We want to begin by pointing out the obvious- websites are valuable. Really valuable. They provide your customer with information, convey your brand’s image, and serve as your company’s online, always-on salesman. Creating and maintaining a blog is a great way to aid your website and provide your customers with further information. It’s important to remember that a blog is not intended to replace, mimic, nor exist completely separate from your website. Its purpose is to enhance your brand in a way that your website won’t. There are several ways blogs provide value:
Blogs Speak Plainly
While your website tries to wrap your services in a blanket of impressive language and call-to-action buttons, blogs speak everyone’s language. Blogs can be written in a casual, funny, or even sarcastic tone. Bulleted and numbered lists are a popular, informal way for bloggers to format their writing (Buzzfeed is notorious for this). The key to a successful blog is finding a good writer who can communicate with readers in a way that is relatable, easy, and enjoyable to read.
Blogs Have New Content
Your website is not designed to share new information on a regular basis. Many websites go weeks or months on end without making any changes to the content. Blogs, as long as you update them, will constantly speak about new topics, address relevant current events, and keep customers updated with your company.
Blogs Are Shareable
Blog entries can be easily posted to social media sites and then shared by users. Killer content can make a blog post go viral and appear on the newsfeeds and timelines of people who have no previous history with your brand, which ultimately drives traffic to your website.
Blogs Allow for Comments
Any good (or bad, controversial, interesting, etc.) content will naturally spark online discussion. Most platforms include a comment section within your blog, allowing readers to post questions and comments. You as a brand should be quick to respond and capitalize on the ability to engage with readers. Consumers want direct, personal communication. If you can reach them on an individual basis, they’re more likely to re-engage and eventually form a relationship with your brand.
A well-produced blog can be an invaluable enhancement to your website and business as a whole. If you’re still not convinced, realize that it’s 2016 and everyone and their dog has a blog. If you choose to operate without a blog, your company runs the risk of appearing underdeveloped, inexperienced, or simply less meritable than your competitors. If your business needs help in creating or maintaining a blog, allow the superheroes at Transformation to take over!