Since 1997, when Jorn Barger first coined the phrase ‘web-log’ (later shortened to ‘blog’), these online journals have transformed the way in which we learn and interact online. Beginning as more traditionally styled news sites blogs were initially difficult to setup, leaving them in the realm of computer programmers until platforms such as LiveJournal and Blogger made blogging accessible to anyone with an internet connection and a desire to write (Chapman 2011).
These days over 392 million people read wordpress based blogs alone (Wordpress 2012) and these sites have become a staple of many people’s information diet. Therefore blogs are fast becoming a central point of contact between businesses and customers, providing expert and relevant information directly from a company to clients and potential clients. So if your still on the edge deciding whether blogging is the right platform for your company here are three reasons why I believe it’s time to set yourself up as the ‘expert’ in your niche, before somebody else does…
Building Traffic
As search engines control what results display in what order it makes sense to work out what Google and friends use to order these results. After all 58.4% of all google search traffic goes to the top three results on the first page.
Search engines decide who gets these coveted top spots by rewarding sites with relevant content. Their algorithms search the text on your pages and decide how useful it is based on keywords, how fresh the content is or interaction with other websites and web consumers.
By creating a blog for your business you can take advantage of this and put your website in front of more potential clients.
Demonstrate Your Point Of Difference
It’s difficult to inject personality into an e-commerce store or a static webpage without coming across arrogant or just plain weird. This is where a blog can really help differentiate your brand. By taking potential customers inside your business or on a journey through product development a company can build unique relationships with clients who care about you because you have shown them how your company is different and unique within it's space.
Create A Vibrant Community
While Facebook and Twitter are excellent for interacting directly with customers a blog offers more flexibility in how you setup and monitor data distribution so as to reach your target audience at the moments when they’re most likely to interact. By using this to advantage your business can build a community who are excited about and happy to share your products with their networks.
So if your trying to find an edge on your competition it may be worth looking into setting up a blog and using it to connect with customers and help shape your unique brand.
Chapman, C 2011, ‘A Brief History Of Blogging’ , Webdesigner Depot, 14 March, viewed 27 November 2012, <http://www.webdesignerdepot.com/2011/03/a-brief-history-of-blogging/>.
Goodwin, D 2011, ‘Top Google Results Get 36.4% Of Clicks’, Search Engine Watch, 21 April, viewed 27 November 2012, <http://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of-Clicks-Study>.
Larkin, C 2011, ‘What Is Blogging And Why Should You Do It’, Exploring……Why And How We Blog, 15 December, viewed 27 November 2012, <http://whydoweblog.com/2011/12/what-is-blogging-and-why-should-you-do-it/>.
Stats, Wordpress, viewed 27 November 2012, <http://en.wordpress.com/stats/>.
Stats, Wordpress, viewed 27 November 2012, <http://en.wordpress.com/stats/>.
