This blog is one of three in a follow up series to a marketing workshop we taught on September 14th. In this series we are answering three of the audience questions that were posed that day. Enjoy!
Blogging. Does it overwhelm you? For some, it does. It feels like this nebulous concept that requires a lot of effort, brain power, man power, and award-winning writing. We’re here to tell you it isn’t that scary–we promise! We are big fans of blogging because of the value it brings from a search engine optimization (SEO) perspective, but also because of the way blogs can reveal the heartbeat of an organization.
During a recent workshop, we briefly touched on the concept of blogging, as part of a bigger workshop on marketing your “why”. One of the attendees asked the question:
Can I use Facebook for blogging?
Our answer: We strongly suggest that you do not, for a number of reasons.
First, there is tremendous SEO value in having the content hosted on your website and thereby contributing to the strength of your domain. Moz, a SEO industry leader, shared, “it can all be boiled down to this: Without content, what is there to optimize for search engines?” When you write about topics relevant to your business you are increasing your chances of being found by your target audience during google searches. Placing your written content on Facebook does nothing to support better SEO practices for your website.
In addition to the SEO value that it brings, blogging on your website helps draw visitors into your “digital storefront.” That is our nerdy way of referring to your website. Even if you do not sell product on your website it is imperative that you look at your website as your digital store. Some business models are global and therefore the business will never meet their clients face to face. However, they will “walk through your doors” by entering your website, assessing your services, and asking for more information. Part of an integrated and strategic digital marketing approach is looking out for ways to draw traffic into your website–whether that is from social media or email marketing efforts. When you blog on your website and share the blog across social media you are inviting your followers and friends to click and enter your digital storefront–your website. While on your website they can learn more about who you are and what you do–they are now in your sales pipeline.
Another reason we love blogging is it gives your friends, followers, fans and customers a way to share your story. “Back in the day” they may have passed around a printed brochure or business card as a means of spreading the good word about what you do. Now, a blog, with a unique URL, is a great thing to pass around. You foster increased chatter around your business when you are regularly communicating with your audience through your blog.
Lastly, you are able to organize the complexities of your story with blog categories–which would not be possible on Facebook. As you will note on our blog, we have categories for key areas of our business and also have a unique category for news and events. If you are here today seeking advice on content marketing you have the option to sort our blog so that you only see articles related to content marketing. It is user friendly and ensures relevance of information.
There you have it, what we hope is a very compelling argument to have a company blog and keep it hosted on your domain. We find content marketing and blogging exciting and energizing–we’d be happy to talk it through with you in more detail. Reach out and let us know how we can support you and your marketing and business goals.