Recently, The Center for Marketing Research at the University of Massachusetts at Dartmouth released statistics showing a big decline in blogging by Inc. 500 companies. In 2010, fifty percent of the Inc. 500 maintained a corporate blog. By 2011, that number dropped to 37%. The study argues that this decline is due to growth in other social media platforms, such as Facebook, Twitter and LinkedIn.
Great! You wanted to junk your blog anyway. It’s hard to come up with original content, you don’t see clear returns and now you don’t have to do it anymore. Not so fast.
The Inc. 500 is a specific set of privately owned companies, with at least 2 million dollars in revenue last year, and at least $1,000,000 in revenue in 2008. The companies range from 2 employees to thousands, and from industries as diverse and food and beverage to advertising to government services to clothing boutiques.
The only similarity between the companies included in the Inc. 500 is their willingness to apply for inclusion on the list. We can’t assume they all have the same online marketing needs.
You should you keep blogging. Why?
- Search Engine Optimization: Blogs are useful for SEO for two reasons. First, blogs give you an opportunity to create fresh content, which Google loves. Second, your blog allows you to publish keyword rich content of interest to your customers. Stick those keywords in your post titles, post URLs, and better yet, in your article link text. (Bonus points if these links point readers back to your own website.) Strategic use of blog posts can make your primary website more easily found through search.
- Establishing Expertise: Why should potential customers choose you? Price? Product? Service? How about because you are the perfect fit for their needs! You are the best at what you do! How do you demonstrate this? Online reviews help. So do social conversations. Blog posts give you one more opportunity to demonstrate your knowledge of your field and your care for the needs and challenges of customers.
- Social Feeding: You know all those other social platforms you want to post to? What are you posting there? You need content, right? Why not create it yourself! Original content always demonstrates authenticity in social circles. Add blog posts to the mix. It demonstrates that little extra bit of effort that many companies aren’t willing to undertake.
Yes, blogging is hard. But like your broccoli, it’s good for you and your business. Keep it up!
What do you think? Has your company started a blog? What were your experiences like? Let us know!