Blogging is one media tactic that is more commonplace for businesses as they look to build their brand and connect with customers. Blogging is no longer a new phenomenon that only the tech industry and a few forward-thinking companies utilized as a part of their marketing strategy. It is becoming a, wait for it, fundamental part of business communication to their external stakeholders. You can see that here under item 9 that 62% of companies were looking to blog in 2013, however, only 9% have a full-time person dedicated toward developing and posting the content. That is staggering to think about and shows that while the acknowledgement is there from business, their actions shows that they are not willing to provide the necessary investment to make the blogging a truly valuable commodity for the organization. Corey Eridon of HubSpot gave 4 reasons why business blog:
1. Increases traffic to the company website.
2. Help turn traffic into leads.
3. It helps establish authority.
4. It drives long-term results.
Below is a chart outlined by Eridon that graphically represents each of the four steps above.
Business investment in blogging is investment in their customers and the results of the organization. Customers will appreciate the thought leadership and engagement and can instantly spread that knowledge to others with a few clicks on their device. The more shares the blog has, the more you see #1 above come to fruition.
The integration of blogging as a means of business communication is more fundamental to the overall marketing plan than ever before. Customers have made the use of communication tools like blogging mandatory as organizations look to connect in ways that their consumers demand.