Creating and continually updating a company blog is key to developing an online presence for your brand. Blogging can have a significant effect on how people find your website, how often they come back and how they view your business. Furthermore, blogging can help you develop your business and overall marketing strategy. Take a look at the top five reasons why blogging is so critical:
SEO – One of the best ways to improve your website’s search engine optimization is by continually adding fresh, relevant content. The easiest way to do this? Add blog posts rich with keywords that are relevant to your target audience. The more you blog, the more your SEO will improve.
Breaking News – Are you offering a fabulous new service? Maybe you need to respond to complaints about a product defect. Your blog is an easy way to get valuable information out to your customers immediately. After a video of a FedEx courier carelessly tossing around a package went viral, FedEx was able to immediately respond (and apologize) on the company blog. The apology displayed transparency and prevented the traditional delay of waiting for media channels to share the information.
Keep Them Coming Back – Let's face it. No matter how incredible your products are or well-written your home-page copy is, people have little reason to visit your website on a regular basis. Blogs give people a reason to check back regularly. American Express's Open Forum blog proves that even a credit card company can keep people coming back to its website daily (and not just to obsess over their bill).
Become an Authority – Blogging not only allows you to position yourself as an authority in your space, it forces you to stay up to date on the trends and best practices that relate to your business. Doing research for and writing blog posts is a great opportunity to ensure you truly understand the intricacies of your business. Blog posts also give you a wealth of original content to share via social media and other marketing channels. Mint not only provides a service that gives the public an easy way to manage their finances, the wildly popular blog giving financial advice proves that Mint truly is an authority in the space.
Test New Ideas – Want to make a change but aren't sure how people will respond? Ask customers for feedback on your blog. Southwest Airlines CEO Gary Kelly nixed changing over to assigned seating after an uproar of comments at the mention of the idea on the Nuts About Southwest blog.