In communication circles, there’s much debate over whether blogs are ‘yesterdays news’ or if they’re as valid today as they’ve ever been.  In my view, although blogging is hard work and involves real commitment, it still very much has its place in a well thought out communication strategy.  Here’s why:

1. Increased Online Presence: Blogging provides an opportunity to create fresh and relevant content regularly, which can help boost your online presence and position your business. When you consistently publish valuable and informative blog posts, it can attract more visitors to your website, help you cast your net wider and improve your search engine rankings.

2. Establishing Expertise and Credibility: Blogging is a really cool way for SMEs to showcase their knowledge and expertise. By sharing valuable insights, tips, and information, you can position yourself or your business as a thought leader and gain credibility among your target audience.

3. Engagement and Interaction: Blogs encourage interaction and engagement with your audience. Readers can leave comments, ask questions, and share their thoughts, fostering a sense of community around your brand.

4. Driving Website Traffic: Blogging is an excellent way to drive traffic to your website. Each blog post gives you an opportunity to include relevant keywords and internal links, which can lead readers to explore other parts of your website.

5. Supporting Social Media Efforts: Blogs provide valuable content that can be shared across your social media platforms. This helps to keep your social media channels active and engaging, and can attract new followers and potential clients/customers.

6. Client/customer Education: Blogs can be used to educate your clients/customers about your products, services, or industry-related topics. This not only helps them make informed decisions but also reduces the burden on customer support by answering common questions through blog posts.

7. Lead Generation: Well-crafted blog posts can attract potential clients/customers who are interested in your offerings. By capturing their interest through informative content, you can convert these visitors into leads and ultimately customers.

8. Cost-Effective Marketing: Compared to many traditional advertising methods, blogging is a cost-effective marketing strategy. It requires minimal financial investment but can yield significant long-term benefits.

9. Brand Storytelling: Blogs offer a platform to tell your brand’s story, share company updates, and bring your business to life in the minds of your audience. This can help customers connect with your brand on a more personal level.

10. Feedback and Improvement: Through blog comments and analytics, you can gather valuable feedback and insights about your products, services, and content. This feedback can be used to improve your offerings and tailor your future communication strategy.

All of that said, it’s important to remember that successful blogging requires consistent, quality content, and a deep understanding of your target audience. Before starting a blog, make sure you have the resources and ability to maintain a regular publishing schedule and focus on creating content that is valuable, relevant, and aligned with your brand’s goals and values.

What strength might a blog add to your comms arm?

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