Should I Start a Company Blog?

With so many social media platforms and online tools, knowing which ones to maintain a company presence on can be difficult. One tool all companies should utilize is adding a blog to your company’s website. Here are some of the benefits of starting a company blog.

Increase Organic Traffic

Blogging is an ideal way to incorporate SEO best practices into your company’s website, which can help it rank higher in search engine results. Blog posts can be created from lists of common questions your customers have, keywords they use when looking for a business like yours, and its services. This gives your website more pages to attract traffic.

Low-Cost Campaigns

If your company already pays for its website hosting and domain, it doesn’t cost anything to put up a blog post. While you might have to pay a writer or a staff member once to create the blog content, you won’t have to pay anything to publish it. You can then share your company’s original content on your business’s Facebook page and Twitter account to expand its reach even further without investing more money into it.

If social media shares of your company’s blog posts drive more traffic to your website in a way that increases sales or other key metrics, investing in paid social campaigns could be another relatively low-cost way to benefit from blog post content. As long as you’ve narrowed your target audience and have clear goals identified, paid social media campaigns can be successful. It is just imperative that you monitor it for results and adjust the campaign if needed. There’s no reason to pay for a social media campaign that isn’t garnering results.

Benefit from Evergreen Content

Evergreen content remains relevant over time. Unlike a blog post that features information about the employee of the month (who will likely leave someday) or upcoming menu items for a restaurant, evergreen content will remain accurate even several years after it is posted. This makes evergreen content more valuable as the same blog post can continue to attract visitors, bulk up the amount of quality content on your company’s website, and be shared over time.

Become an Industry Expert

Customers want to buy products and services from the best, most informed companies in the market. When you want to buy high-quality outdoor sporting equipment, most customers want to buy it from REI over Ralph’s Sports Goods. REI publishes so much educational blog content and guides on its website, product catalogs, and other digital marketing content. It is seen as an industry leader and an expert. Having a company blog can help you develop that kind of industry expertise.

There are two key factors in developing industry expertise through blog content. First, your blog’s content must provide valuable information that your target audience wants to know about. In the case of REI, teaching customers how to skateboard enables people to learn how to participate in a new hobby. These customers wouldn’t have otherwise purchased a skateboard just might. They feel better buying a skateboard from a company with established expertise.

Second, the content must be better than the blog content that already exists. It isn’t enough to simply regurgitate the information that you can find on competitor websites and online publications. Craft compelling posts that delve deeper into topics and give a fresh perspective.

There are many reasons to start a company blog, from increased website traffic to developing long-lasting, evergreen content. If you opt to start a company blog, decide how often to post and stick with it. Consistent blog posts perform better than one-off blog posts.