By Evan Kelly, Senior Communications Advisor for BBB serving Mainland BC
Website content, such as blogging, is king. Why? In a nutshell, it benefits your SEO, drives people to your website, and increases sales leads. Simple right? So...what’s the problem? Getting the content in the first place.
Writing isn’t for everyone. Not only do you require a certain grasp of the language, you need to be able to string a few lines together in a somewhat engaging and interesting way. Not everyone has that ability...perhaps neither do I, but I digress.
Blogging is a great way to develop content on your website other than what service or product you are offering. Plus, writing blogs can help position yourself as the go-to expert in the eyes of your audience. Let’s back up a bit. Blogging isn’t as easy as that. It takes time, ideas, and energy to actually get the job done. Look around your office...who is going to write the blogs? You? A handful of people? Will everyone contribute? It’s a tough call as many don’t have the time much less the desire to sit down and write about something. However, this is why you should encourage your staff to get involved.
- Getting everyone involved takes the pressure off the few people tasked to do it and generating ideas and content simply becomes that much easier.
- Different ideas, different thoughts, different styles. Having one voice all the time on a blog page can get a bit tedious from a creative point of view. That said, all content should still be vetted by your marcomm team to make sure it’s up to par grammatically and topically.
- Employees who provide content stand the chance of being more emotionally invested in your organization.
- According to Hubspot, 60% of businesses that regularly blog get more clients.
- It’s free PR! House generated stories you can throw around on social media. Can’t beat that! And let’s face it, some of your blogs will be self promotion for your brand.
- Blogging helps position your brand as a leader. Got a lot of brainiac experts in your fold? Get them writing blogs about how your organization deals with current news or aspects of the marketplace. Journalists love that and are often looking for an expert to quote. In short, it helps your company address important issues in the community.
- Getting employees to write blogs takes them out of the 9-5 doldrums and promotes teamwork, collaboration and learning among staff.