To blog or not to blog has become a pressing question for many organizations. Often thought of as ways for people to vent, complain, or express thoughts otherwise unwanted in the workplace, sometimes blogs get a bad reputation. However, blogging is now part of the sales funnel for lead nurturing and can have important business implications. More importantly, blogging about your business can produce benefits that build over time since nothing ever really dies online.

Blogging boosts SEO

If you’re not sure what SEO is, check out this post. Blogging is a great way to build up your organic search rankings because it shows search engines important activity on your website that is then used in your website’s search rankings. Blogging also provides your business with an opportunity to leverage keywords to further improve SEO. In short, blogging is an easy way to bring more search engine traffic to your website, so isn’t that reason enough to be doing it?

Blogging builds relationships

A blog is a communication tool that can be used to help build and maintain relationships, just like other communication tools such as social media or email marketing. The main difference is that blogs have a longer shelf-life than a few social media posts that get lost in people’s feeds and emails that go unopened or worse yet, get filtered into spam. Blogging allows a business to share information, but also start a conversation on a topic by asking questions and responding to comments. Doing this can build rapport, trust, and help your business leaders determine the type of content your stakeholders find interesting.

Blogging establishes your brand

A blog gives a voice to your brand that cannot be found or created anywhere else. A company blog is a place where you can share employee profiles, take customers behind the scenes, celebrate accomplishments, and talk about trends, to name a few. Together, blog posts can help position your business as an industry leader and demonstrate that your employees are experts. A business blog is also a great place to discuss company values, standards, and other unique qualities that help set it apart from the competition.

So, who writes these blogs and how often? These are the two questions that typically turn business leaders away from blogging. First, blogging for a business does not need to be an expensive or time-consuming undertaking. If you have any interns, they make great blog writers, as do other (willing) employees. Just be sure that someone on your communications team reads, reviews and edits all posts before they go live. Second, remember that your business is not your blog. Therefore, posting once or twice a month is an appropriate schedule to get started. If you want to increase it to a weekly post from there, you have that flexibility. Lastly, if you work with a PR agency, consider asking them to help you come up with an editorial calendar, or maybe even to write the posts for you. This can lead to maximized SEO, relationship and brand management results.