10 Compelling Reasons Why Your Business Should Blog

Why is the business blog not given the marketing attention it deserves? In an age of shiny new toys such as social media marketing and Facebook  it is often overlooked as being slightly dowdy and just a touch unattractive.

10 Compelling Reasons Why Your Business Should Blog

Blogging requires commitment both in thought and time. CEO’s that blog are very rare as they are typically time poor. Often the first challenge is finding someone with the passion, expertise and skill  within the organisation willing and able to make the effort to blog. Once that person (or persons) is onboard the next hurdle is what do they write about?… often a good place to start is by asking some questions.

Who is my Target Market Audience?

There will be often more than one target market if you are a typical business. Along with that you will need to ask more questions about your audience such as

  • What are their goals and aspirations?
  • What are their business problems?
  • What media do they rely upon for for answers to their problems? (Eg. Forums, publications, LinkedIn)

More reading: 9 Questions to To Ask your Customers When Creating Content

What are the Goals for the Blog?

Starting with the end in mind is vital and helps with avoiding a meandering blog that doesn’t quite know where it is heading. A ship’s captain sets course for the destination before he leaves port and in the end this seems to work rather well and a blog is no different. Goals for the blog could be.

  • Increase sales
  • Display company expertise
  • Increase brand awareness.

This is important as this will reflect in how often you write and what you write about. Quite often corporate bloggers fall into the trap of trying to sell and write about the company products and services and their features and benefits. A much more powerful strategy is to start providing solutions and tips for their potential clients problems first and then sales will naturally follow. The reality is that quite often potential customers will be reading the corporate blog for 12 months before they pick up the phone or drop you an email.

More reading: Why Solving Problems Beats Marketing

Where Do I Source This Content?

Most companies forget that they already have a lot of content… it is just happens to be off-line and out of view. So you need to start thinking digital  and move your appropriate  off-line content out of the filing cabinets and onto the web.

There is a lot of inspiration for sourcing and developing content that will assist the corporate blogger to write compelling content such as:

  • Industry news
  • Look at your competitors latest blog posts
  • Video interviews of well known identities and experts in your industry

More reading: 30 Inspiring Ideas To Develop Content For Your Blog

The mantra that you should be memorizing and embedding is “Think like a publisher”

Does Research Evidence Support Business Blogging?

Recent research by Hubspot after surveying 644 business executives revealed some facts and figures that provide solid evidence for the benefits of blogging for business.

10 Benefits of the Business Blog

The other evidence unveiled by the survey:

  • Outbound marketing (such as Direct mail, PPC (paid search), Telemarketing and Tradeshows) shows lead costs average $373
  • Leads generated by blogs and inbound marketing (SEO and Social Media) averaged only $143 per lead
  • Spending on direct mail and telemarketing is decreasing
  • Small businesses are leading the way on blogging and inbound marketing

What are 10 Benefits of the Business Blog?

1. Creates Exposure for your Business

A company blog that adds value to other businesses will be linked to by other blogs and websites and tweeted about and shared on Facebook and LinkedIn. This has the inevitable result of putting your brand in front of more people

2. Increases Traffic and Subscribers

Visits to the blog will inevitably increase traffic and a well integrated blog that links to the company website and other corporate online properties will drive page views and hits as exposure increases. Increased traffic also increases email and RSS subscriber acquisition.

3. Improves Search Rankings

Google and other search engines are increasing the value and the priority of  blogs and social media assets such as Facebook and Twitter in their search results. This change to Google’s search algorithms alone makes blogging essential.

Read more: Google Becomes More Social And It’s Hurting Your Business

4. Results In New Business Partnerships

The increased visibility of your business online and its positioning as a thought leader and expert in your industry and niche attracts other businesses that want to partner with you.

5. Generates Qualified Leads

High quantities of leads looks good but what you really want are leads that are qualified and of high quality. A blog positions your company and attracts the right type of leads as it develops and publishes content for the  market you want to attract.

6. Reduces Overall Marketing Expenses

As shown in the Hubspot survey, blogs can reduce costs per lead by 62% over traditional marketing

Blogs reduce marketing expenses

7. Improves Sales

The synergy of higher traffic and increased lead quality inevitably produces an increase in sales. I certainly have noticed this over the last 2 years with sales doubling and average sales value increasing.

8. Educates

Blogs don’t sleep and the benefit of the web is that your blog can be educating your customers while you sleep. Add some YouTube video tutorials to your blog and you have an online classroom. One of the major costs of business is educating clients prior to the sale so an online property that educates one to many without you being there is the perfect tool.

