Remember when blogging was so “highly recommended” by the SEO gurus of the world? I do, and in January 2013 I wrote a blog about the what, how and why of blogging.

Fast forward seven-plus years, and a lot has changed in digital marketing! But what about blogging? In this post, I’ll share what I wrote back in 2013 and then comment on how this has changed or stayed the same.

What Is a Blog?

“It, quite simply, should be a clearly defined section within your company website that acts as your direct communication channel with prospects, clients and employees. Not all of your target audiences can be addressed with each post, so always keep in mind who you are writing to and make certain that message is appropriate to achieve the desired outcome.”

Not much has changed here except for the fact that I would now recommend having a separate location for employee communication.

What Should You Write About?

“Write about your industry trends and happenings. Find industry-related topics that are neglected, do a little research and then write for the purpose of adding value. Write about company-related events and happenings. This content is fuel for your social campaigns!”

I’d also add the importance of writing articles around specific keywords for which you’re trying to rank highly. Do more than just a “little” research. What good is it to write if no one is able to find it?

How Often Should You Post?

“As much as possible. Four to eight posts per month (not all coming that last week) is a good start. Some say as often as you have something valuable to share. Don’t post for the sake of posting, and don’t wait until your company has ‘cured cancer’ to share. That was good advice :).”

How Should I Write?

“Again, this is somewhat dependent upon your topic and target audience but, in general, write in a way that is representative of your organization (or in a way you’d like your organization to be). Write in a clear and concise (500 words is good) way that promotes engagement with your audience. Shares, likes, reposts and comments are all good indicators of your engagement. Don’t be afraid to show personality while allowing your expertise to shine through.”

I agree 100 percent. Evaluate the success of the post on engagement, not based on your personal feelings. Don’t pursue perfection at the expense of progress.

Why Should I Bother?

“Your pay may be influenced by blogging. No, not in the sense that you keep your job if you do it, but, rather, blog creates opportunities to generate additional revenue through sales as well as retention. It is a platform for your companies’ voice to reach the people contributing to or having the potential to impact your bottom line. Are you talking to them?"

Companies with blogs produce 67 percent more leads per month than companies without blogs, on average, according to Demand Metric. This article is a must-read if you’re needing additional metrics to justify your blog.

Why Is It Really Important?

“OK, so the crux of this post is right here. It is really important because the content you create for it is the best indicator to Google (and the others) that your door is open for business. Search engines love and demand fresh content in order to determine your relevance and to then consider your website more authoritative than your competition.”

This is still so very true! Here is a post that lists 12 benefits of blogging for SEO.

Would you like your company website to outrank your competitors and get more sales or inbound leads? Posting on your blog is a great way to show your expertise and engage with your audience in a non-salesy manner.

If you have any questions or concerns about your company’s blog, don’t hesitate to reach out, and we’ll help you figure it out.