Why you blog…. just do it ok… no excuses.

So when I recommend to clients that they should start using a blog it’s usually one of 2 excuses why they think they shouldn’t:

  1. The “I don’t blog” excuse, where it’s beneath them or doesn’t apply:

“I’m a restaurant I don’t really need a blog”
“I’m a photographer not a blogger”
“My clients blog, I’m just a reseller”

or

2. We use social media to communicate:

“We use social media”
“We use facebook for events”
“Our customer use instagram to view photos”
“People find us on yelp”

And what I say quietly under my breath to myself when I hear those answers is:

  1. Uh duh, of course you feel better or more sophisticated than a blogger, I sure do. I mean, who would ever blog??
  2. No shit, who doesn’t use social media to engage new customers for business, you’re an idiot if you don’t.

But I understand why I get these answers, and the issue lies in the fact that clients do not fully understand what the underlying blog functionality is in a website, they make a general conclusions of what blogging is and how it can help leverage the power of all communication channels from social to email to search to streamline promotional message, and in short, they just don’t understand or use the darn thing correctly. So let’s go over why you should be using you blog on your website, and how to best leverage your social media and other communication channels all at once, and in turn, streamline communication message workflow & process.

Think Bulletin Board or Wall
We normally associate blogs as usually written by socially awkward people who find self validation by divulging personal feelings to strangers online. But how we should really should be viewing a website blog is as a big bulletin board for your company. Just like a Myspace wall, Facebook wall, or any other early versions of social media walls, the basic blog functionality of most Website CMSes (content management systems) is to manage the frequent publication of short pieces of text and media to the web easily. It’s not really about telling the world the company’s inner feelings or bringing breaking news to masses, it’s more about being a public “wall” or public PR channel for your company and should be used as such. I mean, no one really cares about your feelings haha. =]

Bog Post 1st Social Post 2nd
The next step is to stop posting immediately to your social accounts. Because we want to use our company blog as the main PR channel, or Myspace “wall” or bulletin, we need to stop FOMO feelings which trigger us to immediately post to social media and we need to be calculated with our message follow a process process flow to the message we send out. To do this, you need to start every social communication on your blog first, no matter how trivial it is. Again you stop immediately posting to social 1st and you start posting to your blog 1st and social accounts 2nd. There are numerous reasons for this, the main reason is the ability to get one message out to many channels all at once, but it also helps to give a single location for an actionable backlink, or in other words it helps to lead customers back to your website where the can complete an action of some sort, like buying something or signing up for a newsletter. Once your blog post is created first on your website, you then can post the link to all your social media profiles with a customized side note.

Anything goes
Now that your blog is the 1st place you start messages to all of your communication channel, remember any sort of content works. A 1 -2 word sentence, image or video work as a blog post, it does not have to be 3 pages long. If you plan to stem every social media communication from these posts, many will be short & sweet. So stop worrying about length and quality of content and concentrate more on frequency. In my opinion, in a modern world where a meme can have meaningful impacts, a single sentence is more than enough content sufficient for a blog post. Just get hose messages out there ASAP!

Backlink… 123 Action!
As mentioned above having a rental place where social messages stem from allows you to include “backlinks” or links back to your site, and its important that you include a backlink with every post to social media. Not only can we track how many people click and where they go but we can design a backlink to point to a page where the user must take action, like join a newsletter, get directions, or add a products to a cart. So whether there is an action involved in your post to social media or not, there should always be a link back to the website or blogpost.

Just do it.
The reality of blogs is that people want want content and the generate traffic, people do want to hear what you have to say. With website analytics we can track very easily how certain types of media preform and for social media companies and search engines as well, new fresh content is what they also want. A company blog, treated as a PR bulletin board that springboards content to your other social profiles, with backlinks to be able to track how relevant and meaningful content preforms, is valuable marketing practice and toolset, very simply put. A blog is a valuable tool for you to communicate easily between all channels publicly, and I have yet to meet a business case where I don’t think this toolset would not be beneficial.

Why aren’t you blogging already, blogger. No Excuses!

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