What a Company Blog Can Do for Your Business

To the busy small business owner, blogging can seem like a time-consuming and pointless task. With the amount of content available online, it can be difficult for many small business owners to understand why a blog is truly important to the success of their business.

Those who choose not to blog miss out on some serious benefits. As one of the best tools a company can use to attract new leads, blogging is both cost-efficient and effective.

But why exactly should every company have a blog? Let’s take a look at a few of the biggest benefits for businesses.

1. Improves Trust With the Customer

When you’re trying to connect with customers online, you need to go above and beyond to establish trust. Because they don’t know you from a scam service selling similar products, they need to be able to tell you’re legitimate and you know what you’re doing. If your website is bare and you don’t hold any authority, this can be difficult.

Hubspot is one of the best examples of a company that established themselves as an industry leader through their blogging. Through creating content that was relevant and interesting for potential clients, Hubspot generated trust and attracted new customers.

Being a leader in their industry has made them a go-to resource for anyone looking for inbound information, so customers know they’re getting the best of the best when they work with Hubspot.

2. Provides In-Depth Product and Service Descriptions

When you offer multiple products or services, you want to be sure your potential customers understand all the ins and outs of what you can provide. While you should have specific pages dedicated to your products or services, you want to keep them detailed and straight to the point.

Adding too many details about them on their unique pages can make it cluttered and difficult for customers to follow.

A blog provides you with another opportunity to describe some of the benefits you offer. Titan Alarm does a great job of doing this, by offering blog posts about how to use their products or services in a real-world setting. They also offer two blogs, one for residential customers and one for commercial customers, so both get exactly what they’re looking for.

3. Gives Content to Share on Social

Our social media platforms are a great way to attract new customers to our website. But, if you’re not sharing interesting and relevant content, you’re not going to be able to bring in any new traffic. Without a blog, you’re very limited to what content you can share on social to push friends and followers to your page.

Blogging allows you to create new content that you can share on social media. If you check out Trello’s Twitter, you can see they constantly share relevant and interesting information for their audience. This can improve their chances of increasing website traffic while giving their followers content to engage with.

4. Allows Companies to Establish a Voice

Establishing a strong voice is an important part of developing your brand. If you don’t have a distinct voice, it can be difficult for members of your target audience to develop a strong connection with you. But when you’re able to establish a voice they can connect with and feel strongly about, you create life-long customers.

Blogging presents you with an opportunity to create content with a true brand voice. If you take a look at Innocent Drink’s blog, you’ll see they keep up with the delightfully witty voice they’ve established for their brand.

Through maintaining this same tone throughout their blog posts, it solidifies the idea that this is who they are — improving consistency and creating a connection with their reader.

5. Generates Free PR

Before the days of blogging, you needed to generate a press release to spread the word about what your company was up to. While press releases are still used today, more companies are passing by the traditional press release and going straight to their blog to share similar content.

When this information is hosted on the company website, you don’t need to worry about information being incorrect or the link expiring. You’re in total control.

A press release in a blog post looks a bit different than a traditional press release, but it serves the same purpose. For example, Target frequently blogs about the latest updates with their team members or their security measures.

By addressing the things the company is up to or the advancements they’re making, Target can inform both reporters and the public about this information at the same time. Reporters and journalists can pick up on the story if they’d like.

6. Helps Share the Company Story

Every company has a story behind it. No matter the size of the dream that brought the company to life, customers want to hear about it. While an About Us page is a terrific way to start, it often doesn’t dive into the lessons learned and day-to-day life of the company. By blogging, a company can breathe life into their business and show that it is more than just a website.

Yeti does this by telling stories about the company and the customers who purchase their coolers. Throughout their blog, they share different examples of how real people are using their Yeti purchases. By reading through a few of these stories, potential customers begin to develop a sense of community. The blog shows that it isn’t just a product.

While it’s true blogging takes time, it is well worth it in the end. As a way to continuously attract new website visitors and build a relationship with them, blogging can help any company improve their business.

A blog should be unique to each business and the audience they serve. Through creating content that the company’s target audience wants to connect with, they can see sustainable growth through their blog. Your blog gives you the power to talk directly with your consumers, personalize your brand and garner trust — that’s a lot of power for a few words on a screen.

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