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Posted: 7/22/2013
Is Blogging Worth The Time?
By pam
You're busy - you've got a company to run. Who has time to sit down and write little essays on a regular basis? What is there to say? Just about every website has a blog these days, though. Is it that important to keep up with the competition?
What You Don't Need A Blog For
Your website pages are meant to advertise products and services, tell about your company, and solicit sales. That's what competitors do, too. However, your competitors have also turned to Facebook, Twitter and other social networking systems to get the word out about their company and increase online presence. You must keep up. So isn't a blog redundant?  What can it possibly do that these venues can't?
Reaching Out In A Meaningful Way
Use your website for sales information and to announce news about your company and its products or services. Website = Advertising. The social networks are limited to a few short sentences - little more than a blurb, that can be shared from friend to friend and hopefully go 'viral.'   Social Net = Marketing. 
Blogs are the venue of choice for imparting knowledge on related subjects, putting forth general questions, mulling over outside news or regulations that may affect your industry, and asking for consumer opinions. Blog = Town Hall Meeting. It's the place for customers to learn about your expertise, and to develop a reader relationship with a foundation rooted in personality, not  sales pitches. Readers will come back often if the content is a) helpful and b) refreshed frequently with new information.
In an isolated medium like the Internet, in a modern culture that has become increasingly impersonal, blogging brings people together again in 'communities' of targeted interests. It is the 'warm, fuzzy feeling' that customers have been missing.
So Let Your Light Shine
Be who you are. Tell what you know. Share what you care about. Ask for the exchange of ideas. They are so enriching! Get to know your customers. As they get to know you better, they become more likely to be loyal clients.
Share your expertise about your industry.  Post interviews with experts on related issues, or include guest writers. Let people know about upcoming issues.
Increase Search Engine Ranking
Each time you post a page on your website, it adds to your ranking. That alone is a good reason to take the time to write on a regular basis. As you post articles on items that are commonly queried, you get more Internet traffic, too.  Others may cross-link, picking up your blog on a regular basis, and talking about it on their blogs. Word gets around.
So go for it. Try it out. Slow at first. Maybe ask some questions and see how your audience responds. Let me know how you do!
~ pmeek
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