Companies that engage in social media marketing and update their websites frequently may wonder whether a brand blog is necessary. While word of mouth plays a large part in B2B markets, businesses are very likely to research a service online before contacting it. Having a blog boosts web presence and credibility. Here are four other benefits of having a company blog.
1. Give the brand a voice. A blog is an opportunity to refine the personality a company portrays on Facebook, LinkedIn and Twitter. While organizations may share white papers and articles via social media, blogs are an opportunity to adopt a more human tone. It's a good idea enforce stylistic uniformity in every blog post to create a more pleasant experience for readers.
2. Demonstrate expertise. Blogs allow companies to flaunt knowledge about important topics. Customers are more likely to choose and return to brands that are knowledgeable, answer questions and discuss hot industry topics.
3. Improve SEO. The better the writing, the more clicks and shares a blog will receive. Blog post links also make great content for LinkedIn and Twitter.
4. Strengthen engagement. Blogs are lengthy, personal and delve deeply into topics. Enabling a comment section allows companies to host extensive discussions in a forum-like setting.