Why Blogging is Paramount for Business

January 31, 2014 by Sonja Hegman

Bad writing frustrates me. And lately, while watching movies especially, my inner monologue goes something like, “Man, I could’ve written something so much better than this.” Do you ever have that thought?

Chances are, you can distinguish good dialogue from bad dialogue. That’s why some television shows make it and some don’t. Now, take that dialogue tool and apply it to business. 

People tend to underestimate the power of good writing. For business owners, it’s easy to think, “I can’t afford to hire a writer,” or “My (insert relative) was a good writer in school. They should be able to do this.”

That is not necessarily true.

With social media and content marketing now at the forefront, it’s even more crucial to have someone on your team who can write well. Why? You need someone develop useful and consistent content for your website and blog.

While many writers have a niche — business, fashion, politics — there are also writers out there who are Jack- and Jill’s-of-all-trades. They can write your correspondence, your blog and press releases, and still have the know-how to get you attention on Twitter. Yet many businesses don’t see this as valuable. Or maybe they do, but aren’t willing to pay for it.

An excellent writer can make or break your company, and having a great writer take ownership of your company’s blog can do wonders for your business growth and reputation.

Here are four reasons why your blog is integral to business success:

Become an Authority

Your company’s blog is your own corner of the internet from which to share your knowledge, experience, and expertise in your field. Because you can control the content and design of your blog, it’s the best way to position yourself as a thought leader and expert on your given subject. Writing consistently valuable content will help your audience trust you as an expert, which in turn can help you secure new business. Clients like to do business with people they know, and your writing can help them feel this way even if they have never met you.

Build Your Community

For your blog to do well, it’s not only important for you to connect with potential clients, but to also connect with like-minded individuals in your industry. Instead of viewing these people as competitors, think of them as colleagues. You can each learn from each other without giving away your trade secrets, and develop a valuable relationship as you go.
By creating interesting and thought-provoking content, you encourage the ideas and opinions of your peers which can be left on your blog posts as comments. Comments are often the best part about blogging because you’ve developed a conversation starter that your readers can pontificate on and share.
In addition to building the readership and community around your blog posts, you can also encourage email subscriptions and develop a secondary community by offering exclusive material via email. Subscribers will be compelled to sign up because of the amazing content you’ve already published on your blog.

Drive Traffic to Your Website and Social Channels

Having a quality blog is the best way to drive traffic to your website, according to recent research. If you can pull readers into your site from your blog content, you can also expect them to click on other pages of your site to learn more about your products or services. The more traffic you get to these pages, the more likely you are to bring in new customers or clients.
Consistently posting your blog articles to your social media channels (like Twitter and Facebook) will also help to drive more people to your website.

Tell Your Story

A blog is a great place to offer more insight into your company, philosophy, employees, and ideas. An interview with your CEO, a video of how your products are made, a recap of the best images from your most recent event, or a detailed look into how and why you went into business are all great pieces of content that your customers want to hear. After all, people go into business with people, not faceless companies.

It’s not enough to simply have a blog on your website; you must be populating it with well-written and interesting content. Consider investing in a great writer who understands the nature and mission of your business and watch your content marketing efforts go from good to great!