Is it worth blogging for business?

Should you be blogging for your business? Even if you’re a small company?

Why yes, yes you should.

Here at Peak Design we often get asked by business owners, small and large, whether it’s worth blogging or not?

Poor old blogging has a knack for being misunderstood and it seems like some people have given up on the idea before they’ve even started. Some business owners, especially the ones running newly launched companies, struggle to see how blogging translates into customers and return on investment.

Plus, if you want to do it properly, then blogging is quite a time consuming task — it can be a chore to write about a different topic every week, especially when you have a demanding, full-time business to run. You can see why blogging gets left to the bottom of the to-do list. 

Social media marketing is different from traditional forms of marketing and we encourage all of our clients to start thinking about blogging and social media marketing with the bigger picture in mind. It’s not just some fluffy task that can be done on a whim — it requires thought, strategy and maintenance. And if it’s ROI you’re worried about, then don’t worry because it will pay you back — just in a different way.

Long-term, soft-sell approach

Organic traffic is often spoken about when it comes to blogging, and you can think about it being organic in more ways that one. Blogging is a little like tending a garden — it’s a regular task that you must do if you want your plants and flowers (website and business) to flourish and to look appealing to passers by. If you forget it for a month then it soon becomes apparent and things start to look a bit lifeless. Then the bees (the search engines) stop visiting and buzz off to go and pollinate someone else’s garden (a competitors website).

Blogging is a long-term, soft-sell approach that does a lot for your company reputation and brand awareness and yes, branding can be difficult to measure, but that doesn’t mean you should ignore it. If you want to succeed with your online marketing attempts then blogging is one of those key things you really can’t afford to ignore.

Blogging can help you:

1. Add personality to your brand
2. Build up trust with your customers and target audience
3. Position yourself as an expert in your industry
4. Promote your products and services
5. Generate leads and business
6. Tackle important issues and customer Q&As
7. Publish your own PR
8. Bring traffic to your website

That last one got your attention didn’t it?

Yes, it’s true blogging does wonders for your SEO, especially if you’ve included a few keywords and are providing something of real use to your readers — your blog should be interesting, engaging, entertaining and should represent your brand personality.

Google is constantly looking for fresh and unique content and if your blog posts are regular and relevant then they should show up on search engines, bringing you new traffic and helping your rankings.

Your blog should be your anchor when it comes to social media — use it to drive people from social media to your site where all your lovely products are. Every time you create a blog post you’re creating content that people can share over their own social media channels to their friends, which helps to promote your business to a new audience and potential customers. It’s worth remembering: we are strongly influenced by our peers.