Irrespective of the size and nature of the business, building and maintaining a quality blog should be considered mandatory. It’s no longer simply a case of regarding a blog as supplementary to more important digital assets. If anything, a blog is just about the most important digital asset the modern business has at its disposal.
But what is it about blogging that holds such extraordinary power and value? Why should businesses invest as heavily as necessary in the creation and maintenance of high-quality blogs?
For seven very important reasons, which are as follows:
First up, every business needs quality backlinks, but earning them organically has never been easy. In the case of a blog however, the consistent production of relevant, engaging and unique content is almost guaranteed to result in backlinks appearing all over the place. That is, just long as the content you provide is up to scratch.
These days, the average customer expects to see far beyond the façade of the brands they do business with. They want to see and hear from the people behind the scenes, know what makes your company tick and feel as if they’re a part of what you do. A blog gives you the perfect opportunity to achieve all of this with relative ease.
One of the best things about blogging is the way in which it levels the playing field for small and large businesses alike. By its very nature, blogging is comprehensively affordable and within the means of businesses at all levels. If you’re genuinely the leading authority in your niche, you stand every chance of carving out an invaluable reputation by blogging.
It’s no longer sufficient to simply provide your customers with a decently presented and informative website. Instead, you need to provide an all-round resource of the highest quality, packed with information relevant to their interests and priorities. Regular news updates, industry developments, tutorials, instructional guides and so on – all the kinds of resources than nurture priceless loyalty.
A blog also provides you with the perfect platform to boost your customer support strategy. For example, if you detect certain common questions or issues from those who contact you, why not address them publicly in a blog post? Provide your customers with the means to help themselves and they’ll most likely be back for more.
Blogging gives you the opportunity to focus on brand differentiation, through the creation of a voice that separates you from the competition. While it’s somewhat difficult to create an entirely unique web asset through static content alone, a blog provides limitless scope for establishing your brand as unique in its field.
Last but not least, the value of genuine audience engagement simply cannot be overstated. If you can generate discussion among your readers and site visitors, you’re golden. With a blog, it’s simply a case of allowing public comments, inviting guest contributions and generally involving your audience in the conversation. The perfect opportunity to drive engagement and loyalty.
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