The blog is in fashion. Everyone is creating a blog. Everyone has a blog. We are tired of so many blogs, bloggers, and discussions about them. I think you have heard these words many times, especially if you work in social media and promotion. The answer should be simple: Why does everyone have a blog? Because they have to, because they know what they are doing, and because it helps us.
But how does the existence of a company blog help a website or a business, regardless of its profile?
The discussion about blogs is extensive and must be treated as such.
First of all, a clear distinction must be made between a personal blog, where you write about your passions and life, and the company blog, where only certain things should be posted. I wrote about the first type of blog some time ago and promise to return with new articles. The company blog, however, is a separate subject that must be treated accordingly.
What is a company blog?
A company blog is a web communication method that allows companies of all sizes to reach a new audience and encourage them to continue following it. Depending on the objectives pursued and the size of the company, the blog can be created as a subdomain of the main site or as an integral page of the site. There are also companies that have chosen to create blogs on independent platforms, but this does not bring an obvious benefit to a company and especially to its website.
Advantages of a company blog
For the benefits brought by the existence of a company blog to be maximized, it is advisable that the blog be integrated into the site. From this arise the following advantages:
• It is very easy to use by any user, without needing to know the code behind the site. Whether it is a free platform or integrated into a site, the blog module is very easy to use and modify, so anyone can publish an article or a web announcement, not just the programmer or IT responsible.
• It ensures a very low-cost online presence, without the need to hire specialists in web development.
• It creates a community. On the internet, it is important to attract people to your side and keep them there. A blog attracts people, makes them part of your experience, and encourages them to return, comment, and get involved. This way, a community is created, a group of people interested in what you do.
• It offers trust. We all search online for information about the things we want to buy. From the biggest to the smallest purchases. We want to be informed, to know what we are buying and from whom. That’s why we go online, search on Google, and find a nice site. However, if this site does not offer us trust, we certainly will not buy from them. But if the site is well maintained, and the blog features numerous articles, news, and information about the field and the products and services sought, our trust in the people behind that site/blog is much greater. Who would turn to an advisor they know nothing about?
• Another major advantage is brought by the SEO aspect that blog posts add to the site. Being a company blog, the topics addressed here will be related to the site and business, an extra reason to write about what the company does, what new products it has released, what is new in the field, trends, and many others. And all on the same general theme. Since each blog article represents a page that Google will index, the site as a whole will rise in search engine results.
• It represents a good opportunity to create links to your site. It is very easy to promote your products through blog posts. Each new publication is an opportunity to create a link on social networks as well. If the material posted on the blog is very good, it will also be shared by others on social media, thus attracting even more traffic to the site and greater engagement from the target audience.
• At the same time, the blog article can be used as material for a newsletter. Sending an informative email once a week to those interested in your business brings great benefits for the brand and for maintaining interest in the products and services offered. Including an interesting text in the email, besides promoting the business itself, can bring additional traffic to the site and, therefore, greater visibility for Google.
The advantages of owning and especially maintaining a company blog are multiple. The benefits are not only immediate financial ones but have complex implications, from brand awareness to gaining trust.
The company blog is not a trend; it is a necessity that more and more managers and companies, regardless of size or offline experience, are realizing. Large companies have already adopted this trend and own some of the most visited and commented blogs available.
More about these in a future article.
