Business Blogging Services and Your Blog
What is the ultimate goal of your business? Many people quickly answer “making money,” but isn’t there more to it than that? Although making money is a central goal of businesses, owners and managers are often gratified when they meet other, more abstract goals. In this piece, we’ll examine common business goals and how blogging regularly can help your company achieve those goals. We’ll then set forth factors you can consider to decide whether to blog in-house or hire a business blogging service.
What is a blog?
A blog is an online tool used to communicate information to people. In the business arena, companies often use blogs to inform existing or potential customers about issues, products, and potential solutions. (Blogs are also used by individuals and entities that want to communicate online about opinions, thoughts, or even just daily experiences.)
In a slideshare, Jonathan Petersen provides a great definition of a blog for people who are unfamiliar with the term:
[A] website consisting of entries (also called posts) appearing in reverse chronological order with the most recent entry appearing first (similar in format to a daily journal). Blogs typically include features such as comments and links to increase user activity.
A person who writes blogs is known as a “blogger” or simply as a blog writer.
Now that you know what a blog is, let’s examine common business goals.
What are some common business goals?
Business goals can be as varied as companies. Certainly, profitability is a central goal of for-profit companies. However, there are many others. Chris Joseph of the Houston Chronicle discusses five common goals of businesses. Let’s take a look:
- sustained profitability
- solid customer service
- employee (and customer) retention
- enhanced efficiency
- business growth
A core aspect of meeting many of these goals is relationship-building. In the past, much of this was conducted through traditional outbound marketing initiatives, described by Brian Halligan blogging for Hubspot as “trade shows, seminar series, email blasts ,  cold calling, outsourced telemarketing, and advertising.”
How does regular blogging help you achieve your business goals?
Today, millions of people use the Internet to find information about products and services they need. Realizing this, more and more companies are turning to inbound marketing.
The term “inbound marketing” involves positioning your business strategically so that potential customers will find you. Methods include building an SEO-friendly website, blogging, and creating a strong social media presence. Just as with outbound marketing, inbound marketing is built on creating strong relationships.
Imagine this: A leading U.S.-based information technology research company has predicted that by the year 2020, 85% of the time a customer interfaces with a company, he or she won’t even talk to a human. That’s less than five years away.
As we are propelled into the digital age (ready or not . . . ), we must prioritize structuring our websites to attract customers and build relationships. Blogging plays a key role in achieving these goals.
Blogs allow us to increase our value to existing and potential customers by providing them with information they need, when they need it. Blogs also give us the means to put fresh content online, enhancing the attractiveness of our websites to search engines (when done correctly). At the same time, blogging helps us meet our business goals: creating profitability, enhancing efficiency, and growing our companies.
Should I blog internally or engage a business blogging service?
Because blogs are easy to set up and have so many advantages, many businesses have started blogging. This can be manageable in-house if you have an employee to dedicate to the process who is a self-starter, can learn how to leverage the benefits of blogging, and can make blogging a priority.
If the assignment is a secondary duty or the person is ill-suited for the task, it can be easy to let blogging fall to the wayside, losing the benefits of posting regularly and building relationships that matter.
That’s one of the reasons some companies choose to outsource this work to a business blogging service. Kissmetrics offers solid advice when you’re considering whether to hire a blog writer or buy blog posts. This is an individualized decision that only you can make. But either way, consistently posting high-quality content is key.
Now it’s time to think . . . What ways have you found that blogging has pushed your business toward its goals?
Once you’ve decided to hire a blog writing service for your business, contact the TwoDogBlog. We love helping our clients connect with others, and we’ll work with you to develop a custom content strategy that moves your business forward. Learn more about our custom content services today!
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