Blogging is More Important Today than Ever Before

NicoleBeachum
Nicole Beachum Founder / Managing Director, epikco.com

Posted on April 6th 2013

Blogging is More Important Today than Ever Before

bloggingBlogging—which  first started to take off in the latter half of the 1990s—was initially used to provide a unique way for people to share their thoughts, feelings, experiences, and opinions.

Today, however, everyone from Fortune 500 companies to mom-and-pop shops are utilizing blogging (in addition to other digital reach methods) to increase their digital presence and inevitably increase their bottom line.

In fact, if your business’s website does not have a blog (or “learning center”) that is actively updated on a regular basis, then you are missing a huge opportunity to increase your company’s visibility and therefore increase your digital reach—your potential client base and your bottom line.

Blogging Matters—Just Ask Google

In today’s internet-based society, your business has to have a powerful online presence in order to stand out among your competitors. When someone goes to search for a professional or business in your industry, you want your name to come up close to the top of the list. How do you do that? With effective search engine optimization.

In the past companies like Google put an emphasis on keywords—which words that you were using to market your business and how often those words appeared on your website. As technology has evolved, Google (and other search engines) are using advanced formulas that determine how frequently you post and update your website in addition to the origination and quality of the content you post.

What does this have to do with blogging? Everything in the world.

There is not a better way to add relevant content to your website on a regular basis than to utilize a blog. If you do not want to call it a blog, you can call it a “learning center” or any other catchphrase that you want to use to categorize the frequent posts to your website—at the end of the day they are blogs and these blogs are powerful.

Where you rank in search engines matter.  One of the most effective ways to increase your search engine rankings is to add unique, high quality content on a regular basis—to blog.

Need Blogging? Hire a Professional

There are some great advantages to hiring a professional to take your blogging and online presence to the next level.

First and foremost, professionals often know how to utilize words to capture your audience—to take what you want to say and improve the influence that these words have on your readers.  

Second, the right professional will understand that blogging is an aspect of digital reach but in and of itself is not enough. These blogs also need to be posted on external websites for SEO (which will be even more important in the future) and should be combined with other digital reach efforts including digital PR and marketing.

Third, it saves you time. Hiring a professional will allow you to spend your time focusing on your company’s goals and visions—allowing you to propel your business into the future.

However it is important to note that even if you hire a professional blogger, it’s important to understand that you must play an integral role in educating the blogger on your industry, why you do what you do, the services and products that you have to offer, and be willing to play your role in the process. At the end of the day, digital reach—social media and beyond—is a company-wide endeavor. 

NicoleBeachum

Nicole Beachum

Founder / Managing Director, epikco.com

Nicole Beachum has been helping small to medium businesses transform their online presence through high-quality, original website content, blogs, social media management, and other digital reach methods since 2008. Firmly believing that every business needs to combine their strategic outreach plan to an audience-tailored digital reach strategy, Nicole strives to help businesses increase their bottom line through customer retention and new customer acquisition.

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Comments

plebel
Posted on April 8th 2013 at 4:19AM

Nicole,

I feel like blogging is still overlooked by so many businesses today.  They do not see the opportunities that having a blog can provide their company.  One main reason I have learned is that consumers like relatable things.  They want to feel like their favorite brand or company is real and actual real humans work their.  For example, so many people look up to the Coca-Cola company- but seeing their interaction via social media shows their personality and that real people are behind their business.  I love reading blogs that companies have done that show off their characteristics.  Humorous things, informative data, or anything that can be interesting to the ready makes you form a relationship.  

You are so right about expanding your online footprint.  Using keywords and writing a blog will allow companies to be easier to find when searched for online.  I can't tell you how many times I search something and when it doesn't show up on the first page I'm done.  Having a blog allows for businesses to pop up even more on that search engine and provide good content.

Unless your blog is totally awful, unprofessional, and not kept up with; I don't see how blogging for a business could negatively effect your company.  

NicoleBeachum
Posted on April 8th 2013 at 4:15PM

Paige,

You are exactly right! Blogging is essential and will continue to be throughout the future when it comes to online presence. 

You hit the nail on the head with the importance of expanding your online footprint :)

joewozny
Posted on April 11th 2013 at 10:11PM

Thanks Nicole for your article. Google+ author features are important to take advantage of for blogging. Also it's really important to have a plan for your blog content and work with a professional copywriter to review blogs prior to them being posted.  Blogs are or are becoming a new form of Ad Currency and really help in generating earned media.

Joe Wozny
Author of The Digital Dollar
www.thedigitaldollar.com

NicoleBeachum
Posted on April 16th 2013 at 8:06PM

I absolutely agree. Thank you for yoru comment, Joe!

mowelch
Posted on April 12th 2013 at 12:35PM

Nicole,

Great article - completely agree with all of your points.  We've had blogs for several years but improved and solidified our content strategy about 6 months ago and have seen tremendous results from it.

One line that you wrote caught me:

"These blogs also need to be posted on external websites for SEO (which will be even more important in the future) and should be combined with other digital reach efforts including digital PR and marketing."

Can you elaborate on that a little more?  How would you suggest a company or individual do that and why do you think that will be more important in the future?

Thanks!