Prestige, position and sales – up! That is, why a company blog
Imagine a 24-hour, open seven days a week conference. Anyone can come to it with a cup of coffee, a blanket and in comfortable, homey attire. The speakers are experts explaining key issues – from different sides and perspectives. But no – you don’t have to listen to everything at once! Everyone makes his own choice. He chooses what he wants to delve into or learn about. And now let’s imagine that the whole mega-conference is about our company, products, services and thematic references. And of course, this is just a sketch of one of the many options of what constitutes owning and operating a company blog.
A mine of knowledge – building trust
Every way of building and strengthening a brand is a kind of contact and relationship building with the customer, or rather, the recipient, who is a potential customer. In addition to quite clear in terms of the purpose of advertising or offers, there are more discreet ways of marketing. One can even swap the word “beside” for “over”, as numerous studies and compilations (published, for example, on hubspot.com) show that the blogging form is simply more effective. It sometimes leaves behind simpler forms of communication with the viewer, then the customer, and then – assuming a positive experience – promoting the brand.
It is also worth mentioning that, in general, this method is simply cheaper. Even if we outsource its implementation to an external company. Running a blog, on the other hand, is definitely a long-term investment. You have to wait for the first visible results. The best situation for the company is to conduct a diverse marketing effort on a consistent basis.
Traffic improves the condition of… company! – let’s get found
The SEO benefits of blogging cannot be overlooked. There is no doubt that sites with longer, constantly updated content are more easily found by Google. And often it is in the search engine that the path of a viewer looking for answers to his questions begins.Obvious, and therefore relatively easy to overlook, is also another fact.Alink to the blog, where we have published further content, is even a ready-made post for Facebook, for example.From user manuals to more distant contexts includedOften company blogs are mainly about the product offered by a particular company. They contain extensive information, enriched, for example, with various instructions, including user manuals, both in the form of textual and audiovisual material. The content often shows the product from the widest possible variety of angles, providing answers to potential customer questions and problems. In general, they contain information that closely relates to the offer, complementing it with details. So, without a doubt, the company blog is a source of information about the product. But not only that. Its contexts – everything that can or could relate to it – become important.In the system of marketing activities, the company blog occupies an unquestionably important place if you want to build actual trust and be considered an expert in your field. Because expert content is usually what it’s all about.So the material posted should be well, thoroughly developed – valuable, substantive content is certainly key. There is no room for unreliable sources, or overly personal takeaways on topics unrelated to the industry (Pliny Sutor, ne ultra crepidam). But even here there is a “but”…. Well, in addition to a kind of database, a mine of information, a company blog testifies to the company’s strategy and ideas. Thus, it is a great space to present not only the object of activities, but also their subject – yourself. For many reasons, storytelling is the golden means to present, both one’s company, products and services. A broader concept than one might think. One of its forms, perhaps the most assimilated, is to conduct the narrative in a slightly more personal way.
Empathy and emotion – the psychological side of the power of a corporate blog
Any marketing activity requires identifying and knowing the audience. In terms of running a company blog, this seems to be an elementary activity. To be able to give an answer, you need to know the question. It sounds trite, but trite it is not. First, you need to get to know your reader, be more of a conversation partner for them than a service seller. The more we get to know the reader, the more accurately we are able to guess, or read, their concerns, needs and interests. And the better we read them, the more accurately we can, not only meet expectations, but additionally anticipate them, or simply accurately shoot the range of topics we can later blog about. When the relationship is alive – the range of topics is systematically enriched (which, after several months of publishing texts on the blog about the product, can prove invaluable).
On both sides of the screen – the company blog
All the issues raised so far relate to activities – messages aimed at the recipient-customer, or relate to the brand, that is, the company. And this, too, is created by people. If, as entrepreneurs, we boast of hiring great specialists in the industry – let them prove themselves. This type of activation affects the development of employees, stimulates their commitment and creativity, which in turn undoubtedly affects the sense of satisfaction. Communication with customers enriched by the possibility of receiving feedback, for example, by allowing the posting of statements of customers-readers, can undoubtedly positively affect the development of the brand, or its specific product. It is important to remember here that the more constructively we accept criticism – the better for us in the end.
