by Mike Maimone | Mixed Media & Design, Inc.
Business owners do not like blogging.
Since many of us already wear every hat – from CEO to janitor – in running the business, we don’t want to waste time writing about our business.
That’s understandable. I procrastinated writing this blog post, because I’d rather focus on… literally anything other than blogging.
So I’m on your side. I’m a small business owner, too. Most of us put up a website and call it a day. The more tech-savvy of us might embed our Twitter feeds or Facebook timelines, because those platforms are quick and easy, and we figure that’ll keep our site fresh with new content. We assume that a quick social media post will get the word out about our business, and blogging is irrelevant or unnecessary.
But we’re wrong.
There are many reasons why blogging is still very relevant, even essential for digital and content marketing in 2019 and the foreseeable future.
Here are five:
Blogging is without a doubt the most successful content format on the web. Rand Fishkin at moz.com recently listed 10 Types of Content that Work Best for SEO. Written content occupies the top three positions, with ‘Blog Posts’ topping the list.
The written word is the easiest content for search engines like Google to analyze, index, and rank. While images and videos might be attractive to humans, search engines analyze websites for things like keyword density. A well-written blog post is the best way to alert search engines that you have something credible to say on a particular topic. This will help your site rank higher, provide value to visitors who are now able to find you, endear them to you since you have provided value, which eventually leads to more customers.
2. Branding Reinforcement and Staying Ahead of the Competition
You can’t filter a blog post like you can an Instagram photo or video. This level of openness might be daunting, but if you are good at what you do, a blog will set your brand above your competitors where it belongs. The fact that you can’t filter or use “movie magic” on a blog gives you a valuable opportunity to be yourself. And that’s what sets you apart from your competitors. Blogging lets you demonstrate what you know your brand to be.
3. Source of Content for Social Media Channels – Not the Other Way Around
A well-organized blog can provide a treasure trove of information for you to link to on social media. And those blog posts live on your website alongside your contact form, surrounded exclusively by information about YOU.
The point of tweets and posts is to drive traffic to your site. Social media is inherently distracting and ephemeral. We don’t want our customers bouncing off our 2-second tweets and Facebook posts and falling down a rabbit hole of their friends’ vacation pictures and the latest viral memes. Instead, we can welcome them in with an excerpt from one of our useful blog entries, link them to our websites, where they are greeted by more long-form content that they can really use.
4. Gives You Credibility & Builds Trust
When you post relevant and useful information to your blog, customers see you as more than just a marketing machine trying to sell something to anyone who will buy it. Your blog content becomes part of your unique value and relationship-building process.
5. Get to Know Your Customers
With website statistics, we can watch which blog posts get the most attention, get a better idea of what our customers are looking for, and what we should give them. Depending on the industry, we can take it a step further with comments enabled on our blog posts – building a community for discussion surrounding our products and services, again allowing you to take control of your brand management.
Even if you’re still a ways off from launching your own blog, hopefully this will convince you to see blogging as a modern marketing tool and not an outdated relic of the 90’s (along with Netscape Navigator and Geocities).
If you’d like some one-on-one coaching on blogging, newsletters, social media, or you’d like an opinion on freshening up your website and online presence in general, please contact me at (440) 813 – 5376 or [email protected].