It’s no secret that the social media scene has exploded over the last year or so and the blogosphere is no different. It seems like every Tom, Dick, and Harry are blogging their thoughts to the world. But beyond personal blogging, companies often wonder if they should have a corporate blog as well. Many companies ask if it’s really that important to embark on such an initiative – I mean, who will read their blog and what value will it really add to their business?
Well, I’m glad you asked! Companies can greatly benefit from starting a blog and joining the conversation because, guess what?, that conversation is already out there and it’s going on without you! Whether it’s about your specific industry, line of products/solutions, or even just your general geographic area, you should be there showing these online communities what you have to offer. This kind of contribution helps establish your company and its executives as thought leaders in your area, but even more importantly, it shows that you’re listening to what’s being said beyond your own little corporate bubble.
As I’ve noted before in my posts The Key to Social Media: Balancing Observation with Participation and Using Social Media to Generate Leads, with social media, more so than anything else, you have to take into account what everyone else is saying in order to make the most of your contributions and get others to observe you and take account of what you’re saying.
It seems questions about whether or not blogging is advantageous have been floating around a lot recently and now there are some great statistics to prove my point. HubSpot recently found that active business blogs draw 6.9 times more organic search traffic than non-bloggers. It’s no secret that having a blog can increase your SEO, especially since the blogging culture itself encourages cross-linking between posts, but what’s the catch? That little word “active” is the key. If your company doesn’t have the time or resources to devote to blogging at least once a week, then perhaps it’s not your time. While blogging is fun and certainly beneficial, it’s also work.
Maybe you’ll want to find the missing time and resources though since it’s been found that blogging business experience 126 percent higher lead growth than non-blogging businesses. It’s also interesting to note that a 2008 research study by Cone found that 93 percent of social media users think companies should have a social media presence with 85 percent believing companies should also interact with its community via social media.
The benefits are clearly out there, so get your company to jump on the bandwagon and join the conversation!