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Should Your Company Blog? Here’s Why…

Blog | Blogging For Business | Why Blog | Posted on August 26, 2016 by Chris Spinner

The average number of people who read blogs in 2008 was just under 50%. This number jumped another 10 percent by 2013 and the number of people blogging has also increased 5 percent in those same years. These levels are set to double over the next few years, so a better question is why are you not blogging already?

Google loves new content, and blogs are easy and fresh ways of publishing that content. A blog can be created in the time it took you to have a boring meeting about your company’s parking polices (which no one really cares about) or the 20 minutes you spent talking about the stock market with your water cooler buddy (which neither one of you really knows anything about). Google bots or spiders rank active websites higher than static websites. Meaning, websites that are creating new content, by default, are making the site active since people who read the blogs will also comment. Those comments create interaction between the company and the buyer.

By engaging your buyers, you are learning more about them; what they like, dislike and love. Addressing your readers by their first name creates another level of connection. One of the best pieces of advice I ever heard was– “If you really want something from someone, you need to make a personal connection.” Starting at this basic level and acknowledging the persons name immediately sets the tone for the ensuing conversation. Blogging opens the door and invites customers, buyers, leads and passer-bys to comment and engage in the conversation.

Making time for blogging has more benefits than just interaction. Blogs will help in situations of hardships for a company. For instance, lets say your company had to discontinue a service but certain buyers accustom to using this item have developed an attachment and didn’t know you had discontinued this service. Discontinuing that item can cause a series of repercussions and you need to address those sooner rather than later. Having a blog will enable those buyers to find their answers quickly because we all know if they are not calling your company directly they are searching for your organically on Google. Hopefully if you have done some keyword integration with your blog, those search results will lead them to your blog and their answer.

Your blog is not just a self-promoting mechanism; it has now become a customer outreach program that your customers will appreciate. Consumers will always do one of two things; either make up their own reasons for why your company disappointed them, or listen to the answers provided by your company. The latter will eliminate those gossiping and brand hurting conversations by creating an open forum for discussion.

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August 26, 2016

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