Does your business need a blog?

I am a writer at heart. As a kid, I published my own family newspaper using our first computer. I wrote pages and pages of ridiculous stories (including original illustrations) for no one in particular. I checked out so many books at the library, the staff knew my name. For me, writing is a passion and a blog is an outlet.

Yet, that’s not why I blog.

I publish content on my website for two very important reasons: to connect with you (the reader) and to grab the attention of search engines (oh hey, Google). So, while I can’t offer a straight “yes” or “no” to this post’s main question, I can offer the following points for you to consider.

• Blogging can establish you as an expert
  If your posts offer accurate, helpful and clear information, then blogging has the potential to establish you as an expert in your field. This can give you the necessary edge in a tight market, close leads and build your reputation.
• Search engines like it.
  If you want to improve the performance of your website, then you must produce content. A well-written, strategically keyworded blog is one way to up your inbound marketing game and increase the value of your site. The search engine algorithms used to rank sites heavily consider content creation. Those that produce fresh material populated with the right metadata receive a boost.
• It’s a communication platform.
  Have a new service? Need to explain how your products work? Want to share a case study or your company’s unique benefits? An original, authentic blog is the perfect platform for you to communicate to your target audiences all the reasons why you are the best at what you do.
• Blogs feed hungry social channels.
  If you have social media channels, then you know it can be daunting to keep them populated with content. A blog is the perfect solution for this: once you publish, be sure to share the stories across your social sites to attract new followers, increase your online search discoveries and improve your web traffic.
• It’s humanizing.
  Blogging is one form of storytelling. Today’s consumer wants to connect with a brand, not just purchase goods. Tell your audiences stories about your company, what you offer and your benefits, and you’ll become more than just another pretty logo.
• Cha-ching: Blogs can be monitized.
  Surprise! If your blog gains enough traction, you can monetize it by selling ads, writing product endorsements and more on your site. This adds a new revenue stream to your business.

These are the primary reasons why I blog. Know that if you choose to start a blog, considerable effort will be required of you to continually research and produce new content. You also want to ensure you have a solid, informed writer working on your behalf. If you don’t have a skilled writer on your team, don’t be afraid to outsource.