9. On-line Research Tool

As you start writing and publishing your blog potential clients will tell you what they like and don’t like via their comments and feedback. Comments will display to you what is resonating and will allow you to adjust your companies product and services direction that is guided by real time customer feedback

10. Creates and Hones Expertise

This benefit is quite often overlooked but the art of writing and developing content for your blog creates expertise from research and the thinking that naturally happens as a consequence. Sharpening the edge oif your expertise inevitably opens up opportunities that you were maybe blind to before

One important element that should not be missing on any business blog is that you need a call to action either to subscribe, attend a seminar, make an inquiry or offering a free trial of your services.

The business blog might not be as attractive as the latest fads and shiny toys but it is certainly a marketing platform you should not ignore.

Image by keso

Comments

  • Anonymous

    My b2b blog, http://www.fearlesscompetitor.net is over five years old, has had over 47,000 readers and is in national syndication.

    • http://jeffbullas.com Jeff Bullas

      That Jeff sounds like a successful B2B blog to me :)

    • http://www.deiricmccann.com Deiric McCann

      I’m rusihing there now Jeff – to find out how you did it.  Thanks for the link

    • http://www.deiricmccann.com Deiric McCann

      I’m rusihing there now Jeff – to find out how you did it.  Thanks for the link

  • http://blog.esimplestudios.com Gabriele Maidecchi

    I honestly started blogging for my business for the same reasons you explain clearly in this post. I was sure it was worth investing some of my (and partially my team’s) time because I understood the potential behind it. Especially considering your blog as the pivotal force of the whole social media experience of your company is a very good approach, since you can either create or re-purpose content to include in it and then syndicate it on various platforms like Twitter, Digg, StumbleUpon and so on.
    If everything goes right, it can create a real sub-community around it, further strengthening all the points you already made.

  • http://twitter.com/rapsli Rapsli

    Do you have some examples of big companies in the health care industry that use blogs?

    • Jbeery

      The blogs for HC industry are growing. So new, we are very involved in the industry and find that we are doing a lot of education on this tool.

  • Writemikea

    Great Outline….will definately use. :)

  • Jbeery

    Jeff,

    This is great info and part of important tools for us to share with our clients. Thank you for sharing.

  • http://www.constructionmarketinguk.co.uk Peter L Masters MCIM

    A great post Jeff, thank you.

    This kind of information is very valuable!

    I spoke to one of the directors of a multi million pound company recently and he explained they published a magazine twice a year. The company sent out about 20,000 copies, a huge cost & all the news was old by the time it arrived in the post. I asked the director how many people actually read it, he had no idea. I asked him how much business had come from it, again no idea. It was costing at the very least £30k per annum & they’d been doing it for years!

    I explained why a Blog would be so much better and how it could connect to the websites the company had and how Social Media could really benefit the company as a whole. I explained a lot of stuff and the guy seemed genuinely impressed.

    These guys weren’t even on LinkedIn, they thought LinkedIn was for finding job opportunities and Twitter was for seeing what your mates had for lunch.

    I explained Social Media to this very pleasant director for about an hour and he seemed both interested and amazed at how behind the times his company was.

    I’m still waiting to hear from him, I doubt if the committee were that keen on change.

    Moral of the story, Social Media is brilliant, but you can’t win them all!!

    Maybe, with this post and your stats, the odds will improve!

    Thanks Jeff.

  • rafiq

    Agreed, Robin. It’s hard at first — especially for writers because most work is edited. But practice and the realization it helps you become a better writer eases the “personalizing” of things. It’s a great business skill.http://businessplustips.com

  • Anonymous

    Great subject and content. I will recommend the site without a doubt, great spot!! I will be back to check out more for sure. 

    Glenn Wright
    VP of Marketing
    Partner Source 
    (Ranked #2 for Service/Cost: B2B/B2C Appointment Setting | Lead Generation | Market Research Company)
    Minneapolis, Minnesota, United States
    http://www.thepartnersource.com

  • http://www.deiricmccann.com Deiric McCann

    A really first class piece Jeff.  There was a great short piece in HBR a few months back making the argument that every senor exec should be seen to blog. 

    We’re all pressed for time, no doubt, but there are a lot of talented freelancers who could collect the content of 3-4 posts from 30-40 minutes interview weekly.

    It’d be better to blog by proxy than not to blog at all, you think?

    • http://jeffbullas.com Jeff Bullas

      Thanks Deiric for your comment. I think a CEO could blog by proxy but it will lose something in that process.

