Building an engaged community through a business blog can be extremely difficult—sometimes impossible. Look at companies like General Electric that do an amazing job with their blogs and yet have almost no “community” or comments at all. There must be some good business reason they do it, right?
There better be. Every corporate marketing activity must somehow be tied to creating shareholder value, and blogging is no different. Let’s look at 10 legitimate business reasons why your company should be blogging—even if you can’t seem to build a community of active readers.
1. Search engine benefits. This may be the most obvious business benefit of blogging. Search engines give preference to websites that have fresh, relevant content. HubSpot research shows that sites with blogs get 55 percent more traffic than sites without blogs—even if there are no readers!
2. Marketing differentiation. Finding a way to stand out may be the most difficult chore a business faces. Do your competitors have blogs? If not, this might be an opportunity to establish the voice of authority in your industry and enhance your brand image with customers.