Why Should Your Business Have a Blog?

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If your business doesn’t have a website, how will people know you are out there? And if your website doesn’t have a business blog, how will the people who find you know your story?

Yes, you can and should share snippets of your story and develop your business narrative on social media.

But social media post are just one piece of your puzzle.

People who find and engage with your content there should be moved to your website or your virtual home.

And when they get there, they should not only find a great looking virtual space, you must invite them to hang out for a while, and you do that with your content, your narrative.

The blog is the heart of your business website. Is the value you give first. It's what makes your site more than a mere catalog of products and services. Tweet Me

7 Benefits of Having a Business Blog

#1. Visibility. Your blog is another platform to stand and wave at the crowd and attract potential customers.

Publishing great quality content from your blog in the world wide web will signal your business as an authority figure in your niche, which will help your organic ranking in search engines.

#2. Story. Your blog is the running log of your business’ story, your narrative. Each post in your blog becomes a piece of that narrative.

Your narrative goes from the origins of the business, the original concept or idea, the core problem you are trying to solve, and the evolution of the business as it grows and gains new insights about itself, its products or services, and the audience it serves.

#3. Solutions. Your blog is the best place to answer questions that have come up in your social media posts, have been sent to you via DM or chat.

In your blog post, you can expand on the solutions you offer and use this backlog of answers and resources as references to point your audience to from your social media accounts.

#4. Personality. Your business blog is another way to showcase your personality and the personality of your business and brand.

For this reason, is a good idea for you, the founder/owner of the business or head of the brand to write the posts yourself. If you don’t feel quite confident with your writing skills, practice does loosen the nerves and strengthens your skill.

You can write the first draft and then pass it on to a copy editor to revise the structure and style of the piece, and a proofreader to catch as many grammatical or syntactical errors as possible.

The main thing is for the post to retain your voice and personality.

#5. Humanity. As we’ve talked about before on this blog, now more than ever businesses are being seen and experienced as people.

A blog is a great way to dive deeper into the very human heart of your business. Again, social media where this humanity is most quickly portrayed, with posts, stories, videos, and lives. But when you manage to capture someone’s attention, interest and curiosity, they will be coming to the website and blog for more.

It might be counter-intuitive, but the mistakes that your proofreader might not catch are a sign of your humanity. Don’t be afraid to show a little vulnerability.

#6. Value. Your blog is the place to shower your audience with tons of (free) value.

Each post should be value-driven. These are the resources you offer, the information and knowledge you’re giving away for free.

#7. Experimentation. Your blog is a great place to put ideas to the test. To experiment with different types of content.

You can gain insight into what your audience is into a wants more of by taking a closer (strategic) look into your blog insights.

Your Business Blog Content 101:

So, the short answer the question of “why should your business have a blog?” is:

“Because no matter your product or service, your business exists to offer solutions, and your blog is the way to keep, categorize and share those solutions for the benefit of your audience.”

You should now see and feel encouraged by the two main “whys” for a business blog: visibility and story.

The challenge for you, as for any other blogger is coming up with creative content, staying true to your authentic voice and piecing together a consistent narrative.

Yes, I want to start a business blog?…but…

Okay, you made the strategic choice. You’ll start your blog…and, therefore, will face the first hurdle: “but I’m not a blogger.”

You don’t have to be a “blogger” to blog, but it’s very useful from a mindset point of view to include blogging as one cornerstone of your business.

What I mean by this, is that while for full-fledged “bloggers” their business is to blog, that’s how they make money… your business is running your business.

Blogging is one key strategy you use to get your business, product or services out there, generating awareness, providing value to people, showcasing your expertise and your commitment to serve.

Let’s make your first steps into blogging for your business simple:

Step 1: Plan Ahead

Don’t rush to set up a write anything without a plan and a strategy. Now that you have a few compelling reasons to do it, let’s take the time to do it right!

What are some of the questions, comments, and concerns that have come up in your interactions with clients, customers or followers on social media?
Are there some questions you can ask them?
What are some topics you’ve seen gaining traction in your niche or industry? From these questions and topics, you can develop a few key pieces of content.
What are your business’ core values? What is your unique perspective, your innovative approach to their problem or your solution?

Sit down and write down all of the ideas that come to mind.

Finally think, how can I tell our business’ story, answer their questions, offer value and provide a solution in a way that feels authentic to the business and the brand?

Step 2: Batch Content

Play it smart. Set a time and place to create content in bulk.

Batching content can be subdivided into separate block of time to:

Research and collect ideas
Set up an editorial calendar
Draft content for the next quarter (at least.) You can use the One-Page Content Planner I talked about in this video.

Generate visuals folder (a variety of images, photos, videos,etc. to go along with your posts.)

Step 3: Re-Purpose

Finally, when you have published a couple of strategic pieces of content, and as a result, the foundations of a consistent and empathetic narrative, you can break that content up in a multitude of ways:

Divide into a series of short social media posts
Reuse as video content (one or multiple videos can be scripted from one piece of written content)
Reuse as audio or podcast content
Longer professional article for an industry journal/publication
Presentation slides (Slide-share)
Interesting Images or GIFs
An ebook to go along your products or services (updated versions of your top posts plus additional resources and tips.)

By taking action with those 3 simple steps to start building momentum and most importantly, confidence in yourself.

As you start generating a backlog of great resources for your customers, traffic to your site and interest in your products, you’ll see the value that a blog adds to your virtual home.

You’ve made the right choice, don’t give up!