Five years ago, no one knew what a blog was.

Today, they are everywhere.

But they’re not just for expressing ones personal thoughts anymore.

Big companies and small businesses alike are turning to blogs as a way to communicate and connect in a way their monthly printed newsletter can’t.

Even newspapers, news stations, and magazines are moving to this model.

So it begs the question…

Should your business start blogging?

Believe it or not, your customers and potential customers want to know who you are, what you stand for and what you think.

However, there is much reluctance by some company executives and business owners; believing that blogging will somehow spiral things out of control.

In fact, somewhere right now a PR person in a major company is cringing at the very idea of a potentially negative comment being posted to their client’s website.

The horror.

I believe this worry exists because they are so used to having a one way conversation with the customers and blogging becomes a two way conversation.

Scary, I know.

But the real secret is that they have always been part of the conversation. It’s just they haven’t had a way to respond and join the conversation before.

Welcome to the age of blogging.

Seven primary challenges of business blogging:

1. Deciding that you should have one… many are paralyzed by the very prospect.
2. Deciding who will write it… should the CEO, PR manager or the intern? Who?
3. What purpose the blog will serve… marketing? Media relations? What?
4. What topics will be covered… will you talk about things generically or will you get specific?
5. How to keep it on track… or do you let it get off track once and a while?
6. How many posts to do a week… is once a week enough or should you do more?
7. Determining what platform you will use… Wordpress, typepad, Moveable Type or what?

As you can see, there is some thought that needs to take place. However, don’t let it derail you. You can always change things later if it’s not working out.

The upside of Business Blogging

There are many good reasons to start blogging:

1. Search engine optimization
2. You add to your authority
3. You build your reputation
4. Develop closer relationships
5. Keep everyone better informed
6. You demonstrate transparency
7. And more.

Your blog becomes your platform for delivering information as you see it.

You can talk about new product releases, company news, redistribute print content and more. More importantly, you can talk about things in your space that no one else is talking about or is too scared to address.

Your readers will appreciate it.

Write about things that will help prospective new customers decide to use your company. Freely share and give your insight, knowledge, and wisdom on the topics you know better than anyone.

Don’t be afraid to share what you know.

You can even add an occasional video or audio interview to add depth to your blog. There really isn’t any limitation to what you can do.

Now, I know what you’re thinking.

“Will my competition notice? Will they copy me? Am I opening a can of worms with my customers?”

My advice, get over it.

View it as an opportunity for you to shine and connect.

What you write about and how you put things together will resonate with your audience. You can’t dwell too much on how your competition will react.  I realize you can’t ignore your competition, I’m just saying don’t let them stop you.

It could be the very thing that helps you get more business. In fact, it could be the very thing that helps you keep existing business.

When you share what you know, a funny thing happens. People start to listen. Then they start to interact with you. They start trusting you.

As well have all heard people do business with those they know, like and trust.

Blogging can build major trust as they get to know you through your blog.

In fact, you will also be amazed at how many people start subscribing to your content via RSS and email alerts when you just start writing. You might even see messages from people saying they want to hear from you even more.

Now, I’ll be honest. It’s not all roses and peaches. But it’s time stop the one way speech and start getting a two way conversation with your audience.

Take the chance and do something honest.

When it’s all said and done, a blog should be done with passion and sincerity. Personality should be allowed to shine through. Maybe even let a little bit of personal information slip into it from time to time.

Don’t make it dull, boring, and a platform for generic drivel.

Just be real.

Frankly, it is hard work to keep your blog fresh, interesting and full of relevant content. However, in my humble opinion, the benefits far outweigh the negatives.

Agree or disagree? Let me know in the form of a comment below!

To learn more about what Net Media Group can do for your company give us a call at (801) 365-0057 today!