• Anthony Petrucci

5 Reasons Why Blogs Are Important for Companies to Do

Updated: Jun 24, 2019

1. Perfect format for awareness-building thought leadership, blended with a clear “call to action”.

Blogs are an ideal communications vehicle, especially for B2B companies. Blogs allow a company executive or thought leader (guru) to share insights, perspectives, relevant information, questions and forward-thinking in a lofty way. It allows a company to engage with potential buyers before the buyers are ready to engage in product-specific content.

Blogs should not have the sheer commercialism of a product spec sheet or blatant product ad. Blogs are best used to speak to the interests and/or pain points of customers and prospects.

Blogs help nurture buyers along the buyers journey. Blogs also help reinforce the relationship with customers. Just as a person looks to a friend for insights about something, a customer looks to a thought leader for insightful thoughts on a topic of interest. Blogs help build community.

Last but not least, a blog should end with a “call to action,” such as a link to a webinar, white paper, tech note or video. The reader will click the “call to action” button if the blog has provided value to educate him/her on something he/she cares about.

2. Opportunity to speak directly to customers and prospects and advance them in the buying process by educating them.

Press releases are primarily for editors of media outlets, but blogs speak directly to customers and prospects. Public relations professionals are usually better at blogs because blogs are more effective when written more in a “brand journalism” style than a “marketing copywriter” style.

Think of a blog as a piece of educational material. When your target buyer is more educated on a topic that will drive a purchase decision, the more of a chance you have to influence them by educating them, rather than blatantly trying to “sell” to them. Increasingly, people do not like to be “sold to.” They want to be educated and then, after weighing the options, they make their own decision. But blogs help shape their thinking, bringing up points or questions that may stop them from buying from your competitor.

3. Build a relationship with customers, prospects, media, analysts and other stakeholders online through a conversational, approachable voice with a point of view; inviting feedback and engagement

Blogs are great for building a community. They tend to be written in a conversation and approachable “voice.” They articulate a point of view. It does not mean everyone has to agree with you. It just means you are making a case for something. It’s more important to have a well thought-out argument, with supporting points. Invite feedback. Your blog may even spark a new string of conversations in the marketplace that could drive more people to consider evaluating your company’s products.

In a blog, you can comment on relevant new stories, play “devil’s advocate” on an issue and communicate “5 things you need to know” on a certain topic. It is best to present your blog as a source of useful and relevant content – not as just another promotional tool to push products. In many cases, a potential buyer looks to a blog before making a move to look at product information. They want to understand your values, your point of view and your focus on helping them solve a problem or make their life better.

4.Content that helps with search engine optimization to place the company higher up in Google search results.

Blogs are known to help companies improve the visibility of their content showing up higher in Google search results, thereby making it easier for buyers to find your information when they type in a search term in Google. The Google algorithms are so intelligent that they scan blogs and can tell if they are legitimate blogs or not – which is why the old technique of loading up sites with repetitive keywords no longer works. Blogging is a legitimate and respectable way to gain “mind share” on a topic or issue, while improving search engine results.

5. Reach a broader audience on timely, relevant topics with dynamic perspectives, opinions, questions and insights to enrich conversations happening in the marketplace.

By blogging, you position your company and yourself as a thought leader. You provide timely and relevant information that will make people smarter. Rather than pushing feeds and speeds that few people may care about, blogging allows you to add value to conversations happening in your market. You can bring out more of your personality and your “voice” through a blog. You can explore topics without needing to deliver a definitive answer. If you can blend being entertaining with being informative, your blog will do better, but even a relatively “boring” blog can be effective, if it provides unique and valuable information. If your company is a market leader, you almost have a responsibility to do blogs in order to tell the market how the market is evolving.

To blog, you and your company may need three things:

· A blog strategy

· A writer who will “ghostwrite” blog posts for your executives and other thought leaders (preferably a writer trained in thought leadership – not just a traditional marketing copywriter)

· A blog calendar that is managed in accordance with other PR and marketing activities and content

Writervation provides blog writing services.

If we can ever help you, please email

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