A blog increases your engagement with customers and other stakeholders.

Today’s online consumer behaviour demands a business blog for maintaining an online presence, winning customers and even standing out above the competition. There are many benefits that come with blogging in this era of digital marketing.

You don’t have to spend much of your time on the company’s social media, instead spend time developing content for your blog. It’s a matter of time that your blog content (articles, videos, podcasts etc.) will make your social media fall into place. Whatever blog content you develop, make sure it features effectively on your company’s blog.

Any company selling a product or service needs a blog. Many managers and entrepreneurs always wonder whether a blog is necessary. The answer is find out how others are benefiting from blogs and you will realise just how much you are losing.

 Take the lead: A blog presents your brand as a leader in your field. Addressing the issues in your industry through written posts positions your company as an expert in that specialization, showing the audience that you’re authoritative. Assume you are the consumer and you are looking forward to getting a certain kind of a service or product, you want to deal with the most knowledgeable and experienced people, right? Then that’s how you should look in the eyes of your potential customers when they click on your blog.

As a blogger, you don’t need to be up-to-date with the latest news in your industry (although that’s one tactic). Just share knowledge and expertise that you hold, most importantly be yourself. It could be an opinion about an issue in your company, solution to a problem you have seen at work or just answers to frequently asked questions from the clients. All those are ideas you can create your blog post from and take the lead in your industry.

Juice up your organic search: New content is good for search engines. If you are a frequent blogger with fresh content that includes your SEO keywords and its well optimized for search, your SEO ranking is bound to get better than having just static content on your website. With high-quality SEO content on your website, you don’t have to pay for Google ads or sponsored links, people will visit, comment and share your content freely. It’s not an overnight strategy more so when starting from scratch, but stick to it! Blogging is power. Original content boosts your SEO ranking, and the content belongs to you, not to social media.

Content boosts your social networks: When you set up a blog, you share your content on social media which in return it starts providing value to your followers. It’s one of the strategies to engage and gain active followers on your social media sites. You have your business information on your fingertips hence the need to share your expertise and knowledge in the conversation. Put it in writing, video, or in a podcast and start sharing it.

Also See >> Seven easy steps to build a strong online brand

When you post on your blog, you get informative built-in materials to share on your social media handles and when your followers like and share your links, you start enjoying the results from your social media marketing strategies. Start creating your own viral content and take your business to the next level.

Bottom line: Focus on keyword rich blog posts and wait to see the results. It will be an investment that will pay off. If you are positioning yourself from the usual competitors, capture the attention of your target audience and your business will never be the same again.


Bernard Muiru is  the Digital Marketing Officer at Kilimall International. Email: [email protected]

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