3 Reasons why you should be writing a company blog

Written by Richard Webster

Professional copywriter specialising in B2B copy and content for small businesses and solopreneurs.

28/12/2020

 

“What’s the point of a blog?” You may ask.

Historically (and by that, I only mean about 25 years ago), blogs started as a sort of online journal. They were personal thoughts or diaries of activities.

Fast-forward to the present day, and you find loads of different categories. There are still the original style of personal ones. But, now there are company blogs and niche blogs for every interest. Thanks to Twitter, we also have micro-blogs.

With all that background noise, you may think there’s not much point in you writing a blog for your small business. It’s another task for your to-do list, and there probably won’t be any benefit.

But you’re wrong. There are loads of reasons to write a blog and the benefits you can gain. Here’s my top three:

  1. Increased Exposure

Massive companies like Apple and Nike have equally enormous marketing budgets. They can pay any amount of money they want to get their companies noticed. Small and solo businesses don’t have that luxury. Every penny counts and paying for large-scale marketing campaigns isn’t an option. A well-written and regular blog based on your industry can get you noticed relatively quickly. And it’s basically free.

You’ve probably already got a blog page on your website that you used two or three times when you first launched. Remember those “Hey, we’re here!” or “Some flowers from a happy customer!” type posts you did? Those ones that didn’t get any engagement apart from a few sympathy-likes from your friends?

Time to revisit that page and start using it properly.

  1. Increased Reputation

The one thing all customers have these days is choice. For every product and service, there are many suppliers your customers can choose. Your blog can be the deciding factor in them choosing you over a competitor.

Think about it, when you want to buy something (product or service), what do you do? You don’t go to an unknown company if you can help it. You find one you already know, maybe one you like, and certainly one you trust.

Blogs can guide your potential customers along that “know, like, and trust” journey. By creating informative, helpful, interesting, and engaging blogs, you can build an audience of potential customers. They might not have a need to buy immediately, but when they do, who are they going to? The company that Google threw out in the search results? Or the one they follow on social media which helps them and knows what they’re talking about?

In short, blogs help you establish credibility as an expert in your field.

  1. Business comes to you

And that’s the main reason. If you increase your exposure, establish your credibility, and create an engaged audience of prospective customers, they will buy from you.

How many hours have you spent cold-calling or emailing prospects? And what return did you get from that investment of time? Probably not much. People don’t want to be sold to anymore. They will decide who they buy from.

Buy creating content that your audience loves, you influence their buying decisions.

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How to Write

How to Write

Think about what you want to say, then write it out as if you were talking to a friend. Don’t try and edit it or correct it as you type because you’ll lose the flow. Instead, get everything down that you want to say, then go back and start editing.

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