Why Blogging Is so Important to Your Business

keyboard-coffee-writing

It seems like everyone has a blog nowadays. Millions and millions of people are also connected to the various social media channels. There are those who feel that it has to be one or the other. They are both critical.

It doesn’t have to be one or the other. Blogging and social media can exist in harmony and work very effectively for business together. More and more social networking companies are realizing how important blogging is to business. In fact, it is more important than ever. If a social networking company brings blogging into their business, they can either rebrand themselves as a content-driven company, or add to their existing branding to include the content side. You have heard that content is king a million times and it really is true! Content is definitely an extraordinarily important part of every business.

The giant edge that blogging has over other types of online communication is that the content is always fresh. Nothing is ever allowed to stagnate. Blogging is not only about the written word either. It can encompass videos, photos, etc. It has tremendously wide appeal to numerous people. Another great product of blogging is that people love to share what they read with other people. The more they like it, the more they share it. Another way in which people love to share blog content is on Twitter. It is certainly not a deterrent that Twitter has a 140-maximum character limit. People take short concepts from the blogs that they find interesting and valuable and they retweet those concepts. Twitter is a very potent tool when it comes to content (and blogs specifically).

Blogging has taken on an even stronger momentum

In business today, blogging is more essential to success than it has ever been. Social media has a great deal to do with that. As social networking continues to become even more and more popular, people need to get the content from somewhere and blogs are an excellent resource for that. There is so much content available that there is enough of relevance to satisfy everyone. Another great benefit that blogging brings to businesses is that the content increases (or strengthens) search engine optimization (SEO). The reason that blogging produces such a result is that the search engines don’t differentiate between content that is business oriented and content that is of a personal nature. On the other hand, that is not the case with article directories. Because blog sites are part of social media channels, they can be included in your social media marketing strategy. From a practical perspective, you need your blog to bring in a solid return on investment (ROI). You need it to meet your business’s goals and objectives. Blogging also gives your business positive exposure, increases your visibility, and allows you to build solid relationships with other people.

Blogging on a personal level

When you blog, you are able to do so on a personal level. Your interactions with your online connections are personal. You can use your business blog to keep people informed about your new offerings and what is going on in your business (changes in personnel, new product features, etc). Another sensible use of your blog is to list promotions, which is a type of incentive for your readers. They love being the first to learn new things. The more you give them, the more they will want. Your blog also allows your customers to give you instant feedback about your offerings.

Conclusion

Blogging is critical for your business. The more valuable information you share with others, the stronger your position will be in your online communities. You will constantly be building your reputation, establishing yourself as a subject matter expert, and building solid credibility for you and your business. Blogging and social media are both stronger than ever. Together, they are an immovable force.

We are pleased to provide you with the insightful comments contained herein. For a free assessment of your online presence, let's have coffee.

Let's Have Coffee

Author

  • Carolyn Cohn

    Carolyn Cohn is the Co-Founder & Chief Creative Services of CompuKol Communications. Carolyn manages CompuKol’s creative and editorial department, which consists of writers and editors. Her weekly blogs are syndicated globally. She has decades of editorial experience in online editing, and editing books, journal articles, abstracts, and promotional and educational materials. Carolyn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

    View all posts

23 Responses

  1. Christine Parizo says:

     

    Via LinkedIn Groups

    Group: Marketing Communication
    Discussion: Why Blogging Is so Important to Your Business

    Blogging and social media have to be integrated and a natural extension of your business's brand. One of the things to be aware of, in both blogging and social media, is that the messages should be short and to the point. Obviously you get more room in a blog, but even those messages should be short, around 250-500 words. I used to be a web journalist, and now I do a lot of "ghost blogging." I've learned that the average online attention span doesn't hold much more than 500 words.
    Posted by Christine Parizo

  2. Michael Pochan says:

     

    Via LinkedIn Groups

    Group: CXO Community
    Discussion: Why Blogging Is so Important to Your Business

    Agree in general. It is about communicating more EFFECTIVELY to your prospects / customers / employees, not necessailry MORE. They should tell you which works best for them. I am three months in to an experiment with all methods and their +/- 's and effectiveness.

