I have had the opportunity to talk with both local and non-local companies/organizations about social media. When the subject of blogging comes up, the same question always seems to arise... "Do I really need to blog, though?"
What it comes down to is this. If you own or manage a company or organization, you have an expertise and knowledge to share, and there are many benefits that come from sharing this expertise with your customers, listeners, etc. It's as simple as that. In this article, I have compiled some tips from a couple of different blog articles on why you should blog (or the benefits of blogging) and what you should blog about.
So... what is blogging? "Blogging is essentially 'earned media,' or a chance to let entrepreneurs get to know me by sharing my thoughts online with complete transparency."
Why should I blog?
- Become the expert. Be the thought leader in your industry.
- Build customer relationships. By focusing on customer needs and not selling, you can build relationships and trust. Blogs are a fast way to join the customers' discussions, provide tips and insights or receive feedback.
- Knowledge management. Readers can find valuable information they need, and company reps can use the blog as a resource with customers/readers
- Rank high in search engines. Search Engines reward sites that are updated often.
What you should blog about:
- Define your target audience. Who do you want to build a relationship with?
(Customers, partners, suppliers and your broader industry as a whole.)
- What kind of information will your target audience find valuable?
- Find your niche. Try to talk about something that is differentiated from what other blogs in your field cover, even if your approach is just slightly different or new.
- Be passionate about what you write. Make sure the topic is something that youll have a passion for writing about on a regular basis.
- Keep up your blog. If youre not going to keep up with your blog, you shouldnt start one in the first place.
How to create something people will want to come and read every day:
- Be authentic Use your own style and voice. Dont try to be someone else.
- Be transparent Be willing to talk like a human being, show feelings and a point of view.
- Get inside your readers minds - Each time you present, you need to think about who is in the audience and what they want to hear.
- Solicit feedback Ask people what they want to read about and then cover those topics.
- Dont be offensive or take public risks Dont be too extreme with jokes and comments.
- Have fun Make writing fun, if writing becomes a chore, it will show.