Why Isn’t Your Business Blogging? If there is one thing that I learned from my involvement with HubSpot, it’s that everyone should be creating content in one way or another. Blogging is best when it is a team effort. This encourages a fun, creative, and expressive energy an fosters real team collaboration. Not only should everyone create content, but they should support the blog content by tweeting, commenting, liking, and pinning each other’s work.
The best content is human and transparent. Blog about your mistakes and your successes. Blog about how you have learned from a poor experience with a customer and how you’ve since improved on your customer service. Show your readers that you promote a culture of accountability and constant improvement.
Write about your client projects and use your blog as a space to write about your business’ happenings. This not only shows that your business is active, but it also allows search engines to rank you for searches of your clients’ names. If you’re thorough with you content’s quality and SEO, your company could benefit greatly from this organic style of public relations. Blog about all your clients, both large and small. They will appreciate the exposure and should be open to sharing the posts with their networks.
I have always felt that writing and reading improves communication. So as your team does more writing and reading, they will learn about each other’s writing styles. Everyone will naturally pick up new language techniques and communication angles. This can inspire your team and produce better communication internally and with your clients. Better communication yields stronger relationships and more business.
But blogging doesn’t have to be expressly outward in nature. Blogging for internal communication is an excellent outlet for your team to creatively brag about their accomplishments, to make announcements, or to get things off their chests. Office memos are so “1986” and emails often get lost in the madness of the work day. Blogging is more “sticky”.
But keep your content in the proper perspective. 80% of your content should be focused on educating your readers about your industry and your values. 20% should creatively talk about your products and services. The goal is to become a resource for your readers. Support them with useful information and they’ll support you with business.
And always network with your content. Having good content can only take you so far. If no one knows about your content, it’s not doing anything for you. You must combine content creation with distribution of your content via social network marketing, email marketing, lead nurturing/inbound marketing, and word-of-mouth.