    Some factors to consider:

    1. amount / length
    2. actual content usefulness ( brief can still be powerful )
    3. half-life i.e. how long is it relevent and useful
    4. urgency
    5. priority
    6. appropriateness
    7. distraction index e.g. don't send non-useful info in middle of key sales presentation
    8. timing desired: instant, soon, later, whenever, archival
    9. time / effort to prepare info

    consider the "universe of communication" :

    paper letter, newsletter
    posted on wwwsite
    email newsletter
    blog
    email
    FaceBook, LinkedIn
    Tweet, texting
    phone call
    in person

    Now take all that and figure out the best solution for all stakeholders.

    Good luck.
    Posted by Michael Pochan

  3. arundhathi pv says:

     

    Via LinkedIn Groups

    Group: Publishing and editing professionals
    Discussion: Why Blogging Is so Important to Your Business

    Blogging offers many advantages. Firstly, you can get a good practice in writing about niche blogs. Secondly, you can create your own ideas, topics, titles and design articles. Thirdly, when you have visitors on your blog and begin to appreciate your articles, it leads to growth in your business. I mean, blogging offers constant benefits in terms of business and also gives a good shape to your career. I regularly publish articles on my blogs and I have blogs on green products, resumes, letters and jewelry. But creating a good content is really a very big job. This must be done with good care.
    Posted by arundhathi pv

  4. Sharon Vander Meer says:

     

    Via LinkedIn Groups

    Group: AssociationofWriters.com
    Discussion: Why Blogging Is so Important to Your Business

    You have to get your name out there. Social media is one way to do that.
    Posted by Sharon Vander Meer

  5. Richard Brezner says:

     

    Via LinkedIn Groups

    Group: Non-Fiction Writers
    Discussion: Why Blogging Is so Important to Your Business

    How does one start a blog, and more importantly, how does one direct people to it.
    Posted by Richard Brezner

  6. Don Caldwell says:

     

    Via LinkedIn Groups

    Group: Consultants Network | Online & Social Media
    Discussion: Why Blogging Is so Important to Your Business

    What are you trying to accomplish in your blog? What is the most effective way for your intended audience to reach your blog at all and with the desired frequency. If you desire to attract partners for a convenience store consulting business or distributors for a MLM business what approach would you use.
    Thanks
    Don C
    Posted by Don Caldwell

  7. em hikins says:

     

    Via LinkedIn Groups

    Group: Writers World
    Discussion: Why Blogging Is so Important to Your Business

    highly informative article you got there Carolyn. good subject excellent delivery
    Posted by em hikins

  8. Valarie Rocha says:

    I am new to the blogging platform and find that it is an excellent way to express ideas and creativity. As I fine tune my skill as a writer I find that getting traffic to the site is an ongoing process. I appreciate the info it allows me to see that I am on the right track. Thanks Carolyn

  9. Valarie Rocha says:

     

    Via LinkedIn Groups

    Group: Writers World
    Discussion: Leading Social Media Tips for Business

    Carolyn this ariticle is exactly what I needed. However I find that my biggest challenge is trying to incorporate all these steps because I am not a tech saavy person. Suggestions?
    Posted by Valarie Rocha

  10. Marco Giunta says:

     

    LinkedIn Groups

    Group: Consultants Network | North America
    Discussion: Why Blogging Is so Important to Your Business

    I agree with you on the importance of blogging. In addition, the other critical piece is being sure that the content that you are putting forth is relevant, current, and gives the audience what they want, while encouraging a two-way conversation. And, those writing the blogs should be sure that they censor themselves accordingly and appropriately, always having the brand and it's reputation in mind.
    Posted by Marco Giunta

  11. Guy Hoogewerf says:

     

    Via LinkedIn Groups

    Group: Consultants Network | Online & Social Media
    Discussion: Why Blogging Is so Important to Your Business

    Does this mean the Press Release is Dead? I am a web designer and have long advocated blogging, so I like your question – but close to 80% of company websites I build still insist on a 'Press Release' section and almost all use it as their 'news'.

    Does blogging eliminate the need for Press Releases, or at least reduce the press release page to it's original purpose, that being to provide special information for journalists.
    Posted by Guy Hoogewerf

    • Michael Cohn says:

      Hi Guy,

      Blogging does not kill PR or Marketing or Advertising. It is just another way to do marketing using social media, perhaps at a lower cost. So the marketing departments now can take some of the marketing budget and redirect it to social media marketing.

