Companies Need to Blog More Than Ever Before

By Graham Jones

Life-Of-Pix / Pixabay

Blogging has been with us for 18 years. Even so, the vast majority of businesses do not blog. A recent study of the Fortune 500, for instance, showed that only 42% of these significant companies had a blog. Mostly, they are high-tech firms producing blogs. Traditional sectors don’t appear to have taken up blogging, in spite of its long-term existence online.

Meanwhile, almost every company is using LinkedIn – 98% according to the Fortune study. The vast majority of companies also have Facebook pages, Tweet regularly and upload videos to YouTube.

But you have to ask, why?

Consider a Facebook page. No matter what you do with it, it still looks like a Facebook page. Apart from an image at the top, every Facebook page looks like every other Facebook page. The branding is Facebook’s.

The same is true for YouTube, Twitter, LinkedIn and every other social network you consider. When you upload any item to social media, you accept that the presentation and the brand image conveyed will be that of the owner of the network – not you.

It would seem, therefore, that even significant businesses on the Fortune 500 have collectively said, “It’s OK for our brand to be diminished, for our web presence to use your fonts and colours, not ours, and for people to think about your brand, rather than ours when they visit our content on your network.”

Businesses have given up control of their brands and put the control of their image in the hands of people they do not even know.

Meanwhile, blogging allows a firm complete and total control. As the owner of a blog you can decide how it looks and ensure it follows brand guidelines. You can decide what to include and how to promote it and what order in which it will be presented. Unlike social networks, bloggers get to decide exactly how the world perceives them.

None of this is news, of course. Back in 2005, Business Week magazine said that “blogging was no longer an elective, but a pre-requisite”. In other words, if you didn’t blog your company would face an uncertain future. Equally, for a decade now, the inbound marketing company, HubSpot, has been producing data which demonstrates that blogging is the “number one” element in generating leads and online sales. Without blogging, companies appear to be making life much tougher for themselves on the Internet.

However, in spite of all the evidence that demonstrates the clear benefits of blogging for business, the majority of companies still don’t do it. And even those who do blog, most of them are only occasional users.

  • Companies that blogged in 2015 21%
  • Companies that blog in 2017 42%
  • Companies that should blog in 2018 100%

In fact, until recently blogging went into decline for companies. The proportion of companies with blogs fell to just 21% in 2015, but now that has doubled to 42%. In the space of two years, business blogging has doubled.

Why?

Well, gradually firms are realising that social media presents them with no control. Apart Go to the full article.

Source:: Business 2 Community

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