Blogs used to be a niche movement, but they’ve quickly taken off to become a necessary and expected aspect of every company’s website. In an age where blogging is considered a legitimate and lucrative career path, a company without a blog seems a little incomplete. Here are a few reasons why your company website should have a blog.
Having a blog isn’t just “the cool thing to do” -- it’s also a way for your company to develop a voice and a readership. Millennials love reading blogs, but that’s not the whole point. What they love even more are companies that they can truly identify with. They want to relate to the brands they buy from, and reading great articles that go up a few times a week is the perfect way to do that. Your blog is where you can be fun. It doesn’t have to be written in the same voice you use in business meetings. Your blog is where you become likeable and familiar.
Blogs are accessible, and require nothing more than a “Blog” tab in your sidebar. As for running the blog, some companies choose to hire an in-house writer, while others might outsource the work or split it up evenly amongst themselves. If you decide to hire an in-house writer, you also get to provide a great opportunity for someone who’s likely just starting out.
According to the McCarthy Group, 84% of millennials do not trust forms of traditional advertising. While it might not seem obvious, a blog is a great way to advertise your brand in a non-traditional way. By putting out articles instead of banner ads, you can start more of a conversation with your audience. While ads are static forms of one-way communication, blog posts, especially when circulated on social media, are productive ways of communicating.
And, of course, there’s content. Your blog is your chance to truly develop your company’s identity and broadcast that identity to the world. You control your own content, and that labour won’t go unnoticed. In fact, it might even help you out when it comes to recruiting. At Eye-In, our team has recently grown specifically thanks to our presence on social media and how active our blog is. As an outsider, whether someone is considering working for you or becoming a client, having content about your company can sway their decision. More content means more information, and more information means decisions can easily be made.
As you can see, our blog is a major part of the company at Eye-In. We all contribute ideas to it and discuss articles among ourselves once they’ve been published. In this way, it’s great for team building and enforcing a positive work space where opinions are valued. We think these are 5 great reasons for starting a company blog. Thought of more? Let us know in the comments below!