It’s funny how businesses have thrown themselves into Twitter and Facebook interaction without backing up and considering blogging. Many of them have blogs that were once established but now, sadly neglected. To what do they link on these other platforms, if not ever their own valuable content? While I endorse the use of social networks to engage with and build a community, doing so without a blog is very odd.
Businesses need blogs for several reasons.
- A blog will create organic search engine optimization. Nothing is more valuable to a business than a website with frequently updated content as a method of activating the search engines and attracting customers to your business’ content.
- Blog content demonstrates thought leadership — if you can say all you have to say 140 characters at a time, be my guest, but most of us need a bit more room to demonstrate our wealth of knowledge on a particular topic.
- A blog creates an archive of information that represents your business. It’s common for a visitor to your website to spend time on several pages of content — give them a reason to stick around.
- Blogging helps create relationships between the business and its customers. When visitors read content by individuals in the business, they come to know those people and relationships form over time. Allow this to happen; it’s powerful stuff.
- Blogging helps businesses figure out who they are. Due to two-way conversation, invited feedback and discussion and often the process of writing and working things out with words, sometimes businesses have watershed moments and redefine their mission. It’s very cool to watch.