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.

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