Should Your Brand Start a Blog?

As the popularity of blogs continues to grow, you’ve probably asked yourself, “should I start a blog?”

Blogs offer many benefits, but they also require a lot of work, care, and attention. Deciding whether or not your company should start a blog should be a team effort to ensure that it has the best chance of being successful. If you’re still unsure if a blog is the right fit for your company, the team at Origo is here to help.

What would you blog about?

What makes blogs so great is their versatility. You might be thinking your company doesn’t have an audience who would be interested in hearing your point of view. But, you might want to think again.

Almost any industry has a space to blog online – growing their thought leadership in their field. Lawyers could post about legal advice; restaurants could give recipes and cooking tips; salons can write about hair care and styling – just to name a few. Blogs should be niche. Every company is an expert in their industry, and customers want to hear from their favorite businesses. To help get you started, see the article we wrote dedicated to topics you can blog about. 

What are the benefits?

Blogs offer many benefits you may never have thought of. One of the most important ways they help your brand is by building relationships with your customers. Blogs can improve your company’s communication efforts by:

• Establishing your brand as a leader in your field
• Becoming a trusted resource
• Keeping current and potential customers engaged
• Promoting different areas of expertise
• Demonstrating your company culture
• Highlighting key staff and their success stories
• Generating awareness around your philanthropic efforts
• Elevating your recruitment and staffing initiatives

According to Demand Metric,

• 82% of customers feel more positive about a brand after reading custom content
• 78% of customers perceive a relationship with brands through custom content
• 70% of customers feel closer to a brand after reading its content

Brands who blog also see a return in website traffic and lead generation. Companies that blog see 55% more visitors and B2B companies with blogs generate 67% more leads than those who don’t. And if you’re still curious, here are 25 stats that show the impact blogging can make for your company.

What are the challenges?

While the benefits of blogging can’t be ignored, neither can the time and dedication that it takes. Consistency is key when it comes to blogging – it’s essential to maintain a posting schedule to maximize impact.

Equally as important to consistency is quality. Providing readers with value is much more crucial than simply publishing an article for the sake of publishing. To become a trusted resource, it is suggested to showcase professionalism and knowledge in every article.

Good writing takes time, and while it’s not necessary to have a dedicated blogger, it is essential to have a person – or a team – who can make blogging worthwhile and maintain your brand’s voice.

You also need to consider the technological side of blogging as well. While you can start a blog for free, to remove ads and unlock more customizations for your site, you may need to sign up for a subscription. Many websites, like WordPress or Wix, allow you to start a blog for free. Even if you’re not tech-savvy, websites like these make set-up easy and have a support team to help whenever you need it.

So, is a blog right for your brand?

There’s a lot to consider before starting a blog, and it’s a very personal decision for each company.

No one can tell you what’s best for your business. But, if you have a team ready to get started on a blog, the benefits can’t be understated.