Every business, large or small, has a wealth of information about their products, services and how they benefit customers. Today customers and clients really want learn as much of this information as possible before handing your their hard-earned money.

Blogging is one of the best platforms to communicate this information and share stories of how you help the community, how customers use your product in creative ways or build success with your services.

While it’s hard to gauge the financial benefits of blogging, it promotes your business in many ways:

  1. Establishing your company’s voice and brand. Your blog can develop a highly professional, knowledgeable — and human — voice for the business. By promoting your brand with conversational and approachable language, you’ll establish trust. A great example is Stonyfield Farm’s blog.
  2. Hearing directly from your customers and clients. Blogging is a great way to create a dialogue with your customers. It’s a space where readers can easily comment on your articles, thoughts and ideas; they can also share stories and pictures about their experiences and successes. One of my favorite examples is Sharpie’s blog, where customer’s artwork created with their markers are showcased.
  3. Becoming a resource for customers and clients. By writing about what you know — your area of business — you’ll establish yourself as an expert in the field. Readers will return to your blog again and again to learn. Eventually, many “repeat readers” will become customers. People Impact Practices’ blog about leadership exemplifies this.  
  4. Marketing yourself for little cost. Blogging is inexpensive and there are many important benefits. You can introduce new products, showcase successes and help spread great publicity.
  5. Creating an online presence. Search engines prefer sites that are regularly updated, so blogging gives your site’s ranking a boost.

Creating and maintaining a great business blog is hard work, but the benefits mean it’s worth the work. With a bit of planning and some time spent writing, your blog will add value, strengthen your brand and increase profits.

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