    • http://jeffbullas.com Jeff Bullas

      Thanks Deiric for your comment. I think a CEO could blog by proxy but it will lose something in that process.

  • http://www.deiricmccann.com Deiric McCann

    A really first class piece Jeff.  There was a great short piece in HBR a few months back making the argument that every senor exec should be seen to blog. 

    We’re all pressed for time, no doubt, but there are a lot of talented freelancers who could collect the content of 3-4 posts from 30-40 minutes interview weekly.

    It’d be better to blog by proxy than not to blog at all, you think?

  • http://www.writemoneyinc.com Rcampb3422

    Interesting post.  Think CEOs at small and mid-size firms benefit most from blogging.  Large firms have a large enough team to build huge social network followings without the CEO blogging. CEOs at large firms are often in the news (e.g. responding to interviews, headline stories).  But for CEOs leading small to mid-size firms I think blogging is an effective way to connect with consumers in ways other forms of marketing may not allow you to.

    Denise
    http://www.writemoneyinc.com

  • http://stleonardschiropractic.com.au/ Chiropractor St Leonards

    Blogging is really good for the business in any way. It gives users and others the edge and to know more about the site itself. Not only that it gives reliable information but also search engines are digging the use of blogs nowadays.

  • Chris The Traffic Blogger

    Blogging IS my business. It’s the “new” thing to do and it’s so accessible that anyone with $10 can do it. But major businesses seem to ignore blogging or do it very poorly.

    Good article!

  • Codigo01_system

    Hi Jeff, how can I Link write News in EverNotes – blog – Twitter – FaceBook? I Need write something in EverNote and then publish at same time in Blog-Twitter-Facebook, its Possible that? Thanks for your Answer.

  • http://www.onfiremediaonline.com/ ‘TC’ Teresa Clark

    Jeff,

    Great article! I agree that we must always think like a publisher. I have some techniques that help me in creating content.

    Brainstorm, brainstorm, brainstorm. This cannot be stressed enough. Use Creative Content Collaboration or Triple C for short. Contacting a business partner in your industry or even outside of your industry (which often creates better discussions) and creating new content can spice up your social media presence. This is good to do on a regular basis, that way you have material to use on a website or in a brochure that is fresh and attractive to consumers. Switching up the content every 6 months keeps your business charismatic and fresh.

    Thanks,
    T.C.

  • http://www.onfiremediaonline.com/ ‘TC’ Teresa Clark

    Jeff,

    I completely agree that we must always think like publishers. I have a few techniques that i use when creating content.

    Brainstorm, brainstorm, brainstorm. This cannot be stressed enough. Use Creative Content Collaboration or Triple C for short. Contacting a business partner in your industry or even outside of your industry (which often creates better discussions) and creating new content can spice up your social media presence. This is good to do on a regular basis, that way you have material to use on a website or in a brochure that is fresh and attractive to consumers. Switching up the content every 6 months keeps your business charismatic and fresh.

    Thanks,
    T.C.

  • http://blog.earthformed.com/ Lucero De La Tierra

    Thank you for resharing older content – just goes to show that just because time had past does not mean the quality of the content is any less. This is something I’ve been trying to get through to my husband for years. He FINALLY got a business Facebook page and Twitter account thanks to my brother and I but now he needs to get content, content, content. Thank you for the tips you’ve shared. This will go a long way for me helping him to create and curate content.

  • http://leadgeneration.callboxinc.com/ Marissa Davidson

    Well said! I had gained full information about the importance of business blogs. Having a blog in your business not just only exposes, but creates a meaningful relationship among your business peers. Thus, only a challenge for a blog is to find it interesting and gaining plenty of visitors.

  • Nitin Baweja

    Awesome Elaboration of the title. Great Value.. I too have to start blogging, Good i came across you on twitter and clicked on the link you provided , have downloaded your ebook on blogging , on to reading it now, Thanks a ton :) :)

  • Varun Sharma

    Well Said Jeff! All these points really make sense why a blog is must for every business. The most amazing thing I like about blogging is we can educate and solve the issues of our targeted audience and It really build a trust among the audience.

    Also, informative and nicely written blogs earn natural backlinks back to your website. Websites always like to link to content that can provide extra information to it’s audience on any related topic.

    I also pen down an article on same topic recently and it can be read here: https://www.kvrwebtech.com/why-is-it-necessary-to-update-your-blog-regularly/

    I would like and appreciate if you can please share your views on how to blog for hard niches.