In today’s communications landscape there is a seemingly endless array of tactics to choose from — but not every option is worth the investment. Whether something is right for you depends entirely on your goals, financial resources and the time you’re able to commit to getting it right.
Starting a blog poses exactly this conundrum. Assuming your organization already has an up and running website, the technical addition of a blog seems virtually free. And free is great, right?
But launching and maintaining a blog is easier said than done, and there’s a lot to consider. You need to ensure that you have the resources required to produce high-quality content, that you have a robust understanding of your audience, and that the content you produce is on brand.
That said, there are many good reasons to move forward. A blog can help:
- Boost your website’s SEO. The best part is that you don’t have to be highly tech-savvy to improve your ranking. While keywords still pose some value, keyword stuffing is a thing of the past — you’re much better off simply being a good writer. Search engines reward you for consistently creating original, engaging and valuable content.
- Build credibility. A blog is one of the best ways to build your organization’s reputation as an industry expert. Consider involving staff, and even senior leadership, in content creation. This approach is particularly appropriate if your organization deals in expertise or if it is part of a larger thought leadership campaign.
- Convert clients. If your goal is conversion, blogs can form the pillar of your marketing funnel. Valuable content can be used as a gateway for obtaining information, as when a potential client subscribes to receive updates.
- Share your brand’s story. Seeking earned media can be a surprisingly costly endeavour — and one that has no guarantee of materializing despite your best efforts. A blog provides a guaranteed space to share your stories, with the bonus of always having final approval.
- Enhance organizational knowledge. With sensibly planned categories, a blog can be a great reference archive for the exciting and important milestones your organization achieves. Additionally, send a monthly round-up to staff to ensure they are aware of any big company or industry news.