Communications professionals hear a version of this question from clients and bosses all the time.
“Why do I need a blog?”
The answer to the question comes from a very unexpected place: the late comedian George Carlin.
More specifically, the title routine from his 1981 album “A Place For My Stuff.”
Yes – a blog is a place for your stuff.
Brands have lots of stuff (messages) they want to distribute to you (current, potential and lapsed customers).
And blogs provide a place – a piece of real estate – where messaging of all types can live.
So what about blogs make them such a great place for your brand’s stuff?
1) SEO – I’m assuming you’ll be blogging about stuff that’s relevant to your industry, so you’ll be using keywords in your post that should help boost your site’s search engine optimization. Bonus: search engine spiders crawl and index your site every time you update it. Let your stuff work for you.
2) Distribution Options – Blogs can be accessed in many different ways besides just visiting the site – RSS feeds, readers, email subscription. Let people access your stuff when/where they want.
3) Social Integration – With one click, readers can share the link to your blog on any social platform. That amplification potential is immense. Let people share your stuff.
4) Categories – Blogs can contain different content threads and topics, using categories to differentiate content. For bonus points, you can send someone the link to a category of relevant content on your blog. Organize your stuff.
5) Clutter Reduction – Bear with me on this one. But by having a blog on your site, you don’t have to create new web pages for EVERYTHING your organization does. Some programs and events may just require a blog entry to promote or share. Be more efficient with your stuff.
What about you? Why do you think a company should blog? And, please, don’t use any of the words you can’t say on TV!