Content Is King – Who’s In Charge Of Yours?

If you’ve done the research, you probably know that blogging is one of the most effective ways to communicate with your customers. Chances are, you’ve even built your blog, or have it on your to-do list. The question now is – content.

While design elements on a website play an important role in catching a visitor’s attention, when it comes to the blog, content is king. Content is the heart and soul of your message, and can not only educate, but can build your expertise. At the end of the day, a blog is its content. The better the content, the better the blog.

So the question is, who’s in charge of your content? An assistant? Your partner’s wife? A friend of yours that has some free time?  Does that person have a clear idea of your business, your principles, and your overall communications strategy? Do they have the ability to make the content useful and interesting on a regular basis? Can they write? Do you trust that they always always check spelling and grammar?

You had better hope that they do, because poor content and a poorly written blog will undermine any potential that your online presence has. Misspellings and poor grammar will make you AND your company look amateur at best, and that is NOT what you want people to think of when they think of you.

Every single blog post needs good content. That means each post needs to have a purpose, and a potential for the reader to benefit from it. If not, what’s the point in putting it online in the first place? And your blog should not be a direct sales tool, it is a discussion. It is not a place to advertise or highlight your products or prices, it is a place to communicate with your readers.

If you’re too busy to write your blog posts yourself, or don’t have someone you can ask to do it for you, there are several ways you can still have an active and engaging blog. You can hire someone to write it for you. You can attend a class to learn or brush up on your skills. You can populate your blog with free content, links to industry-specific news, or even use audio and video to get your blog in business and actively begin communicating with your readers and potential customers. You can network with other experts in your field and feature them. You can connect with other bloggers and invite them to be a guest blogger on your site. The possibilities are endless!

A blog can be an active marketing tool, and a great way to get the word out about you and your business. Blogs are versatile—news, views, and fresh content can be accompanied by videos, audio clips and photographs. And for the business owner who is constantly on the go, blogs can be updated anytime and anywhere. And most importantly, a blog can become a resource for customers…potential customers…or even complete strangers. As long as you do it well, and always remember, content is king.

Why Your Business Needs A Blog

Maybe it’s fitting that the first blog post on the newly redesigned site is all about blogging, and why it is so important not only to my business, but to yours.

Now I know what you might be thinking…a blog? Why does my business need a blog? Well, you need fresh content on your site – often. You need to connect your business to your customers. You need a platform to share your expertise and knowledge with a larger audience, AND you need to get started right away.

Why a blog and not a website? Well, a website alone isn’t enough anymore. Shama Hyder Kabini sums it up in The Zen of Social Media Marketing, “the website of today in many ways is a living, breathing thing. In the past, you could create a website and sit back. Today, you can’t. Passively keeping a website is almost akin to opening a store, stocking the shelves, and then doing nothing.”

A blog is the easiest way to keep a website fresh and ever-changing, an informal and informative “journal” that you update regularly, and something that can also be used as an active marketing tool.  A business blog is a major component of social media and can help you build relationships with your potential customers.

And guess what, as you build these relationships, you make your business real to your customers.  You share what’s new and changing in your company, and have a platform form everything from staffing changes to research, news, and special events.  You show your expertise by providing useful information.  You become a point person and a resource by solving problems for your readers.

When you show you have the expertise, ability, and credibility to meet the needs of your reader, you are better able to persuade them to make the purchase or contract a service. The blogging movement is picking up speed as more and more business are realizing the benefits of blogging. Don’t get left behind, this is one trend you can’t afford to miss.