5 Reasons Blogs Should Be A Priority In Your Digital Communications Plan
Updated: May 22
Blogs, or “weblogs” have been around since the 1990s. This means they have staying power, but also get overlooked when it comes to the fast-evolving landscape of digital communications. There are social media platforms to keep populated, a community that needs engagement, customers that need responses, newsletters to be sent, internal communications to be written, events to be planned, presentations to be produced. It’s overwhelming sometimes, yes, but blogging doesn’t have to be.
Blogs are so versatile you can’t afford NOT to use them in your digital communications plan and here’s why.
1. They make communications and content planning so much easier. Blogs are what I consider to be “anchor” content. This means you can build an entire week or even an entire month’s worth of content with a single blog as your foundation.
For example: This blog about blogs can be chopped into pieces and spread out into our social media over the course of a week. We can have an Instagram story with all the five reasons broken down into individual frames, five days’ of LinkedIn, Facebook and Instagram timeline posts made from this (without duplicating any information or efforts). I will likely post this as a separate LinkedIn article on my personal profile. It will be linked in our next Palate Cleanser newsletter and possibly the one after that.
We could even plan a livestream on any of the aforementioned platforms to talk about blogging based on this blog as yet another extension of this one, single piece of content. If I’m already putting effort into writing this, it’s less effort to use the information here to create additional content from it. Bonus: If I have ideas to add in the future, I can republish the blog as an updated version and—you guessed it—have another reason to share it on social media. If and when we start a podcast (I feel like we’re the only ones that don’t have one now), we could talk about THIS VERY BLOG for an entire episode.
I could go on, but I think you get the point.
2. Blogs can help you answer questions for potential clients, current clients and customers, employees, vendors, investors, stakeholders, constituents and more without having to repeat yourself over and over again.
Is there a question that keeps popping up in your inbox, via messages on social media or somewhere else? Turn it into a blog, link to it in an autoresponder or put it into your email signature. Even if someone asks, you can redirect them to the specific blog without having to type the response 100 more times. It helps inform your audience without you having to do the work over and over again.
3. Blogs give your audience a reason to visit your website more than once. Not only are you sharing valuable information and resources with them, you’re also able to gain valuable insights for your organization.
You can use this information to retarget ads for a sale, invite them to an important community event, learn about the demographics of potential customers, learn about the behaviors of your audience on your website in general and use it to improve your offerings and information in the future.
Ambrose McDowell Communications has been using blogs for years to help build community and then retarget that community with ads to help a client sell $1 million worth of product in the span of less than a month. Blogging works. If you want more information on that case study, please click here and scroll down to the bottom.
4. Blogging provides an archive of information that has a long shelf life. As companies and organizations evolve, so does their content. Consistent blogging means a great library of content that remains easily accessible to a large audience. It also means organic SEO that could provide years of traffic if you hit the right keywords.
Social media posts can be a mere blip on the radar. Here today, forgotten by Wednesday. Blogs have staying power.
5. Blogs can create a warmer, more informed audience, saving time and energy in the sales cycle. Have you ever gotten to the end of an hour-long prospective client call, thrown out a ballpark number for the cost of services and never heard back from that prospect again? How many calls, emails and calendar syncs did it take to get to that meeting? How many hours did you spend preparing for the meeting? And then, how much energy did you spend in the meeting? If you could get that time back by creating a single blog about the cost of your services or at least setting realistic expectations, and have it keep working to save you hours and hours on prospecting, would you? (Hint: You should.)
Having a robust blog with plenty of up-to-date information can help your prospects self-select out, saving you the time and energy of vetting them personally. The same goes for prospective employees.
A blog offers a great platform for sharing organizational values, allowing prospects of all kinds to educate themselves and make their own decisions before you even have to send over the Zoom link.
On the flip side, it can create fans who help evangelize your brand when sharing your values.
Are you ready to get serious about blogging for your business or organization?
But don’t have the manpower to do it right? We’ve got blog packages with discounts for larger commitments starting at $325 a la carte, $1,500 for a package of five and $2,750 for a package of 10. We can easily add on options for social media posts, newsletter summaries and more without you signing a retainer.
All you need to do is email firstname.lastname@example.org, we’ll send a quote and get your blog working for you.