Are crickets chirping on your company blog?

Every week my husband groans and asks why I have to keep writing my business blog: Fertile Ground.  He views the exercise as an albatross around my neck, since I’m a small business owner who can’t share the  writing responsibilities with anyone else.  I see it differently—and so does Mark Schaefer who wrote an excellent piece this week on his blog: {grow}.  If you have any doubt as to why you should continue (or start) a company blog, definitely read his post: “Ten Reasons to Blog–Even if Nobody Reads It.” 

Many of Mark’s readers, including myself, wanted to add a few more reasons to the list.  Here’s my further rationale on why you should have a company blog, no matter how small or how large your business:

1. A company blog creates a personality for your brand.   Many brand images are based on stale, dry facts on a company’s website or packaging.  These perceptions are devoid of any inkling of the company and people who stand behind the products.   If you aren’t demonstrating who you are, how can your consumers warm up to you and embrace your brand?  I recently put out a call for information on a client’s products.  A woman that I know on Twitter wrote back and said that she used to buy the products when all the employees were pictured on the packaging.  Wow!  What if each of those employees took a turn writing a blog post–wouldn’t you want to hear their voices as well as see their photos?

2. Writing helps you clearly define your brand and company mission and principles.  Have you ever been tasked to write or talk about the mission and philosophy of your brand then suddenly discovered that you were a little fuzzy on the details?  Most business experts advise writing your business and marketing plans for this reason.  If you can’t commit the details to paper, then how do you expect your customers to be crystal clear on your brand?

3. Blogging invites engagement.  In Mike’s post, he talks about the crickets chirping in the comments section.  I, too, wonder at times if anyone is reading what I have to say.  Then I’ll get an email or a phone call from someone saying that a certain post touched them, made them think or was perfect to forward to their customers.  If I weren’t blogging, I wouldn’t be engaging in these other mediums about ideas that are important to my audience.

4. Current posts let your customers know that you’re alive and taking care of business.  One of my client’s websites hasn’t been updated since 2007.  In the digital world, this is ancient.  Products, packaging, distribution, all sorts of things have changed with their brand.  Anyone who comes to this site quickly realizes that the information has been static for quite a long time, and is not credible.  Is this the message you want to send to your consumers? 

5. The discipline of blogging makes you more efficient.   I look at blogging as writing drafts of conversations that I might have with my clients.  You might look at blogging as drafting position papers.  If you’ve already blogged about new products, ingredient information in your products or the company’s sustainability efforts, for example;  you now have content that you can repurpose for your website, management presentations, email newsletters, etc. 

What’s holding you back from blogging about your brand?

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