I run into this one a lot. Believe it or not, the answer is very simple: Communication.
Small to large businesses can use the communication power of a blog (a contraction of weblog) to reach out to their customers and post information about their company, services, or general items of interest as well as encourage consumer input and conversations. One reason Drift has a blog is to allow our employees to post helpful information that we’ve run across as well as help educate readers on issues that can help their business. We believe that it is important to share the knowledge we’ve gained through experience and help save others time, money, and potentially costly mistakes.
The Benefits of a Blog
As a business, your website helps communicate information about your company and services. A Blog is a valuable tool that can increase the power of your website.
Speak directly to consumers: post information about a particular subject and have consumers come right back with suggestions or complaints—or kudos. By keeping your ear to the ground, your company is able to hear what’s being said about it and, if necessary, speak up with a correction.
Be the professional: establish expertise in industry or subject area, and personalize your company by giving it a human voice. By showing consumers you are a reliable source of knowledge in your field, you help generate confidence in your service or product.
Increase visibility: by generating fresh content, your blog will help your business appear higher in search engine rankings. Having a blog is an effective and affordable way to streamline creating and updating your company’s professional web page.
For a more detailed analysis, click here to read the Harvard Business School’s post about Company Blogs. It is a great article about the power of company blogs and how to get the most out of them.
Stay Ahead of the Curve
With the seemingly limitless power of the internet, it is imperative for companies to take advantage of technology in order to stay ahead of the curve. Either by setting yourself apart from your competition, or just keeping up with it, a blog is going to help connect your business to consumers in a way that makes them feel at ease with your service and expertise. That, in my opinion, can only be a good thing.