Optional, Business Blogging Is Critical!

Business Blogging is no longer optional it’s critical.  Ask any search engine optimization (SEO) person if fresh content helps search rankings and they all have to say yes.  Yet I do not know one search company that provides fresh content for their clients’ sites.  Blogging is part of SEO now.

Get your staff to blog for you and give them loose reigns.

Scenario 1

Employee A posts a blog that is totally false and misleading to the consumer.  What is going to happen?  The post goes public, and before you know it, comments are riddled all over the Internet.  It may even start to go viral.  Employee A will get fired, the company gets tons of negative exposure – but more importantly the company has the spot light and can show the world it knows what it is doing.  If it can’t show the world that it knows what it’s doing, then they should keep a lock down on social media and business blogging.  But what does this say about the company itself?  Nothing good.

Scenario 2

Employee B is hired to write awesome blog posts  This in turn creates new visitors to the company’s brand, which creates new clients over time.

Scenario 3

The company removes most restrictions.  Outside of internal policies, there are also legal laws.  If you break those, obviously you must pay the consequences.  Imagine a financial guy blogging about an insider trading deal.  That would be a fail, right?  I would go so far as letting all employees blog on your company’s website.  You should however have a copyeditor or trained HR manager proof the posts before they go public.  Make your policies simple, easy and be as transparent as possible.

Hubspot statistics show the more your company blogs, the more business you get.  90% of companies that blog daily report new clients, and 70% that blog weekly report new clients.  You can’t argue with statistics.  Business Blogging works!

Business blogging has many more benefits to:

• You create conversations around your brand
• Gives you something to say on social media
• Shows the world that you are an expert in your industry.

What are your thoughts about letting employees’ blog?