There are a couple of distinct reasons that clever business people commit their thoughts to the internet. Both of the reasons are practical - but one of the reasons can be made to be much more than just that. That second reason is hardly revolutionary or even counter-cultural, but it does appear to flow against the dominant direction of where our culture is being pushed. What I am driving at here is, has anyone else noticed that free market economics is the dominant argument used everywhere? And most of the people I know have started to spot a trend towards self-interest - some companies seem to be digging every dollar out of every deal and giving very little back either to society or even their customer base. Before you switch off, this is not a political blog. I am actually going to talk about marketing. So, let's see if I can get to the point!
Again, I promise you this is not about politics. Let me prove that to you by telling you the First Reason for businesses to blog: it is because it helps Google and the other Search Engines to find you. And if they find you easily and your content is relevant, you rise in the rankings, which is vital. So blogging is a matter of enlightened self-interest.
Now, that overused phrase leads me to the Second Reason to blog. The enlightened bit. It is also the bit that sounds like I am banging on about politics, but this Second Reason is also in your best interests and those of your business. The Second Reason is to give your readers something of value. We certainly hope those readers include past, present and future customers. By giving them something of value - some information, a ‘How To’, a money-saving piece of advice or whatever else you can give away -, you show yourself to be the sort of person that others can like and trust. And what does all the research say about who we buy from? People we know, like and trust. So give people something in the content of your blog and you will gain. Digging every dollar out of every deal is like totally clearing a field of potatoes and eating the lot. Leave a percentage behind and guess what, they sprout up into new plants, making more spuds for you to harvest later. Blogs can be thought of as gifts to your customers - so consider what you would like to give and I'd love to write the blogs for you.
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I’ll expand on this theme in the next post. For now, enjoy the Closing Ceremony of the London Olympics!