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Blogging regularly is important for many reasons. The most obvious being that if your want to retain a degree of professionalism (assuming your blog is not a personal one) then it looks better if you are continuously finding new and interesting things for your audience to read.
Honestly, how eager are you to get involved with a company or a business through its website, when you visit its blog and see that the ‘most recent’ entry has a date stamp of 6 months ago…?
Besides, there are some little gems you may be sacrificing if you neglect your company’s blog – such as:
Being fresh and innovative!
A blog post is an article that varies in length, can be about anything you want and is usually beneficial to the target audience it was written for. Through blogging, you can use it to encourage people, persuade them or simply to entertain them. Why lose out on something this beneficial? If you are a company or a business that has something you are trying to sell, your blog is the place to do this!
If you want to improve your chances of being visible in search engines (and you do) then well structured posts are essential. A great post can start to rank in search engines over time and could potentially bring in web traffic to your website. (For tips on how to write a great post you can read my earlier article titled ‘Successfully guest posting on A-list blogs’)
Being communicative & media savvy!
Simply because blogging and social media marketing must coexist when it comes to marketing a business, communication is essential.
Social communities, such as Twitter, Digg, and Facebook among others, can be used as a platform for your blog, and so being a consistent (but quality) blogger could create the opportunity for more traffic to find drive its way to your blog. Perhaps most importantly, through these social networks you could gather new business opportunities.
Blogging is a way to explain to your readers who you are as a company. Distancing yourself from the competition is what your brand and your website will attempt to do, but a blog can add that extra panache needed to make your business really stand out. Much like a chronicle, your blog can be how you document the goings on in your company – which will give allow it to develop a voice and a personality.
So blog & blog often!