We spend a fair amount of time writing, editing and posting blogs for a variety of clients, as well as our own K2M blogs. Some clients want weekly blogs, others bi-weekly and some monthly.
Blogging takes a lot of work. Is it worth it? What does it accomplish?
There are few disadvantages of blogging, other than the time that it takes to write, edit and post.
But the advantages are pretty significant:
- Sharing your vision with a wider world. You control the message when you create and publish a blog. This means you can write about a whole variety of issues, whether it’s your mission, aspects of your business or the products your offer, a current event that is applicable to your line of work or even something that just interests you. Not every aspect of the marketing world is totally in your control, but you do have power over the messages you create.
- Sometimes more is more. Tweets can only be 140 characters. Facebook allows you more space, but only about a paragraph at a time will appear. A blog can be any length you want. This gives you time to delve into more complexities and nuances, whether it is explaining a new tax law, a novel treatment protocol or the intricacies of purchasing or selling items from clothing to houses.
- You become the expert. Your potential and actual clients and customers turn to the internet for all sorts of information and advice. If they already have a relationship with you or are considering becoming your client or customer, then you are a natural place to point and click to get useful information. Your website then becomes a respected resource.
- You draw people to your website. You spent time and money creating your website. When you offer useful or even entertaining writing and then link it to your social media accounts, your encourage people to visit your website. They may even check out previous blogs or whole other sections of your website. You can utilize analytic tools to determine the actual traffic patterns on your website, how much time is spent on each page and even the order of pages that people visit.
- Google and Facebook like original content. Google is becoming a more and more sophisticated search engine. One of the key components of the Google algorithm (what makes you findable in a search without paying for Google ads) is creation of new content, content that does not appear in other places. And Facebook is beginning to follow suit. Just because you have a great website doesn’t mean that people are necessarily going to find it or look for it. But if you publish a blog, especially on a topic that doesn’t have a lot of other people writing about it (like not March Madness!), you can often be on the first page of Google searches.
So, if you’re not blogging, why not? And if you are, are you blogging enough? Do the topics and writing draw people in? Despite the ubiquity of blogging, it is an art and it needs constant refining to maximize effectiveness and reach.
We are happy to help you blog your best.