Why Blogs For Business? For Content That Connects With Customers
What's your take on why blogs for business?
I consider blogs critical for business. In fact, I can't imagine any business serious about connecting with customers being without one. Without a blog, how do you create meaningful content for customers?
How do you start building trust with them?
How do you add depth and relevance to content shared via social networks?
How do you even get found online?
A blog is the centerpiece or hub for your content strategy as well as any marketing you do using social media. A blog makes social meaningful. It's via a blog that you are able to develop thoughts and create meaning for readers. Only through a blog can you build on the thoughts and conversations that others have developed through their blogs.
Furthermore, a blog is how you produce new content on a consistent basis. It's how you develop content around specific keywords, terms and queries your readers have. It's how you get indexed by search engines so potential customers find you when they start searching...
Blog content goes deeper than 140 characters. If done with customers in mind, it allows you to become a trusted resource. Not only can you address customer concerns, issues and questions based on where they are in their buying cycle, but you also get to show your human side.
Blogs protect you from the likes of Facebook which changes at the drop of a hat and can't be trusted to respect your content. They keep evergreen thoughts that vanish in the Twitter stream. They create meaning for your business and your customers.
Blogs invite those interested to subscribe and get to know you. They encourage interaction and conversation via comments.
Blog articles provide you with content that can be reimagined into ebooks and whitepapers, or even perhaps a book as David Meerman Scott did with The New Rules of Marketing & PR. These in turn enable you to connect more intensely with customers who wish to connect with you.
I consider a blog to be the most powerful marketing and communication tool that any business can aspire to. It makes possible content that connects with customers.
Of course, if you don't really care about connecting with customers, you don't really need to worry about a blog.
What do you think about blogs for business?
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Image credit: MediaBistro - Google's Blogger Network Gets A Makeover
