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Eight Ways Your Company Can Benefit From Blogging

by Mack Collier  |  
April 22, 2008

Once upon a time, marketing consisted of primarily one-way communication from companies to customers. Marketing messages were disseminated via print, radio, television, billboards, public relations and direct marketing channels. The goal was to reach customers through one or more of these vehicles.

The Internet has radically changed the marketing experience by removing geography as a limiting factor, and as a result it has increased the number of potential customers a company can reach through its marketing efforts. Potential customers can search for just about anything on the Internet.

Blogging takes advances in marketing one step further by transforming it into a conversation. It allows organizations to initiate conversations with their audience. Blogging conversations can also occur between customers and potential customers and your competition and existing or potential customers.

A wonderful byproduct of this conversation between your company and its customers via your blog is that you and your customers begin to better understand one another. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs!

There are as many reasons for an organization to consider blogging as there are organizations. However, most of the reasons will fit into one of the following eight categories. Quite often, a blog may combine several of these elements, as you will see in the examples provided.

1. Be viewed as an expert

Many companies actively participate in thought-leadership activities such as writing for industry newsletters, participating in or hosting professional conferences, and producing whitepapers on subjects of interest in their respective industries. Blogging provides another vehicle that your organization can use to position itself as a thought leader.

Also, if you highlight competitors on your blog and link to them, it sends a powerful message to your readers. It tells them that your company is comfortable with its standing in its industry, and that you want to make sure that your readers know of information that could benefit them. Even if that information is coming from a competitor.

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Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.

Twitter: @MackCollier

LinkedIn: Mack Collier

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  • by lynda Tue Apr 22, 2008 via web

    Thought you might like to take a peek at this article on blogging, since that is part of your marketing plan for your writing business.


  • by Paul Chaney Tue Apr 22, 2008 via web

    Mack, great list, and not unlike a list I put together a number of years ago which I dubbed the "Top 10 Strategic Benefits to Business Blogging." The list first showed up in Jeremy Wright's book, Blog Marketing, then became the basis of the book Richard Nacht and I wrote, Realty Blogging. (Enough puffery for now.)

    Aside from being its own form of search engine optimization, I see one of the chief benefits as being a tool for building trusted relationships. Everything stems from that.

  • by Brigitte Tue Apr 22, 2008 via web

    Your article is great and I can take a lot of advise from it.
    However, I wonder if blogs work for every kind of business? What if your services are very complex? Also what do you do if you don't have a lot of people using the blog? Wouldn't that be negativ?

  • by Mack Collier Wed Apr 23, 2008 via web

    Paul you're exactly right, it all starts with the blog being a tool to establish connections which can lead to relationships. THAT is the 'big idea' about blogging.

    Brigitte I don't think that every business should be blogging, but I do think that every business should be monitoring the blogosphere to know what is being said about their business. That's a good way to interact with bloggers and it can make you more comfortable with the idea of blogging.

  • by Prasad Thammineni Tue Jun 17, 2008 via web

    Mark, great article.

    I have been reading a lot lately about why companies like ours ( should have a blog even though we are in stealth mode. One of the reasons that keep coming up and you highlight in point 1 is being perceived as the authority in your industry. The benefits of building this perception is many folds. Here are two that come to my mind:

    1. With your organic search ranking increasing (point 7), you have to spend less in advertising
    2. If you are in a market dominated by big firms, you can stand as tall as the big firms with blogs. Most large firms do not have the same passion, inside support or incentives w.r.t. authoring blogs. A small business has all these.
    3. One you establish authority, it acts as a barrier to entry (BTE). Since establishing authority takes time, large firms cannot just buy themselves into it. They will need to work hard and work tirelessly.

    We now have a blog - and our hope is to build that perception and BTE.

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