Should Your Company Blog?
A lot of popular companies and small businesses use their blogs as a way to connect with new clients and build their community. When someone hears about your company, their first instinct is to Google you. If your company has a website (hopefully it does or you’re working on it) this should be one of the first results. A blog can give you a competitive edge and serve as a meeting place for people who support your business.
People often ask me if they should have a blog for their company.
My short answer? It depends
For those who are looking for a more accurate answer, I like to analyze their business to determine if a blog would be a smart addition to their marketing strategy. Blogs are places where companies or people can release content to their audience and beyond. However, most blogs have a specific market they write for. Blogs can be updated daily, weekly, or monthly. The topics typically address any questions or processes clients and customers want to know about.
So, should your company blog?
One thing a blog need is a consistent schedule. Why? Blogs at their best serve as information sources. If your company isn’t able to stay on schedule with the content creation, I wouldn’t recommend a blog. Often readers begin to look forward to a weekly update and it’s in your best interest to not disappoint them. People understand possibly missing a week or two, but if your company goes MIA they may start to question your professional priorities.
Another thing to think about: Do you have employees who are able to dedicate the time to produce the blog content? This answer depends on the layout of your company. Some companies have small teams and others have larger teams. It’s also not uncommon for a company to have one or more people who concentrate specifically on blog content.
As a consultant, this is a typical request I get from clients. When a company is growing, it’s common for them to hire the bare bones needed for their business to operate. As a writer, I work alongside the employees to assist them with content creation. This frees up their time and allows them to get the benefits of consistent content. For those who need to hire a new employee or a freelancer like me, it’s easy to see how a blog is an investment. However, it’s possible this additional expense will be one of the key ways your business grows.
If your company can’t afford a blog right now, I understand, but it’s definitely something to keep on your idea list.
How Can A Blog Help Your Company?
SEO
One major benefit you can gain from a company blog is improved SEO for your company. SEO stands for Search Engine Optimization. There are programs called crawlers constantly reading through everything on the internet to determine what people are talking about. When these crawlers are on your website, you want them to read industry-relevant information.
Why? Let’s say you’re a small software company, but you think your innovation will be helpful to a lot of people. In your blog post, you can highlight the ways your software is different and how it solves a common problem. Now, think like a consumer. What do you do when you have a problem? Google it. Hopefully, if your SEO is great, you’ll be one of the top results people see. This is an effective strategy because you know these people are looking for exactly what you offer.
For people who have questions about their SEO, I suggest you do some simple research. Open an incognito tab on your computer or phone and search for your company. Does your company show up? Where is it ranked in comparison to the other sites? In addition to your company name, I suggest you also search for relevant terms for your business. There are several strategies to improve your SEO and blogging is a great method for any business.
Social Media SafeGuard
Regardless of your industry, a blog can lead to positive results for your company. At the end of the day, people like a story. You may be saying “Olivia, I already have a strong social media presence.” I think social media is a useful tool to communicate with your audience, but you don’t own your social media page. In addition to this, social media algorithms change a lot. Social media companies like to adjust their algorithms in order to create a better user experience. However, to remain visible, your company must always be up to date with all algorithm changes. This means you may have to adjust your company’s social media strategies several times throughout the year on different platforms in order to have a good conversation rate and high engagement.
For example, Instagram likes to try different strategies in terms of how they show people content. Some accounts have gotten shadowbanned. This means it’s more difficult for people on Instagram to see your content. Most social media channels also have the ability to delete your content or your entire social media account if they want to. If they determine your account has violated any of their rules, they have the authority to delete your account whenever they want. If Instagram deleted your account today, would you still have a way to connect with your community?
To read more information about shadowbanning, head over to HubSpot
TikTok is also a great example of the potential instability of social media. A couple of months ago, the current administration said they were going to ban Tiktok in America. There were companies and content creators who worried this ban would be the end of their profit. Despite the announcement of the agreement, some Tiktok creators still don’t feel like this is a platform they can depend on. Could your company be profitable if Tiktok no longer existed? This is a serious question all companies should think about. If the answer is no, I suggest you start considering alternative forms of communication, like a blog and a newsletter.
