By Sarah Weddle, Vice President
Blogs may be ubiquitous in today’s digital landscape, but blogging in its current form is quite different than it was when it was first introduced (and referred to as a “weblog”). So, it’s understandable that many people are still confused about the medium and unaware of how valuable of a marketing tool it can be. In fact, one of the top questions we receive from clients is, “What is a blog?”
We’ll start with the answer because it’s simple, really: A blog is an online publication.
That’s all there is to it – although how a blog is executed can vary widely. For example, it can be part of your website or it can be a standalone website. It can be personal (more like a diary) or it can be professional. But ultimately, it’s a place where you publish content that is of interest to your readers.
When it comes to business – B2B and B2C – blogging is a powerful tactic to attract leads. However, you should never start a blog with the intent of generating sales (that is the quickest way to fail). Rather, a blog should be a resource for your customers, providing them with information and positioning your place in the market.
Mistakes to Avoid
This type of content generation is not the right approach for every company – don’t let someone try to convince you otherwise. Ideally, blogging should be just one piece of your marketing strategy. So, determine how it supports the other tactics you have in place and go from there. Consider the following:
Honestly, there is no “right” way to blog. While your posts should be high quality and thoughtful, if you get too hung up on the details, you will be doing a disservice to your customers and your company. At the end of the day, consistency is what’s really important. If you blog with regular frequency and maintain a consistent voice, your blog is more likely to become a highlight of your site.
In terms of your posting schedule, quality is always better than quantity. If your posts are well-written and useful, you will attract a larger audience – and your SEO will improve, as will your leads. The best way to provide value for your readers is to write for them, not to serve the interests of your company. Consider the questions you receive most often and the pain points your customers experience and then address them in writing.
We also recommend that as you develop your blog, you keep a “Blogging Style Guide,” so that there is uniformity among all of your posts in terms of formatting, word choice, and tone.
The Real Value of Blogging
Not convinced? Here are just some of the reasons you should consider a blog for your company website:
Time to Get Started
You don’t have to go it alone when it comes to blogging. We can help you develop and execute a blogging strategy that will support your company’s goals and attract new leads. We can also work with your team to craft and publish blog posts that match the tone and brand that your company wants to portray.
If you’re interested in launching a blog or improving the strategy behind your existing blog, we can help. Contact us for an honest evaluation of what blogging can do for your company.