Blogging has been around since 1994, when Justin Hall wrote a piece about HTML samples and posted it on his website. In the subsequent 17 years, the blogging scene has grown enormously, with businesses in most sectors having a blog section on their website.
What’s the deal with blogging?
Creating a blog gives you an opportunity to connect with a following, increasing awareness of your brand and garnering interest in the products or services you offer. For that reason alone, most businesses would benefit from a blog and, along with a cohesive social media strategy, a blog could be the gateway into an untapped audience.
However, there are downsides. If you aren’t committed to consistent posting, or you struggle with copywriting, a blog could do your business more harm than good. A poorly written piece could work against you, projecting an air of unprofessionalism and putting customers off before they have even spoken to you. If you post seven blogs in the first month then nothing for weeks, clients may feel that you business is disorganised and unreliable, despite that probably not being the case!
The benefits, however, far outweigh the disadvantages. Starting a blog is really easy — there are plug-ins for websites, making adding posts as easy as sending an email. If you make sure your blogs are engaging and well-written, they could be the very reason people visit your website, and we all know that the more visitors your site gets the more likely they are to convert into paying customers. The sense of community you create via a blog is extremely valuable — write blogs that invoke discussion, connecting them with a Facebook group for a real sense of community.
A blog is a reflection of your business and should be treated as seriously as your business cards or the way you answer the telephone. Don’t put out anything you wouldn’t want to read yourself and, if you’re struggling for time or content, or lack the copywriting skills to create an engaging piece, it’s time to call in an expert.