What are the benefits of blogging?
I can’t speak for everyone but here’s what I’ve realized in my 10+ years of being a [successful] blogger…
…(there are many obvious tangible ones, but also many intangible ones)…
BENEFIT #1 – branding expression
Because some things can’t be expressed in any other way than in the format of written paragraphs. There’s a unique quality in the way that words can be read and felt by others.
Sure, I can launch a coupon or special promotion for my latest product telling people why it’s the best thing ever. Or I can do several blog posts leading up to the launch, sharing the process of what I’m doing. And then even blog posts afterwards talking about how it’s changing lives and bettering the world. Regardless of which method you think is better, we can both agree that they are different.
Blogging can express your brand like nothing else. It bares your soul. Unlike the typical forms of branding expression…like with design and marketing (where you can only be louder and more obnoxious)…blogging allows you to have deeper conversations with your audience.
BENEFIT #2 – longterm relationships
Many people feel blogging is too much work and too much time, but that’s exactly where its strength lies. At the end of the day…when it comes to matters closest the heart…people trust the people they have the deepest/longest relationships with.
Can years of advertisement and coupon mailers build these deep/long meaningful relationships? HELL NO! But what if was just you having heartfelt relationships from writer to reader? Oh yeah…these “readers” become your friends and family. They feel like they know you. They feel like they trust you.
BENEFIT #3 – the run-on sales pitch
You would think blogging was supposed to be this 2-way communication tool where businesses use it to have dialogue going back and forth with their customers. And it was and it is…except only it doesn’t work that way 98% of the time.
Most of the time, blogging is like this super long sales pitch where you get to do all the talking. (Hahaha…if that isn’t blogging’s most underrated power, I don’t know what is.) It’s just the nature of the medium. You do tons of talking, and your readers do very little if at all. It even sets up the relationship for them to just consume your words and not ever argue with your authority (if they like you).
BENEFIT #4 – connecting with influencers
The toughest and most powerful customers to have are the most educated ones. The ones that shop carefully and cautiously, scoping out every product market before choosing one. The ones that feel they know more about your product than even you do. You know those kinds of shoppers that go to a store with the “No thanks. I don’t need help, I’m just looking.”… those people!
Blogging lets them consume your brand at a distance, lurking comfortably from their own space until they’re ready to try. And the best part is…once they’re warmed enough to try your product, and they love it, they are the ones who go around as your brand ambassador and shouting your brand from the top of mountains to everyone else.
Oh, and it gets better. Not only will they sing the praises of your brand but they also amplify everything you say from here on out. Got a new product or new blog post? They’ll happily reshare and forward to their audience. Because they feel your brand now reflects them. Your brand expresses them. How beautiful is that?
BENEFIT #5 – improved SEO rankings
It’s funny, I almost forgot about this one. But yes, blogging helps your SEO like nothing else. Tons of content for Google to index, and tons of share-worthy links for your readers to link to or share elsewhere. I can’t think of a more guaranteed way to raise your content value on Google search engine than to increase site content.
BENEFIT #6 – email collecting
Were you hoping to collect customer emails for marketing purposes? I can’t think of an easier way to do that than by offering FREE valuable information to them on a regular basis. Blog posts are events! And the more shit you have going on, the more they want to stay updated on you!
BENEFIT #7 – collaboration opportunities
Blogging makes your company a much more accessible figure. People feel like your company has a face and a name. A person who can be reached and connected with. You’re not just some “other competitor”.
This often leads to many partnership opportunities, cross-promotion, interviews and who knows what else. Everybody wants to work with you when they know you have an audience. Or likewise, when they know you would appeal to their audience.
BENEFIT #8 – educate consumers
There are many reasons why you want to do this. Maybe to help customers learn how to distinguish GOOD vs BAD, and ultimately choose your product over a competitors. Or maybe you want them to be more self-sufficient so they don’t clog your support channels. Or maybe you want to show them how to use your product better. Or maybe you want to create a community where your customers can help each other.
A blog can teach everyone about your product in ways other communication methods simply cannot.
BENEFIT #9 – relationships with non-customers
This is another massively underrated benefit of blogging. Blogging lets you have relationships with people who aren’t your customers. There are so many reasons this is crucial. The two main reasons are because: 1) they might one day become your customers, and 2) because they can share your message with other people who are more likely to become your customers.
I’m not a believer of that outdated attitude where you don’t spend any time on anyone unless they’re bringing you money. Leveraging your relationships with non-customers is so incredibly powerful. You can even use it improve your industry’s awareness with the general public. (For example…a motorcycle dealership posting a blog why car-owners should own a motorcycle.) Say it with me now…non-buyers DO affect your bottom line!
BENEFIT #10 – you make money
I think this is the million dollar question for many people considering blogging. And I’ll just say this…if money is all you care about, it really isn’t going to work for you. You’re just gonna be like that cold lifeless corporate blog, and everything you say just feels like another advertisement.
But what if you DID do it right? What kind of money will you get then?
It’s like this…blogging gets you readers. With lots of readers, you make lots of connections. With those connections, you garner trust and authority. With that trust and authority, your product becomes easier to sell. Or easier to price higher. Blogging helps you build trust so that your selling (if you even need it at all) is so much simpler because people inherently trust you and you no longer have to prove anything that you say.
So while blogging doesn’t bring easy money, or fast money. It most certainly raises your profits in the long run…and not only that, but it raises the trust you have with your audience which then paves the way for more profits.
Does every business have to blog?
Nope. Absolutely not. But every business should absolutely find a way to create meaningful longterm relationships with their customers. Maybe that’s in the form of a newsletter. Or a Facebook group. Forum. Youtube channel. Or weekly Meetup. Or just plain follow-up emails to see how they’re doing. Whatever.
One thing is for sure. You need to build longterm relationships (assuming customer lifetime spend is greater than cost of acquiring new customer). And it doesn’t even have to be on the topic of your product or niche. It can be about your entire industry as a whole. It can even be just a fun community blog that’s more personal and not so professional. Leverage your brand personality!
The business benefits I received from blogging
- FANS – I find people who share similar interests.
- FEEDBACK – I get to hear opinions from my fans, knowing what they think.
- TRUST – People trust (and respect) what I have to say.
- INFLUENCE – I affect opinions and direction within my industry, in both businesses and consumers.
- RECOGNITION – More people recognize my brand, and my work.
- WORD-OF-MOUTH – People share my work with their friends.
- POPULARITY – I’m invited to participate in many projects and promotions.
- GRATITUDE – People want to give me free things and free access.
- INSIGHT – People share secrets and private information with me.
- VALUE – My perceived value to others goes up, and people willingly pay more for my time.
- SALES – I experience increased sales with less effort.
- SATISFACTION – I experience greater personal satisfaction in my work.
So sure…while blogging may not be perfect for every business…there’s no doubt in my mind that your business can certainly benefit from everything I just mentioned above. Hate writing? Maybe try vlogging.
I wish your business the best of luck and happy blogging!
I was amazed not to see any comments below!
This has to be one of the best bits of advice you can offer to anyone running a website and wishing to connect with their market.
It is emotive and non-techy. A well-run site will capture the customer, but if it is weak on fresh content, then the customer will walk away. If I see a company is not active on its own site or has social media accounts looking dormant, they obviously cannot be bothered, then neither can I!
Keep up the great content 😃
Great to hear from you, Nigel. Yeah most posts get more comments on Facebook than on the site (more convenient for mobile readers, I feel). I definitely agree that if a company can’t bother with their social accounts, the no one else will either. See you around!