Photo: Irina Slutsky
Not everyone likes to write equally. And yet you often hear people blogging. That your customers are waiting for it. That it's good for your company. And your position on Google. Therefore the critical question: when is blogging interesting for your company? 5 considerations before you start blogging:
You want more visitors to your site
By regularly blogging you do 2 things that Google loves: you place regular new content on your site, and it is valuable content. The (free) blogging software, such as WordPress, helps you optimize your content for Google. When your content is interesting for your visitors, you get faster incoming links from other sites and social media. And because you eventually put a lot of content on your site, with a lot of keywords, that produces more results in the search engines.
You have time
Writing takes time. Writing a good piece takes even more time. Now you don't have to write 3 blog posts daily: it's about your readers knowing what to expect. That way you can write a post every week or even every month: as long as it is with regularity is. For example, a look at your market. Blogging takes time, but it also saves time: it delivers content for your newsletter and social media, it supports or even replaces your efforts to be found in Google, and it helps with getting customers.
Knowledge is important in your market
And that is why you see blogging ahead in the business market: many consumer products require little knowledge. If knowledge is an important part of your product, then it is also part of the sales process. Help your customers (and therefore yourself) by putting as much information as possible online. Your customers will find you automatically via Google, and in your blogs they will find an expert who shares knowledge and can help them with the desired product. When knowledge is important in your market, and you share that knowledge, that delivers to you brand awareness on. And a bonus: by blogging you will think more sharply about your product and your market, and you will gain targeted knowledge.
You want customer interaction
A page about your product does not invite you to respond immediately, if that possibility already exists on the same page. With a blog, interaction is common. A blog is about a specific topic: there is a high context. As a result, readers are much more interested in your topic and are more likely to respond. Especially if your blog is not a commercial story, but rather valuable knowledge. You show a face and make your voice heard (branding). This way you are approachable, because your readers have a clear image with you. This is how you build a relationship.
You want more sales
Valuable content makes your company valuable to your customers. Think about it: when you read something that you find really interesting, you feel more connected to that subject, the writer, and therefore also the website where you get that content. That binding translates into more sales by extending the interest to action. With blogging you show what knowledge you have. You tell what you can do for your customers. And you do that in a way that people can approach you easily. More sales with blogging takes some time.
If you mainly have a shortage of time, but not website visitors or customers, then blogging in the short term is only extra work. In the longer term, blogging can help your company take an expert position in your market. Don't have time but do you see the point of blogging? Then consider getting it outsource business blogging.