Five Reasons Your Small Company Needs a Blog

The business benefits of blogging are so compelling that organizations who avoid blogging due to the perceived effort and expense may very well be penny-wise but pound-foolish.

Five Reasons Your Small Company Needs a Blog
According to a recent research, roughly 60% of businesses now have blogs but only about 36% of companies actively maintain them. Why don't more businesses build and maintain blogs? Primarily because it's hard work. It takes not-insignificant time and effort to continuously come up with new topics to write about, research and draft blog posts, and then optimize and promote them.

And in some cases, companies simply don't have the skills internally to create and maintain a professional blog. That means the work has to be outsourced, with the attendant management effort and expense.

But the business benefits of blogging are so compelling that organizations who avoid blogging due to the perceived effort and expense may very well be penny-wise but pound-foolish. Consider these five reasons for developing and committing to actively maintain a blog:

  1. Blogs are great for attracting traffic from search engines. Companies with active blogs have an average of 434% more indexed pages than those who only maintain static websites. More pages means more content and more opportunities for buyers to find you when searching.

  2. Blogs are great for lead generation. Consumer (B2C) companies that blog regularly see an 88% increase in median monthly leads and B2B companies who blog see a 67% increase in median monthly leads.

  3. Blogs are the core of a social media strategy. Success on social networks like Facebook and Twitter requires having compelling, informational (not directly promotional) content to share. A blog is the natural home for that type of content. And blog content is far more likely to be shared by your customers and prospects than is your promotional product information.

  4. Blogs are flexible. They make it easy to share not only text content but also video, photos and infographics. Of course, you can share this type of content on almost any social network, but basing it in your blog attracts subsequent social media and search visitors who can then potentially be converted into leads.

  5. Blogs are cost effective and an appreciated asset. Blogs are the single most important inbound marketing tool, and leads generated from inbound marketing cost less: the average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). And while blogs generally don't produce big results overnight, they definitely produce results over time. The longer a blog is actively maintained, the more authority and credibility it will have with the search engines, and the more content it will have for the search engine to rank.
With modern platforms like WordPress or Blogger, and low-cost hosting, a business blog is inexpensive to set up and launch. It will take time and effort to maintain, but as noted above, that investment is generally well worth it. Given the compelling benefits, businesses that don't blog or perhaps have a blog that's slipped into inactivity, may want to give regular blogging serious consideration.

About the Author

Tom Pick

As an independent digital marketing consultant and through partnerships with marketing and PR agencies such as KC Associates, Tom Pick helps clients increase their visibility, credibility, and business success online. His award-winning Webbiquity b2b marketing blog covers B2B lead generation, web presence optimization, social media, interactive PR, SEO and search engine marketing.

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