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Blogging has never been so popular, particularly among the online marketing community. But why should you take it up? Here are 25 good reasons…

Blogging is good for your organic SEO

The main benefit of a blog in terms of search engine optimisation (SEO) is that it builds backlinks to your pages. If your content is good then people will discuss and share it, creating links to your pages on their websites, their own blogs and through social platforms like Twitter.

It builds corporate authority

 A business with a popular blog will seem more informed and articulate than one without, enhancing its reputation as an authoritative organisation.

Writing enhances your personal profile

Not only does a blog build your company’s reputation, it showcases the talents of the staff members who contribute. This allows them to develop their own online profiles, which helps both the company and the individuals’ reputations grow.

Blogging lets you extend beyond Twitter  

I have heard people suggest that their corporate presence on Twitter means they don’t need a blog – they are networking and marketing without one. But a blog allows you to continue those Twitter conversations in more depth, and to justify your tweeted opinions. The two platforms work very well together.

Blogging encourages you to remain on top of industry developments

If you’re a regular blogger then you’re always looking for new ideas and potential posts. That gives you an extra motivation to read new pieces of research, attend conferences and events, debate with your peers and read other blogs. 

That prevents you from becoming complaisant and keeps on you on top of our rapidly changing industry.

You store and chronicle useful information

When you’re absorbing so much information, it can be hard to remember which piece of research you read about a particular subject or whose blog post you would recommend. But if you’ve blogged your reactions to these then you have filed away your reactions, thoughts and links – allowing you to find them again in the future.

You’re more likely to be approached by the press  

If you’re regularly putting out informed opinion on events within your industry, then you make it more likely that you’ll be approached by the press if your specialism ends up in the news. Once you have a successful blog, you can even approach specialist publications and offer articles, further enhancing your corporate reputation.

It enables conversations with customers

Your readers and customers can comment on blogs, allowing you to enter into conversations with them. Positive conversations and interactions like this build consumer loyalty.

Blogging helps you network

Both businesses and individual staff members can use a corporate blog to build connections with relevant and useful people. If influential people read your blog, share it and discuss it with you, then you can network with bigger fish than before.

It encourages regular traffic

Add regular useful content to your website and people wanting useful content will visit regularly. Boosting the number of engaged, interested visitors to your website can help increase your chances of a sale.

Your competitors will be doing it

So many companies now have active blogs that those that don’t risk looking behind the times. If your competitors are benefiting from a blog then you could be too.

It enhances your PR

Whether you have an extensive PR team that’s regularly pitching stories to the nationals, or barely any PR budget at all, your blog can enhance your PR strategy. It’s an additional channel to showcase your PR efforts through and it can be the basis of your PR if you have a very limited budget.

Blogging shows you are in touch with your sector

A blog allows your customers and peers to see you regularly commenting on and discussing developments in your industry. This gives them confidence that you are not out of date.

It can help you sell (if you’re careful!)  

A blog must never be used to overtly sell or market at readers, it should be useful and entertaining. However, you can publish posts inspired by a new product or service you’re offering, and you can link to relevant sales pages on your websites without offending most readers.

A blog gives your company a personality  

Blogs are necessarily chattier and more informal than most other ways that businesses communicate. That lets your corporate brand show off some personality, helping to engage visitors and build brand loyalty.

Blog posts keep on giving

An emailed newsletter or PR stunt is a one-off event. But a blog post is archived and constantly available online. Even after it has long gone from your homepage, people will stumble across it through internet searches and inbound links, meaning it continues to work hard for you.

You can learn from discussions

Not only will keeping a blog motivate you to stay on top of industry developments and news, you can also learn a lot from comments and debate inspired by your post. Always take the time to read what people say about your posts.

Sometimes, highly informed individuals (who’d charge a hefty consultation fee if you asked them for their opinion!) will freely share their knowledge and opinions in response to your article.

It’s a useful and saleable skill

Individual employees can add another string to their online marketing bows by learning blogging skills – it’s an increasingly important tool.

It’s a cheap way to market yourself

If you can’t really afford a major marketing or PR drive then a blog allows you to raise brand awareness and interact more effectively online. While a blog takes time, it is a PR strategy that the whole team can help out with, allowing you an online marketing foothold with very little investment.

You can address any online reputation issues swiftly 

If your company is being badmouthed online or if it’s made a genuine mistake then a blog allows you to respond quickly. Whether you’re correcting a misconception or apologising for a gaffe, a blog post lets you be frank with the online community. It’s also friendlier than a statement.

You’ll be at the front of readers’ minds

Your regular readers will automatically think of your business the next time they come to need your product or service, because they visit your site so often.

It showcases your brand

If you’re writing interesting articles that people want to share and discuss then you widen your brand appeal. As the online community pass your article around, it raises awareness of your brand in a positive way.

You’ll enjoy it  

Don’t look on a regular blog as a drag or a chore, it can be great fun. Writing interesting, useful articles on demand is a challenge but it’s an exciting one. Set yourself goals like increasing your subscribers or generating more comments or tweets with every post and you’ll soon see what fun a blog can be.

It’s easy to do  

Unlike a major new PR strategy or marketing plan, a blog is easy to create, set up and populate. The only difficulty you might find is generating ideas, but as soon as you get into the mindset of always looking for your next post, you’ll soon find the ideas start to flow.

You can host guest posts  

Once you’ve created a corporate blog, you can invite industry peers, suppliers and commentators to write guest articles for it. They will then share their posts with their own networks, spreading your brand awareness across an even wider pool.

You can even offer guest posts to other blogs yourself, further boosting your corporate and personal reputation.

