Blogging for Business

by Guest Author on December 18, 2013

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By now, you’ve probably heard thousands of times that blogging is beneficial for any business. Seriously, it seems like every marketing advice column or strategist is ousting the almighty secret to ultimate success; blogging.

What exactly is a blog though? What does running a blog entail? What kind of responsibilities and requirements are there? Why do blogs supposedly work so well? I could continue on and on with questions, as I’m sure you could too.

Let’s start with the basics, shall we?

 

What Are Blogs and How Do You Use Them?

I’m going to opt for the unconventional definition here because “blogging” actually refers to a lot of different mediums and content. Furthermore, the blogging field as a whole is still evolving.

When blogs first started they were looked at as online diaries. As more and more people adopted blogs and implemented them on their sites, uses for the medium expanded. Today, blogging isn’t just about writing a personal story or opinion. Blogs can include photos, videos, podcasts and even objective news pieces. When you create a blog, you don’t have to conform to any standards.

If blogs come in so many different forms, how exactly do you use them? The true answer here is: however you want! In terms of marketing, they can be used to share business related news, make announcements to the public, provide valuable insights to clients and much more. CJ Pony Parts, for example, uses their blog as a mash-up to share company related news and informative, engaging content with readers.

There are two rules that you must always follow in order to have a successful blog. One, you must offer engaging and unique content that will entice an audience and keep them coming back. Two, you must participate and post on a regular basis.

What Are the Benefits?

Aside from the obvious benefits such as increasing traffic to your website, improving your search engine rankings and generating more leads, there are a ton of benefits to running a blog. This is another list that could go on forever, so I’m just going to outline the most important ones.

  • Free Advertising- That’s right, blogging is another very affordable form of advertising for any business. Publishing content on a regular basis will increase your search engine rankings, thus increasing overall brand exposure. Better yet, the more content you have, the more likely someone in your audience is going to share it with friends or family across social media channels.
  • Building a Loyal Fan Base- If you build it, they will come. While that saying isn’t always true in the physical realm, it’s pretty much guaranteed in the digital one. Even if you’re an obscure business that starts out with no site traffic, it will eventually increase. By producing regular content, you are showing your audience and customers your loyalty to them. Be passionate and dedicated about your blogging and your readers will return the favor.
  • You Can Dominate a Niche- The more frequently you blog when compared to the competition, the more of a leg-up you have on them. Not to mention that anyone can completely dominate a particular niche or market in the online world if they play their cards right. That holds true even if you own a small business that is usually dwarfed by other brands (not saying you do, just saying it’s possible).
  • Combine Blogging with Social Media- Like I said in the first point about free advertising, the more content you have the more likely it will be shared through social media channels. Through social media you can reach out to customers that you wouldn’t normally interact with. This is where the exponential results come in. If one person shares your blog post with thirty friends, and then that friend shares the same post with twenty friends, you have created a sustainable snowball effect that can potentially accumulate hundreds of viewers.

 

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