Benefits of Blogging
Q: I hear a ton about corporate blogging, but I still am unsure of the benefits it brings to the corporation. Why spend the money and the time on blogging?
A: Each company may have their own reasons for implementing a blog, but we believe that most should definitely invest the time (can be a lot) and the money (minimal) in business blogging. Here are five different reasons why a business may consider blogging:
- Build company reputation by demonstrating your expertise on the chosen topic.
- Boost traffic to your website
- Obtain new sales or, more commonly, new leads
- Boost search-engine rankings
- Allow for the sharing of information with customers, plus a blog facilitates customer feedback
In our experience, points 1 and 5 above are critical. #1 applies especially to smaller firms that compete with giant companies. As a small firm, if you take the time to build a community on the Net and demonstrate your knowledge of your industry through frequent blog posts, you will have established a degree of trust with your prospective customers that may equal (or be greater than) the trust inspired by a giant firm.
And, point #5 is key to any huge company, especially one that is a household name. If you can start a conversation with your customers, you’ll be that much closer to them. You’ll start to get a handle on their likes and dislikes about your products (and your competitors’ products). Of course, you must be prepared to hear things that you may not want to hear…We urge you, however to be open to all comments, negative and positive, because really listening to the negative can bring about needed change.
A good example of a corporate blog is Nuts about Southwest. They’re not afraid to address issues and they listen to their customers. And, that’s what blogging is all about.
Plus, it’s a ton of fun!