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Why should my company care about blogging?

By Lisa Goldsberry

This is one story on the value of blogging. Read how 5 reasons blogging is important, why blogging is worth it, 4 ways blogging can improve your PR efforts, 3 overlooked reasons to blog, and how blogging can attract customers for more.


cantwi-393611-edited.jpg4 reasons you should use this critical PR tool

Research shows there are more than 150 million blogs in the world. Does your company have one of them? More importantly, should you really care?

Even when they do blog, some companies treat their blogs like many people treat a new car: exciting at first, but over time, they stop taking care of it. Once you understand the true benefits of blogging for your company, you’ll realize that you really can’t do without it.

  1. If you want more website visitors, you need to blog.

People use a variety of methods to locate your website. Sometimes, they type your company’s name directly into their browser, but these people typically already know who you are. This doesn’t increase your traffic; it simply retains what you already have.

Everyone else likely finds you through some sort of keyword search. The trick is achieving a good balance between having the right keywords frequently enough on your site to attract the Google bots, but not come off as spammy to your readers. This takes well-written content that your target audience actually wants to read.

Blogging helps to solve the problem. With blogs, you are constantly creating indexed pages that are updated regularly, which provides additional opportunities to show up in search engines. When you do, you drive more traffic to your website. As an added bonus, your blog content will continue to rank in search engines for months or even years. Therefore, just one blog post can keep working for you well into the future.

  1. Blogging helps strengthen your social media outreach.

Your company is probably on all the important social media channels, such as Facebook, LinkedIn, Instagram and everywhere else your ideal buyer personas can see you. However, do you struggle with knowing what to post on your social media pages? Blogging is the key.

Each blog post you write offers a new occasion to keep your social media activities alive and current. Every time you share helpful information with your followers, there’s the chance that they will re-post, re-Tweet and re-send your content to their own networks. This exposes your messages to audiences you might not be able to reach on your own.

  1. When you want to convert more leads, look to blogs.

You may have plenty of traffic coming to your website, but once there, what do they do? If visitors come to your site, look around and then leave, they may as well not come at all.

The purpose of your website is to generate business by acting as a virtual front door. Nevertheless, when people come in, they’re probably not going to take the next step without some direction from you. You can use your blogs to include a call to action. This allows you to collect information for your sales team with no hard sell that turns people off.

Studies show that more than half of companies that blog get customers from their blog. Blogging is also a way for customers to engage with your brand.

  1. Blogging doesn’t have to be hard, especially with help from a PR agency.

Many companies understand the importance of blogging, but don’t do it because of time or financial restraints. However, these areas are negatively impacted if you don’t blog.

Instead of missing out on all the benefits of blogging, let the experts at Axia Public Relations handle it for you. We can show you how to make the most of this vital owned-media tool. Contact us to find out more about our Blogosphere services or watch our webinar Learn Industry-Leading Public Relations Techniques today.

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lisag-new.jpgLisa Goldsberry is a senior blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.








Featured image credit: Creative Commons

Topics: public relations, blog, shared media

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