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Why should my company blog?

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We build WordPress sites here at factor1. We love using it, and love what we can do with it. WordPress is most commonly known for its blogging tools, but has really risen to the top for Content Management Systems (CMS). I recently saw some stats that WordPress now powers 22+ million sites, and 40% of the top 100 sites.
Most of our WordPress development is for organizations, not bloggers per sé. These are mainly non-profits, churches and businesses.  While most of the sites we build are page focused, promoting products, services or general awareness, there is still the built in WordPress functions of posts and blogging. We get this question the most, and I thought blogging about it would be the best way to share the answer.

Why should my organization blog?

A notable close second: What should I blog about?
Blogging tends to have the mass public confused as to what it is, what it should be or why. Most often its associated with personal use. My definition of blogging is content that is clearly categorized, date and time stamped, and on a single topic. Blogging uses the the term ‘post’ to reference a single entry to the blog. A blog as a whole is a collection of posts. Much like a newspaper is a collection of news articles. The term ‘Blog’ has also become a verb, as one is often ‘blogging’ about a topic, in this case, it is synonymous with writing.

So why should we blog as an organization?

Search Rank
Blog posts are highly visible as new, relative content to google and other search engines. If you continue to offer free advice, tips, insight, case studies and relative industry information, google will reward you for that, for terms that align with each post based on their content.
Expertise
Users also see this content, and it can form the base of your credibility with them. Active blogging organizations win new clients, because the prospects see activity, growth, community, and openness.
Reference / Archives
The blog also because a great repository of reference material, and a location to house full articles you mention in conferences, emails or social media.
 

What should my company blog about?

Any content worth calling someone about to tell them, or mailing them a letter, is worthy of blogging. This very post is my clear example of what to blog about. We have insight and expertise to share, and we hope the people reading this find it informative. Would I call a client or send them a letter on this topic? YES, and it is our clients who ask about this topic that lead me to write it.
You can use your blog for:

  • Case studies
  • Testimonials
  • Industry news
  • Company news
  • Insight to your product or service
  • Frequently asked questions
  • Education on a topic your organization is passionate about

I don’t think you need to pick one of the above, but ALL of the above.
Any questions?