When in Doubt, Blog!


Most businesses have websites. No doubt.  Not all of them, however, have blogs.  A number of studies continue to point to the value of a blog for customer retention and Search Engine Optimization (SEO) and Sales.

Google dislikes stagnant websites.  Change is good.  This doesn’t mean having to rewrite your whole website when you want Google to come around again.  It’s more about providing Google some new content on a regular basis to help make it happy.

Hubspot ran a study and published some interesting results:  companies with blogs have 55% more visitors, 97% more inbound links and 434% more indexed pages.

What does this really mean?  More visitors, more 3rd party websites sending traffic to YOUR website and more pages on your website that Google will use to help people find you.  This is great stuff!

So, while all of this is good, there are some fantastic side benefits to running a company blog.

Establish Your Company's Expertise

Blogging is a direct connection to those folks looking to learn more about you and your company.  Giving away some expertise while not giving away the farm can be easily done with the proper blogigng strategy.  Additionally, this expertise sharing will establish you and your company as experts within your market niche.

Build Relationships

We’ve heard this from day one… relationships are the key to selling.  “Don’t sell, build relationships” …. etc… blogging is your 24 hour publication vehicle to establish relationships with people, even, when you’re not available.  A Blog entry with a simple comment area can easily facilitate a meaningful discussion around any topic in your niche.


When all is said and done, you and your readers or subscribers will have a community.  Keep in mind that your community is not only your customers, but colleagues, family, influencers, etc… it’s much broader than you would think.

For this community to thrive, it’s important NOT to focus the blogs on “helping your business” … rather focus them on helping your community.  The business will come.  Lead from a position of helping people be successful.