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Should Businesses Keep Blogging?

This is a guest post by Savannah Marie, a writer and online marketing enthusiast. She is the editor of her blog, Mixios, which focuses on online marketing, social media, and business.  

New business blogs keep popping up on a daily basis, and if you don’t currently have one, or perhaps haven’t contributed to yours for a long time, you may be under the impression you’re already so far behind compared to what competitors are doing that it’s not even worth your time to maintain a blog.

As you’ll soon see, however, even though the Internet is teeming with blogs, that doesn’t mean it’s not possible for yours to stand out. Also, don’t feel discouraged if your readership is not as large as you’d like. Some businesses have gone through shifts so they primarily use blogs as methods of communication for dedicated groups of employees or clients seeking very specialized information, instead of trying to reach the masses.


Take an Integrated Approach


There has been some speculation that blogging is dying out and being replaced by new forms of media. While you shouldn’t overlook emerging possibilities, don’t forget how blogs can be viewed on a variety of platforms, ranging from smartphones to tablet devices.

Make your blog more visible by incorporating it into any other promotional techniques you rely upon. One of the great advantages of a well-maintained blog is it doesn’t have to be very costly to run. Theoretically, you could attract new customers from all over the world, especially if you take time to learn more about topics that interest both current customers and potential clients, and spend an hour or so writing about them each day.

It only takes a few seconds to share blog posts on platforms such as Google+ and Twitter, meaning even if you’re more intrigued by newer marketing methods, blogging can still play a role in helping attract customers in various arenas.

Offer Specialty Content


Earlier in this post, an idea was proposed where businesses may choose to target smaller groups of individuals with content. One great way to do that is to write content that’s so unique to your business, it couldn’t be found elsewhere. For example, if you’re a manager at a luxury rehab center and want to help clients know what to expect, you could give them access to a blog in which fellow clients offer insight to others about their experiences.

In your marketing materials for the treatment facility, you could elaborate about how individuals are given the chance to express themselves in ways that help others and offer therapeutic outlets. That approach may appeal to loved ones who are searching for reputable facilities that help people dealing with addiction. Even if family members never read the blog contributions, they’ll likely feel comforted knowing your center offers that option for internal communication.

Use a Blog as Your First Way to Spread News


Another advantage of blogging for businesses is it offers a way to share news with interested persons almost immediately. Press releases take time to format correctly and video clips can take a long time to create, but blog posts allow you to use a tone that fits with your business’s image and also plays into a person’s natural desire to get current news just minutes after it breaks.

Residents of some communities have even used blogging to bounce ideas off of each other, specifically in terms of things that need to be improved at the local level. Draw from their inspiration and consider using your business blog as a way to ask readers how they’d feel if your company got involved with a local charity. That could be a good preliminary action if you’re getting ready to announce your involvement in such an outreach, but first want to be sure the move will be well received.

You’ve just read about a few reasons why blogging is far from a thing of the past, and has many uses that might not have yet crossed your mind. In order to get noticed in the crowded blogosphere, it’s essential to set your sights on measurable goals and evaluate how blogging can help you meet them.