keeping an informational blog is proof that you know what you’re talking about. By posting well-written, thoughtful content, you position yourself as an expert in your field. As you position yourself as a knowledgeable professional in your industry, you start to build brand trust.
Social Media Fodder
If you were also wondering whether your company should participate in social media, the answer is yes…especially if you have a blog. This is where your blog generates shares, likes, conversation, and traffic. People who see the link to your blog on Twitter, might click on it and find themselves absorbing your information. If they like what they see, they’ll return.
To put it simply, web browsers like Google and Bing take your website more seriously when they see that you’re actively creating regular and original content. Many companies don’t take advantage of blogging, which places you in a position above your competitors. “Where you rank in search engines matter,” says this article from Social Media Today. “One of the most effective ways to increase your search engine rankings is to add unique, high quality content on a regular basis—to blog.”
Repurpose Your Content
Many organizations and businesses have more information then they know what to do with. This is a great opportunity to present that information with a different focus and/or a more targeted audience. It’s also a great way to highlight information that bears emphasizing or repeating.
A Perfect Example of the Potential
In a recent Huffington Post article, the author talks about Mod Girl Marketing. They are a marketing company that has gained a significant amount of website traffic from posting blog content consistently on multiple sites. Mandy McEwan, founder and CEO makes that claim that “a whopping 70 percent of their current and previous client base from one single blog post.”
No Magic Bullet
Although there’s no magic bullet to increasing sales with regular blog content, but there is loads of opportunity. A company’s blog is often the catalyst of a full and well-rounded marketing strategy. Your blog is the home of your content—the place where you share the information you know best and have it shared by others. You don’t want to miss this huge opportunity to increase your company’s visibility and digital reach, which translates to increasing your potential client base and your bottom line.
If you have more questions about blogging or a content-driven marketing strategy in general, feel free to contact us, and we’d love to share more information with you.