“You should have a blog,” they say. 
“It will be great,” they say. 
“All the big, successful businesses have blogs.”

So you decide to start a blog.

Except, perhaps you’ve never really understood the value of a blog — or why you would need one.

If you’re in any doubt about the value a blog can add to your marketing efforts, read on and I’ll explain.

A blog, done properly, is a valuable tool for your organisation.

You won’t see any value from your blog if you don’t give it any value.

Writing the blog is an important job and a chance to engage with your target market. The responsibility for writing it should be given to someone who wants to do it, who understands your customers and is a brand ambassador for your business.

The blog is an extension of your brand. It should have a clear content strategy and communicate consistently, using your brand’s tone of voice. 

Your blog should feature original, high quality content, created specifically for you. 

The content should be meaningful and created because you have something to say — not just because you feel obliged to publish something.

If you decide blogging isn’t for you, that’s okay too. Just make sure you take down the blog you created. If you leave it out in cyberspace, with two lame articles you wrote in 2001, it could come back to haunt you.

Here are five reasons you should be blogging and how it can benefit your business.

1. Blogging helps you stay connected with your customers.

Blogging regularly keeps your brand on your customers’ radar.

Blog about things you know your customers will be interested in. 

You can use images, visuals and video to add interest and engage your customers’ attention.

There are several ways to make sure your blog posts reach your customers:

  • Encourage customers to sign up for email marketing
  • Include links to your latest blog posts in your email marketing/newsletters
  • Promote your new blog posts to your social media followers.

And, if you use smart, search-engine-optimised titles, your blog could be picking up visitors your website might not. So it’s a chance to reach out to potential new customers too.

2. Blogging positions you as an expert in your field.

Your blog is your chance to show the world how knowledgable and capable you are, so make the most of it.

Some of the posts you could create to demonstrate your mastery include:

  • Information and advice
  • How-to tutorials 
  • Style and inspiration guides
  • Answering a frequently asked question.

3. Blogging allows you to be current.

Instead of constantly updating your website content, you can use your blog to talk about things currently happening in your field.

Such posts may include:

  • Latest styles and trends
  • New technology and innovations
  • Changes to policy or legislation
  • Forthcoming events or events you have attended.

4. Blogging builds a valuable following.

Your blog is a valuable tool for engaging with your target audience.

And, rather than it being a one-way process, it’s interactive.

Every time you put something out there, your followers will be reading it, commenting and asking questions.

It’s a great opportunity to:

  • Test ideas for new products or services
  • Find out what your customers really want
  • Gain feedback and make improvements
  • See where your current communications could be improved.

For example, if a particular question is being asked frequently, you could make sure there is an answer on your website.

5. Blogging gets you noticed.

A new website can take 6 to 12 months to show up in the search results, so promoting it is vital.

But, if your social media posts are all just links to your website, you won’t get many followers or reach. 

Blogging helps to drive traffic to your website by offering something new and valuable — and a link to your website.

There are several ways this happens:

  • It gives you a reason to update your website, which gives the search engines a reason to crawl your website and index it, which helps your page rank
  • Each blog post adds another page of quality content to your website and another opportunity for your site to appear in the search results
  • Each blog post gives you something worthwhile and original to post on social media
  • When you promote your blog content on social media, your followers will see it and, if it’s good, they might share it too — which nets you a wider audience.

Now you understand the value, do you need some quality content?

I’m Jenny Lucas: an accomplished copywriter and content writer who specialises in writing search-engine-optimised blogs and web content.

I can help by writing content and providing ideas and inspiration.

For more information, please visit my website.

Or contact me about your blog project here.