  12. Gina Abudi says:

     

    Via LinkedIn Groups

    Group: Consultants Network | North America
    Discussion: Why Blogging Is so Important to Your Business

    To add to Marco's great points – blogging is essential to building a business. But if you are going to do it, do it well. Which means once you start blogging, keep it up. I started by having about 10 posts ready to go – a combination of articles and case studies. And, as Marco notes – encourage a two-way conversation – which means you must be responsive to those who comment/interact on your blog.

    Best,
    Gina

    Posted by Gina Abudi

  13. Mark Mendelson says:

     

    Via LinkedIn Groups

    Group: Business Writers of America
    Discussion: Why Blogging Is so Important to Your Business

    Good blog, Carolyn. You present a good case, and in a clear logical manner.
    Posted by Mark Mendelson

  14. Carrie Schmeck says:

     

    Via LinkedIn Groups

    Group: Business Writers of America
    Discussion: Why Blogging Is so Important to Your Business

    I agree with the fact that blogs add critical value to business. However, my greatest warning to business owners (or blog writers) is that, if you aren't positive you can write compelling and persuasive content–and do it well–then, back away from the keyboard. Let a professional writer convey what you have worked so hard to produce.
    Posted by Carrie Schmeck

  15. Dave Egan says:

     

    Via LinkedIn Groups

    Group: Business Writers of America
    Discussion: Why Blogging Is so Important to Your Business

    Carolyn,

    There's no denying that blogging is here to stay, and that it has a number of benefits for those who do it–well. And that's the caveat: it needs to be done well, if it's to be effective as a business building tool. Sadly, the vast majority of bloggers DON'T do it well.

    Blogs are a powerful tool for sharing knowledge and building credibility. But so many bloggers don't have the skills to communicate well, much less effectively. Bloggers lose credibility with incorrect grammar, poor spelling ability and other mistakes. These all undermine the credibility of the "source."

    The fact that I'm a professional writer might make it seem like I bring up these issues as my own business-building strategy! But I'm with Carrie on this:

    Business owners have worked so hard to build successful enterprises, so they shouldn't take a chance on undermining all that effort by putting poorly written content out there in the blogosphere. It also seems like a false economy. You'd hire a professional to fix a problem with a light switch in your office (rather than tackling it yourself), but you'd risk tanking your business's reputation by publishing a do-it-yourself blog filled with problematic spelling and grammar.

    This is my plea to would-be bloggers:

    Hire the help you need to present your business in the best possible light, and that includes hiring a professional writer to give your blog the "edge" and "polish" it needs to help your business become more successful.
    Posted by Dave Egan

  16. Ann Giblin says:

     

    Via LinkedIn Groups

    Group: Business Writers of America
    Discussion: Why Blogging Is so Important to Your Business

    All great comments – I'd like to add another benefit to hiring experienced marketing communications writers: it allows for the design, content production and measurement of a marketing strategy for their blogs. A client thought this was value-added when it is simply what we do.
    Posted by Ann Giblin

  17. Eyal Ariav says:

     

    Via LinkedIn Groups

    Group: Business Writers of America
    Discussion: Why Blogging Is so Important to Your Business

    A lot of companies lay off good business writers as the first to go when business is down. They fail to understand that it is often the writing that brings in business through the front door in the first place.
    Posted by Eyal Ariav

  18. Tarek Alaaddin says:

    Great post about the importance of blogs..
    Also..As blog get important for business, i think even in a personal level, it is very important. Think about it,,, if you are a recruiter looking to hire someone, the decision will be much easier about a candidate with a blog, who you can read more about, and check his/her expertise, compared to something who claims certain expertise on a resume..
    In a tough economy like this everyone should blog and should promote your brand.
    My goal is to help 2000 new bloggers by the end 2012, to establish a blog, and to blog regularly..
    So I created Beginner blogging bootcamp course to get you started..

  19. Online Chemists UK says:

    You have suggested here an excellent collection of ideas. We can get more positive results if we integrate our blog with social media sites like twitter, digg and facebook. Because it is a direct internet marketing and in this modern age of internet social media is playing a main role in promoting business and products.

  20. Jitendra Vaswani says:

    What’s the greatest thing about blogs? I’d have to say blog comments. Leaving comments on other people’s blogs is what makes blogging so special. It’s a great way to get to know other bloggers, readers and best of all, it’s fun!