With social media marketing increasing in importance, blogging is taking on the same importance for small businesses, small non-profit organizations and, churches. In fact, blogging is an important component of social media marketing for the following three reasons:
• It helps establish thought leadership and expertise
• It helps to build a brand
• It drives traffic to the business or organizations website over time
This becomes especially important to businesses and organizations that do not have large budgets to build brand recognition and awareness with other types of media advertising. Over a period of time, blogging will achieve each of the above mentioned outcomes at a much lower cost.
Establishing thought leadership
Blogging regularly, by this I mean at least six times per month, will provide content that can and will gain a following, if the content is well written, interesting and, of benefit to the readership. This is the way in which the business or organization establishes though leadership and expert status. This is true of any business or organization that offers a product or service that is in demand. It could be anything from a computer networking company, a small accountancy and, a medical practice, to a food bank, homeless shelter or community active church. The target customer, participant or member will dictate the nature of the content. For example, a community outreach church would provide content that would interest community members who would like to become an active participant in the outreach. An IT computer networking company would provide content that would help a small business or organization understand the basics of maintaining their computer network and server system. Or, a food bank would provide content that would educate people in the community about the effects of hunger.
Good content will develop loyal readership over time and, loyal readership will translate to brand awareness. This is a very economical way to build brand awareness. You can use the social media sites, twitter, face book and LinkedIn to promote the blog content. This is where social media and blogging become productive partners. I use the term over time often to emphasize that this is a strategy and tactic that does take time. It will not yield fruit overnight but, it will yield great results with patience. So many of the social media marketing guru’s are promising a quick result and while that can happen when something remarkable goes viral it is not the rule. The rule is that it builds slowly over time but, it also builds steadily and build is the important term.
The more interesting and remarkable the content, the faster you will drive traffic to your business or organizations website. The search engines respond well to new content, updated often and, when a blog is a link in your website it gives added importance to your website in the view of search engines. Likewise, great content will be tweeted, re-tweeted and linked to from other websites... which will provide back links to your website and, in turn, will raise the authority of your website in the view of the search engines and will drive more and more traffic to your website.
Hopefully you have seen that you should begin blogging today. I appreciate comments and interaction with my posts so feel free to comment on this blog post.