Blogging gives individuals the ability to express themselves — to let the whole world know who they are and what they are about. Blogging can serve a similar purpose for companies. With a blog, a company can do the following:
- Highlight particular products or services.
- Add a human element to their company website.
- Demonstrate expertise in their industry.
- Create useful links to the company website.
Highlighting Products and Services
Often companies offer many products and services, and individual products or services can potentially become lost. Other times a company may offer a product or a service that may not be obvious to a potential customer based on an initial glimpse of a home page. A blog post can highlight these particular products and/or services. This can be especially useful for letting customers know about a special sale, or for letting them know about a product or service that will only be available for a limited time.
Adding a Human Element
Company websites can often come across cold and impersonal. They can give potential customers the impression that they've been computer generated or created off an assembly line. A blog lets customers know there are real human beings running the company — human beings that they can both relate to and like. A blog can also express the personalities of its owners and employees, and give potential customers the impression that they know them — making it more likely that they will buy from them.
Blogs allow companies to demonstrate that they are authorities in their field. People are more likely to buy from someone who's an expert and knows what they're talking about. Blogs establish authority by providing meaningful content in the company's field as well as by providing customers helpful advice. A good example of this is a how-to article, which can actually bring customers to a website from a search request.
Creating Website Links
Blog posts can create lots of useful links to a company website, especially if these posts have been shared online by your customers. This can be helpful in increasing a website's ranking in search engines.
There are a lot of good reasons for companies to blog on their sites and no good reasons why they shouldn't, especially as many website building products have the ability to set up blogs built in.