Generally, lot's of people don't know, or misunderstand, what a blog is and what blogging is. So what is business blogging and why should companies blog?
What is business blogging?
Business blogging is about creating relevant and engaging short-form content. A blog post is posted to your .com/.xx's blog, where you house all of those posts. For example, you are currently reading a blog post, a piece of short-form content that has been posted on a blog.
It's important to note that when you do business blogging, your blog posts should be about a particular subject matter related to your business or industry. Moreover, it should speak to the reality and needs of your personas and target groups.
Business blogging is also about your business visibility online, your ability to be found and seen online. This can mean that your business pops up in Google and other search engines, in offsite communities (a.k.a. social media), on third party blogs, etc. Business blogging is a relevant and prioritised way to help the interested and to get your business out in front of people looking for answers.
Business blogging should be personal - i.e. have an identified author - and be a prioritised touch point for your business that actively supports your business purpose and objectives. It should do so by driving traffic to your .com/.xx and by providing opportunities covert visitors to contacts and leads. Or as my colleague Stellan Björnesjö said a while ago: "Your business blogging shall initiate conversions that drive more business"
Why should companies blog?
Zooma's Chief Analyst, Martin Olausson, passed me when I wrote this post, and I asked him why companies should blog. His answer was: "Business blogging is crucial to be able to attract the interested".
I think you should use business blogging to get your business more online visible but that should't be the mission of your company's blog, it should be a consequence. The mission of your blog should be to answer questions, provide advice and share knowledge that is relevant to your target groups.
That way your blog posts will increase the possibility to be found through search engines when your target groups are looking for answers.
Furthermore, every time you post a new blog post you create a new page on your .com/.xx which increases your .com/.xx's authority in the eyes of the search engines. So, when you publish a relevant blog post, you create one more opportunity for your .com/.xx to rank in a search engine's result page and appear for the queries people are entering into the search field.
So when someone asks Google or the other search engines something, hopefully one of your blog posts will show up! You can apply this logic to your whole online presence and your prioritised online touch points.
Also, every time you publish a new blog post, it's yet another opportunity for everyone internally to share that post in their offsite communities. And for your business it's excellent content for your offsite touch points such as LinkedIn Company Page, Twitter, Facebook, Xing, Viadeo etc.
Business blogging is also a cost efficient way to create opportunities to get your company found by the people that you want to find it, so you can generate new contacts, leads and customers for your business.
Benefits of business blogging in summary, it:
Increases traffic to your .com/.xx and works closely with search engines and social media to do that.
Is the prerequisite to convert that traffic into leads. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. Add a lead-generating call-to-action to every blog post.
Helps establish authority. The best business blogs answer common questions their leads and customers have. If you're consistently creating content that's helpful for your target customer, it'll help establish you as an authority in their eyes.
Drives long-term results.
PS. A fun Fact. About 71,5 % of Zooma's traffic to our blog and our .se each month comes from posts that weren't published that month.
Do you think this sounds interesting? In that case, inbound is the marketing methodology for you. Do you want to know how to get started?
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Asks a lot of questions, and knows what to do with the answers.