Throw a blog a bone

Why the blog has become a powerful business tool.

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It is the same story at every business. If a task is optional or considered nonessential, it can be cast aside, forgotten and neglected. This sorry tale is often that of the company blog, an unappreciated asset just waiting to play its part.

Unfortunately, the word blog has plenty of confused connotations and negative misconceptions. Some people picture a keyboard warrior angrily sniping at anything they don’t like, some a busybody sharing too much about their own life. But the blog has long since left the bedroom, growing into a valuable asset for all manner of businesses over the last few years.

Casting aside the reputation, a blog is just more content, and websites thrive on content, with statistics to prove that a blog can bring more people to your website, keep them there longer and sell your business to them effectively.

A 2011 HubSpot study found that the average company that blogs generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages.

Regularly updated, they show activity in your business and make your website more visible in search engines in the process.

When it comes to the content that will populate the blog, it is likely that your staff already have the expertise you want to shout about and the ability to make it more personal, enthusiastic and interesting than a standard website page.

While the thought of writing a blog is intimidating to some employees, it doesn’t have to be. Just remember, the best blogs aren’t long, complicated or convoluted. This isn’t War and Peace, and no one would read it if it was. If you know what you’re talking about and are enthusiastic, that is enough.