There is no shortage of content in today’s digital age. That is why it is important to have a strong digital presence and a defined brand voice that stands out from the crowd. And there is no better way to do this than with a corporate blog.
Like personal blogs, business blogs also share new updates and varying perspectives on a range of subjects. However, business blogs usually focus more on the specific needs and interests of key stakeholders and are often more formal than a personal blog.
In order to run and maintain a successful blog, it helps to understand the value that a blog can bring to their business. In the first of our three-part series on this topic, we present four key benefits of having a business blog.
A corporate blog offers a flexible digital environment where your business can mould and define your corporate voice, which allows for strategic communications on a variety of topics. These can include company culture, important milestones, new service offerings, and perspectives on current events – the possibilities are endless!
As a centralized point for the latest updates and fresh content about a company, having a blog makes it easier for your business to cater to different audiences and stakeholders, even if each group has different needs.
Unlike many social media channels which have character limits and force you to conform your message to their platform, a company blog enables you to tell a fuller story and provide important context that other platforms cannot do.
A business blog is a useful tool for promoting your brand and attracting new consumers, and through the power of the internet, you can reach a community of like-minded people with your posts.
Your company can connect to your audience and discuss your products or services in a more personalized manner, helping your brand to increase engagement and develop a well-defined community. The rapport that comes from corporate blog posts can generate increased website traffic, awareness, and leads.
In fact, research shows that B2B companies that have a blog achieve 67% more monthly leads than those without a blog, and B2B marketers have rated blog posts as the most effective method of demand generation in the early stage (awareness and interest) of the buyer’s journey.
The effort put into writing a single blog post can drive returns for the long-term.
After a blog post is first published and viewed by people, it ends up ranking in search engines, which helps it continually get discovered by new readers who are browsing the internet for related content. This means each post has the ability to continue gaining new engagement, traffic, and leads long after its initial publication date.
Another benefit of having a business blog, especially one that is written and maintained in-house, is the ownership your company has over it. Your company can decide what stories and content to share and the manner in which to share them – and no one can tell you otherwise.
In addition, owned media can be a more cost-effective method of marketing your brand, as opposed to paid media such as advertisements. After your business develops a well-defined community and produces content that audiences find compelling, this can eventually lead to earned media, or word-of-mouth marketing, which can rapidly grow brand recognition and traffic.
Because of the ownership your company has over your corporate blog, you can also control the pace at which you publish new posts.
Of course, this is dependent on your company’s resources. For instance, you can begin publishing new blog posts gradually and then increase the frequency as you grow your business and expand your resources. Whatever you decide, just ensure it is a schedule that you can stick to consistently.
Starting a professional blog – or rebooting a blog that has been dormant – can be a large undertaking. But, once you overcome this challenge, the results will be well worth it.
Individuals do not turn to the internet for solutions from people who know less than they do about a problem they may have.
Business blog posts help you tell your brand’s story and voice your company’s perspectives, however they also allow your business to showcase its breadth and depth of experience.
The types of content that you publish will validate your company’s expertise and establish a sense of trust between your brand and your audience. The recognized authority that your brand gains from having a corporate blog can help you stand out and differentiate yourself against competitors in the market.
As a metric, authority might not be as concrete as traffic or leads. However, it can still significantly impact the success of your company online and offline.
According to HubSpot, authority and expertise can pave the way for sales-enablement opportunities, in which potential clients or consumers feel driven to purchase a product or service from your business.
Having a business blog will help your business to stand out from the crowd. Brands that have prioritized blogging are 13 times more likely to have a higher marketing ROI.
Be sure to read the next installment in this three-part series, where we will outline some of the challenges of corporate blogging.
In the meantime, if you have any questions about getting your professional blog started, getting one back on track, or any other content marketing inquiries, feel free to reach out to Sparx Publishing Group here.