Top 5 business benefits of running a company blog

Company blog

In my experience, I’ve found there are many business benefits to running a company blog. Here are my top five explained:

1. More effective inbound marketing

Inbound marketing — or to use Seth Godin’s term, permission marketing — now rules. Now more than ever, you must earn the attention of prospects, make yourself easy to be found, and draw customers to your website by producing content that customers value.

A blog helps your company stand out from the crowd, is very “findable” (see next point), and provides fresh, valuable content.

Most blogs have links where readers can register to receive updates via email or via their RSS reader. Any reader who registers is effectively giving you permission to email them with every new blog post, or have it show up in their readers, without your having to worry about spam accusations.

2. Better search engine results

Blogs help people find your company through online search.

Search engine optimisation (SEO) plays to the fact that Google and other search engines rank sites on quality, relevance, and freshness of content. A well-maintained blog ticks all three boxes. With frequent posts in the subject area of the company’s activity and a smart use of keywords, a blog is generally going to give your company an SEO advantage over a competitor’s static website.

3. Thought leadership

For a lot of businesses, especially in the field of professional services, there is a clear marketing advantage in being recognised as a thought leader.

Your blog posts, and the comments on them, can demonstrate that you are knowledgeable and insightful about your field. Again, this can give you a real advantage over a competitor’s static website, which typically features only impersonal, “marketing speak” content.

4. Increased engagement with customers and prospects

A company blog helps you earn the trust of visitors and subscribers by providing frequent, fresh insights into what you know about your line of business and about your company values.

Readers can also get a clear understanding of how you deal with others, especially how you deal with comments and how you respond under the pressure of criticism.  And you can get invaluable feedback from a comment stream—much more easily than via a contact form.

5. Social media integration

While more and more companies are tooling up with social media, especially via Facebook, Twitter  and LinkedIn, they’re often approaching it in a piecemeal fashion, without integrating their various social presences.

Blogs, on the other hand, typically feature social icons for Facebook, Twitter, LinkedIn and so on, as for example at the foot of this blog. This helps people get a bigger picture of the company’s social presence and how the company engages with people on those platforms. In this way, a blog provides a very effective hub for social media integration.

That’s my list. What would your top 5 business benefits be?

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  • I would add – don’t forget to INTEGRATE your blog with your website. A lot of companies hive them off separately, thus losing a lot of the inbound marketing benefits. It also can confuse the customer experience when really you are hoping to extend it.

    • Integration is paramount. It reinforces your brand but more importantly it establishes continuity.
      I think customers and prospects alike get confused when there isnt continuity with the brand.
      Obviously, then it contributes to customer loyalty, continued patronism etc.

      • Can’t agree more. And integration, as I’m sure you’ll agree, goes way beyond graphics and “look and feel”. There can be a lot of leverage in details and especially in linking. I am frequently surprised to find on LinkedIn profiles of professional people with evidence of some attention to detail in content, and at the same time evidence of a lack of linking, e.g. to a Twitter account which might in itself be quite actively used.

  • Excellent point, Gavin. Taking the integration point a bit further, a recent global study of social media and legal firms, by Lexis Nexus Martindale-Hubbell, pointed out that even among firms which are engaging with social media there is a lack of integration of their efforts across various platforms. Which in turn means, picking up on your point, that they are missing out on opportunities to bring people to their website. And confusing people.

  • Beaut post, Des. As I’m always eager to lift my game, I’d love your expert thoughts on how we could optimise THIS blog! Best regards, P. :)

    • Thanks Paul – much appreciated.

      Now there’s an interesting challenge! I’ll give it some consideration and see if I have something useful to suggest.

    • Paul
      How about a Twitter handle just for this blog? All we have as far as I can see is @MYOBTeam which is not blog specific?

  • Des: great points. Blogs are worth writing if for no other reason than doing so helps a person organize thoughts and ideas. . . ideally into cogent sentences. I think I’ll work on mine!


    • Thanks Andy

      If I’d been doing more than 5 benefits that would definitely have been one of them. It does tend to focus the mind when you know others are going to read and comment!

  • Great post, Des!

    The key thing I try to accomplish with a blog is identifying who the specific audience is that I am trying to connect with, then use the blog as a vehicle to do that, through quality information and advice, efforts to build an autonomous community around the topic, and a healthy bit of news, opinion, and occasionally controversy.

    The key thing for me to do this involves creating profiles around audience members, and focusing on what these imaginary folks would actually be interested in reading, viewing, interacting with, and sharing. That is a high bar, but a blog is a good vehicle for providing all of this.

    • Thanks Stephen

      That’s great advice and I’m putting it on my to do list today!

  • I’d also add (probably not in top 5 though) benefitting existing clients – obviously they can learn form your tips and information like anyone else, but linking to them occasionally is nice for them and builds relationships (and also shows prospective clients you give more than what is invoiced for). Links can be as an announcement (e.g. my client has launched something), a testimonial, a case study or a source of inspiration.

    • That’s a great point Tash. I think it could make it without too much trouble to a top 10.

  • Indeed a good news to small business owners. anyways i like the content of your blog its fresh and unique. keep the good information coming please.

  • Nice one Des!
    With the growing number of online businesses I think point 4 will become increasingly important. Providing an insight into your business and that are real people behind it will will increase trust and build brand loyalty.

  • Thanks Bradley

    Some people say they don’t have time to blog. For me that says more about perceptions of (business) value than about their daily timetable. What I believe they mean is that they don’t see it as warranting any priority.

  • Sure, I can agree with your argument there, seeing as how I’m a law school professor and all!

  • These are genuinely fantastic ideas in concerning blogging.
    You have touched some pleasant points here. Any way keep up wrinting.