How to write effective blogs

Okay, so obviously this blog seems a little counterintuitive. We’re a company whose sole responsibility is to write effective blogs and direct more traffic to your site through those blogs. So shouldn’t blog posts always be a good option? No. Blogs are not always what you should be doing. Why? We’ll cover that now…

When would you want to use a blog for your company? 

• Blogs are great at shifting attention toward new products and services and for giving your customers a look into the way that your company operates. They’re a way for the buyer to see past the transaction and get a feel for the personality of your organization. So blogs are even better if you’re a new company, because everything about you is new. For example, a company that sells consumable products – like workout supplements – requires a certain amount of trust between buyer and seller and is not going to be very popular as a new company because it hasn’t established credibility yet. Blogs help project you past that barrier.
• Effective Blogs are perfect for keeping users on your site. If they’re browsing around and see that you have a blog, it puts them on your site for a longer period of time, raising the chances that they’ll end up buying something, especially if they’re interesting blog posts. You don’t want a blog that bores your potential customers to death. You want a blog that intrigues them even if it doesn’t directly relate to a product or service you offer.
• Effective Blogs are very good for current events. Advertisements are often outdated, yet remain in use because of the initial investment they require. Blogs, and social media marketing in general, are great for relating current events to your business and services/products.

When wouldn’t you want to use an effective blogs for your company? 

• An effective blog isn’t right when you have products/services that you don’t necessarily publicize. Many consulting and financial investment firms make their living by turning other people’s money into more money. In these cases, a typical blog isn’t the best choice. Instead, these types of organizations should use something similar to a blog that feeds off of current events and publicly consults/advises their readers on what they would’ve done in this circumstance. For example, the recent acquisition of Virgin Airlines by Air Alaska could have been assessed from a financial or business consultant perspective perfectly and posted on a website that’s not necessarily a blog, but more like a news stream.
• If you’re an informational website, like Google, you don’t need a blog. These websites are the companies themselves – meaning that people only go there to use whatever service they offer. You don’t go to Google to read what they have to say. You go there because they’re the middleman who takes you to the place you really want to go.

So 95% of the time, blogs are a wonderful option. It’s essentially free marketing, and it really helps to highlight your company’s culture and values.