Kevin Gibbons

Published 21 April, 2011 by Kevin Gibbons

Kevin Gibbons is UK Managing Director at digital marketing agency BlueGlass. He is also known as an SEO speaker and can be found on Twitter and Google+.

102 more posts from this author

Comments (20)

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Sherrod Lowe

Great article. Also, with the help of Wordpress plug-ins the sky is the limit when it comes to blogging!

over 5 years ago

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Teresa boardman

Sadly blogging is not all that easy and there are so few who have the patience to stick with it until it pays off.

over 5 years ago

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Wordybob

surely you mean 'complacent' ??

over 5 years ago

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isle of wight b&b

All the points are very valid, and yes obviously most of all blogging helps you to broader your social community.

over 5 years ago

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Talktodes

Complacent vs complaisant = GB vs US usage. Both versions are accetable.

over 5 years ago

John Robinson

John Robinson, Director/Web Developer at webZplus

I was only trying to explain the benefits of blogging to a friend (and client) today, pity I didn't have this 4 hours ago, I have forwarded the page link and hopefully this will give him enough to give it a go.

over 5 years ago

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Nick Stamoulis

A great list of reasons. These are also good reminders of what you have to keep with it once you start blogging! Sometimes that's even harder than convincing a client to start a blog. Routinely publishing posts can get very time consuming and companies don't want to bother any more. But these are all great ways to show them how important business blogging is.

over 5 years ago

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Allison

This is a great article! Blogging is something everyone (especially those with a business) should be doing. You'd be surprised how much knowledge you have to share. Being in the recurring billing industry, it can be hard to come up with topics, which is a challenge that scares a lot of people off from blogging. A tip: Create an editorial calendar to plan out your posts (this makes it less overwhelming) and write about your experiences, tips, things you've learned along the way. This is all valuable content that your readers will appreciate!

over 5 years ago

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Chris

Great list. Only one I'd disagree with is "It is easy to do".

It IS easy to start a blog, but it is not that easy to do a good blog. A good blog requires some effort to write well-researched and thoughtful posts that people actually want to read and pass on.

I've had some really good success with personal interest blogs. But, most client's business blogs end up dying a slow death because they thought it would be easy when it actually requires effort. Create and write good posts, source photos, keep it topical. Once the post is done, the work is only half over-- cross promote every post through twitter/facebook/forums etc.

Also, a lot of businesses just don't have enough to say because they aren't sincerely interested in engaging and participating in a community. So, they'll do things like create a twitter account and then only use it for posting links to their blog posts -- no one wants to follow an account like that.

over 5 years ago

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Rene Power

Definitely falls into the category - One I wish I'd written. Chris is bang on though. As a blogger, I spend half as much time again seeding a new post online to maximise reach and impact.

over 5 years ago

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Ryan Yatol

Great article. Its very informative. I've been down on blogging lately but this list reminds me that i should.

over 5 years ago

Steve Harvey-Franklin

Steve Harvey-Franklin, Director at AttercopiaSmall Business

Thanks for the post

We find that it can massively increase the number of search terms that a company / website can be found on, when done properly.

over 5 years ago

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Dave Lakins

Chris has hit the nail on the head - the mechanics of running a blog is relatively simple - particularly when the are such great tools like WordPress, Blogger and TypePad around these days. It is the resources that are needed to run one - sourcing and adding content on a regular basis takes time and effort. Introducing an element of fun and personality to a business related blog can works wonders - and as soon as the interaction starts - and clients can see conversations stating to take place - they are sold on the concept.

over 5 years ago

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Kathy

If it's SO easy to do . . . . . why are there so many utterly silly, inane or irrelevant blogs?

A blog should be as carefully crafted, written and edited as a major speech or an annual report.

It's this kind of "hey, what FUN!" attitude that has led so many companies to start, and then scrap, blogs.

Huge amounts of discipline are needed just to keep a blog fresh and current, let alone make it throught-provoking.

AND if there's a reply function, which most legit blogs have, then you have to be prepared to monitor, reply as needed, accept nasty comments, etc.

Just because anyone can set up a blog doesn't mean it's easy. Anyone can write a novel; getting it published and having people buy it is a lot different.

over 5 years ago

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KathyM

I agree with the posts that say it isn't easy.

Also, it can be dangerous. I have been flirting with the idea starting a blog for my company website, but I'm afraid if I slip into the casual-conversational tone, I might inadvertently write something that could be taken the wrong way and wind up with a negative result. With a blog post, you have no way of controlling your audience, so you have to make sure whatever you say won't hurt your reputation no matter who reads it. It's greatest strength - lives forever and has an everexpanding audience - could turn out to be its greatest weakness.

over 5 years ago

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Prasant

At-least some one is speaking that blogs are not dead in todays world. Writing blog is a challenge but you can't ignore the power of it. thanks

over 5 years ago

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Kirstie Birr

Thanks for this article & discussion. Just starting out and so appreciate tips to make blog writing easier.

over 5 years ago

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Rob Davis

A very nice list, I enjoyed the article. I agree blogging has so many benefits. What irritates me is when agencies or webdev push it down the throats of companies that have no capacity to maintain it. Then you get an outdated blog with a few press releases and ends up having a negative impact rather then a positive one.

about 5 years ago

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vadakkus

Yezaah! I do all this, and it is all fine but no one still reads my blog, which sort of defeats the point, right?

about 5 years ago

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Jessica

Blogging is easy to start but it's not easy to do or follow through. You have to consider the voice that you'll be using as well as who you're speaking to.

Every post should be well planned so that it goes hand in hand with your brand as well as give value to the audience on your niche.

about 5 years ago

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