Marie-Denise Villers, detail of Young Woman Blogging. Image credit: Mike Licht.
“To blog, or not to blog? That is the question,” is something Hamlet might have bellowed if he were alive today, before launching into a rant about the “slings and arrows” of Twitter.
The answer, of course is the former. Yes, it’s time to blog. Companies today need to strike up a conversation with their customers, and if you do it right, blogging is the best way to do it.
And just to pre-empt your excuse — it doesn’t matter what your company does. Some of you may say: “We manufacture drill bits, we’re too boring to blog.” I’ll rebuff you with a quote from Richard Feynman, Nobel Prize-winning physicist: “Explore the world. Nearly everything is really interesting if you go into it deeply enough.” So drill deep into your drill bits, my friend.
So why should you blog? Because it will help you…
1. Showcase Thought Leadership:
Blogging allows companies to share their expertise, thoughts and ideas in their respective industry. Each employee will have their own creative ideas for the blogs and involving multiple people will give your organisation its own voice. Hence why at Novus, the blog section is called “Our Voice”.
Crafting a collection of well-written blogs not only allows a company to showcase their intelligent commentary, but also helps you to stand out from competitors. To see how companies in your industry are getting competitive in the blogosphere, check out the below sites:
“Every time you post something online, you have a choice. You can either make it something that adds to the happiness levels in the world — or you can make it something that takes away.” — Zoe Sugg, blogger at Girl Online
2. Engage in Extended Conversations:
Blogs are the perfect platforms to provide an insider look for someone researching your company. The standard “About Us” page can provide insights about your company, sure. But blogs reflect in-depth ideas, practices and emotive stories that are far more likely to get people following your Twitter page, or enquiring about job openings (more on that below).
Social media channels like Twitter and Facebook are ideal for short-form messaging, but blogs allow companies to dive deep into topics they really care about. Many product related companies make use of their blogs as crowdsourced platforms to gain inputs from target audiences for a new product being developed.
3. Influence and Attract Customers:
According to Social Media Examiner research, blogs influence a consumer’s purchasing decisions. Providing consumers insights about your company would have an added reinforcement about your brand. Blogs are a cost effective extension for sales calls and marketing. The only thing blogging costs you is your time. “Our Voice” for Novus has been successful in not only generating leads but also increasing brand awareness and value.
“Don't procrastinate. If you want to blog, then blog.” ― Fritz Chery, blogger
4. Attract Future Employees:
Providing insights into the corporate structure via your blog — from your work culture to company news — will let your target employee know why working for you would be an amazing opportunity. So make sure your blog captures your unique voice and atmosphere, otherwise future hires may say, “I was told there would be cake and saucy banter, 24/7!”
“Blogging is a conversation, not a code.”— Mike Butcher, Co-founder of TechCrunch
5. Help Search Engines Hone in on You:
Lastly, a regularly updated blog is like secret sauce for SEO optimisation. HubSpot has reported that companies with active blogs receive 97 percent more traffic to their website. Ninety-seven!
By making use of appropriate keywords, sharing blogs on social media channels will help power more traffic to your website. Someone searching for a specific topic like “Why the Godfather is the greatest movie ever” may stumble upon your blog post penned months ago. Like a fine wine that gets more sublime as it ages, your content continues to work for the company even long after it has been published.
“There’s a lot of information out there for free, so you’ve got to figure out what makes your information different.”— Matt Wolfe, online entreprenur and blogger