As PR Pros, it is our job to stay up to date on emerging trends and help our clients adjust their publicity strategy to achieve their business goals. We want to shed some light on the incredible value establishing a company blog offers (a blog post about blogs, on our blog, what could be better?), and how it can help you achieve your business goals in an extremely powerful way.
Establishes Authenticity & Increases Trust
Authenticity has never been more important in the consumer decision cycle. Don’t believe me? Stackla conducted a survey of over 1000 consumers, spanning 3 different countries (US, UK, and Australia) and found that 90% of consumers agree that authenticity is important when choosing which brands to support. The numbers don’t lie, you need to get real with consumers, and blogs are an incredible way to do so. Not only do blogs offer brands an outlet to share their expertise and insight, but they present the opportunity to connect with both aware and latent audiences on a deeper level, directly resulting in business success. Still need convincing? See below for a glimpse at some of the awesome benefits that a company blog provides.
Demonstrates Credibility
In many cases, there’s hundreds of companies within the same industry vying for the same consumers, so brands must find a way to stand out among their competitors and establish themselves as the best choice – blogs can help you do this! There’s no limits to what you can and cannot write about in your company blog. Ask yourself what it is that separates your brand from the rest, and write about it! By writing about the unique skills that your brand brings to the table, you are establishing your credibility effortlessly, which will resonate with consumers.
Serves as Valuable Owned Media (that can easily turn into shared)
There’s 4 types of Media – Paid, Earned, Shared, and Owned (PESO) and based on our experience as Media Mavens for several of our clients, we have found the very best publicity results come from brands that utilize a hybrid media approach. The power of Owned Media tends to be swept under the rug, yet if done correctly, can transform your brand and garner publicity like no other. Blogs are a perfect example of owned media that is able to transcend it’s category and drive website traffic. Owned media is everlasting, affordable, has innate shareability, and gives you control over the message you wish to project to audiences (what is better than that!)
Builds Community
By allowing comments, likes, and sharing features on blog posts, consumers are able to interact with your brand itself, as well as other consumers, building a sense of community within audiences. You may be thinking, “Why do I need a strong sense of brand community?” Well, according to a 2018 study by Cigna, 50% of American feel lonely and isolated. Let your brand be the reason this changes. No matter what your product or service may be, loyal audiences are incredibly valuable and vital for continued business growth and success. By allowing consumers to interact with your blog post, you are given a first hand review of your brand, which will offer very helpful insight on how you can improve your products or services to adapt to the ever changing needs of consumers.
So have we convinced you yet? Blogs are an easy, affordable way to bolster your brand community, awareness, and credibility, and offers you some control over your brand narrative. Lucky for you, we are a team full of skilled writers who love the opportunity to expand on our clients’ brand and share their story with the public. If you’re looking for some help on how to launch a company blog, give us a call and we will happily connect you with one of our skilled writers. So what are you waiting for, get started on that blog!
