Uncovering the hidden benefits of a company blog, we’ve gathered perspectives from various professionals, including marketing specialists and content strategists. From enhancing internal communication to establishing industry thought leadership, explore the thirteen distinct advantages these experts reveal about maintaining a blog on your company’s website.
1. Enhance Internal Communication
One not-so-obvious advantage of maintaining a blog on your company’s website is enhanced internal communication and employee engagement.Â
By encouraging employees to contribute to the blog, a company can provide them with a platform to share their insights, successes, and experiences. This can highlight internal expertise and promote a culture of knowledge-sharing among employees.
Dzhamilia Gasanova, Marketing Specialist, Elai.io
2. Address Niche Customer Queries
Answering obscure questions lets people know they’re not crazy. If I have a random question at 2 a.m. and find the answer on your site, I’ll know at least one other person thought of it, too.Â
Then, when I have a problem I need to handle in that niche, guess where I will go? It is probably the company that thinks just as randomly as me. After all, if they could answer that one question nobody else bothered to think about, why couldn’t they help me with this problem?
Brady Cook, Marketer, 3430 Marketing
3. Boost Employee Visibility And Skills
We all know about the organic traffic that blogs gain. But, running a company blog is beneficial for your employees.Â
Most of the time, people have a lot of work, and blogging is another task on their list. But they can profit from blogging by writing publicly in the long run. They gain exposure in their field, which ‌helps their employability over the long term.
It’s also an excellent opportunity for the employees to hone their writing skills, which is essential in today’s remote work culture.
Corina Burri, SEO Consultant, Zürich
4. Showcase Original Research
It allows a company to be the original publisher of their primary research. Companies that conduct original research can publish the results on their blog, and anyone who wants to use that research will have to link to the company’s blog if they’re going to link to the original publisher of it. This has obvious link-building and SEO benefits but also showcases the company’s research abilities and expertise in their industry.
Rob Swystun, Content Strategist, Rob Swystun
5. Leverage Blog Posts On Social Media
When creating social media content, we often overlook how easy it is to post our blog articles to social media to engage customers further and build our organic Facebook presence.
Christopher Olson, General Partner, Azalea City Tax & Accounting
6. Foster Customer Interaction
Blogs give you insights into what to improve in your brand. While good company websites are great for providing client information, they often don’t allow for much back-and-forth interaction.
This lack of interaction is where a blog shines. It creates a conversation with your industry’s customers, leads, and people. You can encourage your readers to leave comments, ask questions, and even start debates on your blog posts.
Try ending your blog posts with a question to get this interaction going. This encourages readers to respond, even if it’s just a rhetorical question. Having deep conversations with your customers through your blog is a fantastic way to build trust and establish your brand as an authority. It also lets you see your business from your customer’s viewpoint and make changes to improve your offer.
Amy Tribe, Director, OGLF (Our Good Living Formula)
7. Build Trust With Customer Interviews
Lots of content managers underestimate the importance of interviews for their company blog. Of course, writing content targeting specific keywords is essential to increase traffic and leads. Still, sometimes, I think you could use your blog to interview your customers and create case studies based on their honest opinions.
This approach works well to generate trust in new potential customers looking for authentic feedback from companies or people with similar needs. This is a huge benefit that few take advantage of, so make sure you use it!
Giovanni Della Ventura, Head of Content, giodella.com
8. Improve Site Freshness And Indexing
It’s an incredible way to allow internal authority across your site to ‘flow’ via internal links. You can also internally link aged content to index new content rapidly. It can help keep your site “fresh” for search engines and users.
Wendy Makinson, HR Manager, Joloda Hydraroll
9. Signal Active Business Status
One lesser-known advantage of maintaining a blog on your company’s website is that people know you are an active business. When they are in the startup phase, many companies start by having a blog, but as they begin to scale, writing blogs becomes less of a priority, and they start focusing more of their efforts on paid marketing and converting those leads.Â
While the biggest bang for one’s buck comes from focusing on converting those leads, several people will come to the website to check out whether the blog is active, and when they see that it is not, they may assume that the business is not active anymore, and so they’ll go to a competitor. Having that active blog will help to convert a certain percentage of that paid traffic simply because the potential customer will see that the business is genuinely active.
Sebastian Jania, CEO, Ontario Property Buyers
10. Humanize The Brand
Show off your side as a business to demonstrate to clients that you are more than just a number. Companies may come across as impersonal, but using a blog can show their human side and help readers understand their daily operations.Â
Researchers at Demand Metric found that sixty percent of consumers enjoy reading brand content. After reading their content, 82% of consumers reported feeling better about the brand.
Axel Hernborg, Founder and CEO, Tripplo
11. Mine Data Effortlessly
One advantage of maintaining our company’s blog is that it acts as an effortless data mine. Our blog allows us to track user interaction and gauge the relative interest in our various offerings. This aids in understanding the sections that resonate best with our audience and refining our content strategy accordingly.Â
Our blog furnishes precious, real-time insights into customer trends and preferences. Plus, it’s a riveting treasure hunt—we never know the valuable nuggets we might unearth next!
Nooran Zafarmand, Co-Founder and CEO, Japamana
12. Showcase Portfolio And Case Studies
A blog is essential on a website because it is a great place to show off your portfolio and case studies. It’s perfect for sharing stories of successful projects or services you’ve provided, which can demonstrate what you’re capable of. This real-world proof can give potential clients the confidence they need to choose your services.
For example, having a blog allows you to detail the process behind your projects, offering a behind-the-scenes look that adds depth to your portfolio. This transparency showcases your skills and builds a narrative around your work, making it more relatable and engaging.
Danilo Miranda, Managing Director, Presenteverso
13. Establish Industry Thought Leadership
A less obvious benefit of having a blog on a company website is the chance to establish thought leadership within the industry. The company can share expert insights and perspectives on industry trends through a blog, positioning itself and its leaders as authoritative figures in their sector.
This boosts the company’s credibility and opens doors for networking, collaborations, and media attention. Moreover, it helps build a stronger relationship with the audience by offering content that adds value beyond mere product or service promotion.
Jon James, CEO, Ignited Results
