WHY DO BUSINESSES NEED TO WRITE A BLOG?
One of the common reasons is to be highly visible in Google Searches.
Most businesses will write blogs to assist in their search engine optimization (SEO).
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.
in a nutshell, Google will give preference to information that is most relevant and most current to the words that you have typed in. If you know the language that your customers, clients or community will type into a search engine, then this is the language you should use in your blog.
People who blog regularly, are using language that is relevant to a very specific topic and by doing it regularly, it will be viewed as the most up to date information by Google.
ESTABLISH AUTHORITY AND SHOW YOUR EXPERTISE
If you want to demonstrate your expertise in a certain subject, a blog is a simple way to drill down to the detail on a very specific issue. It shows the depth and width of your knowledge. Additionally, it educates your audience on the issue and can incite action. For business, this is particularly useful as the action may be to make contact with your business or buy your products or services.
BUILD RAPPORT AND CONNECT WITH YOUR COMMUNITY
For businesses, blogging is a way to build trust. The reader has an opportunity to get to know you before making contact, to test the waters and get a feel for what you do. Especially in the world of social media, you can direct people to a blog article you have written to demonstrate your ideas or opinions rather than entering into a verbose post that is likely to be off-putting to those you’re not wanting to engage with. This is also a great way to drive people to your website. As the saying goes, once you get them through the front door to look around, they are more likely to buy.
However, you don’t need to be a business to start a blog. There are many people who start blogs as an economical way of keeping a large community informed. For example, people often write travel blogs or experience blogs. Avid fans can choose to follow every blog you publish, others can opt in or out, but this is a very unobtrusive way to keep your community engaged and informed.
YOU DON’T HAVE TO BE A BUSINESS TO BLOG
As mentioned above, some people may just blog to share their views with the world. There is any number of sites that can help you get started with blogging without having to pay for websites, domain or website hosting.
For example, LinkedIn has a feature called “article”. This is essentially a basic blogging tool. This allows you to write articles on a particular subject. From a professional, career standpoint this is a smart way to demonstrate your professional knowledge in a certain area. If you are looking for a career change or need to connect with certain audiences outside of your work, this is a great way to engage an audience (as suggested above) without having to be in business for yourself or to start a complex blogging site.
BUILDING A PORTFOLIO
Once you start blogging, you may find that you are often writing around regular and common themes. Bloggers call these tags. Your community can search your blog site independently around tag words, however you can also use this to your advantage. Perhaps you a have a potential client or stakeholder you wish to impress with your expertise. You can send them a number of different blogs you have written as samples of “how to” or opinions to demonstrate your knowledge or style. Some people even collate them as a collection to create e-books.