How Blogging Can Improve Your Business Marketing

| November 25, 2013 | Strategic Growth

Woman using laptop in the gardenThe early days of blogging were a process of discovery in which everyone explored how to most effectively use this new medium. For the most part, early bloggers expressed their personal views, shared ideas, and encouraged conversations.

Today blogging is a discipline that is proving to be unmatched for accomplishing specific marketing objectives. In fact, it can be argued that blogging is a necessary practice for maintaining your business relevance with communities that expect it to be more personal, accessible, and social.

The discipline of publishing online content is the leading practice for building an online business audience. This is why many marketers today prefer to use the term content marketing instead of blogging to capture its true intent. Content marketing is the practice of creating, publishing, and sharing valuable informational content that benefits current and potential buyers, their friends, and influencers.

What’s interesting is that blogging to help your community also works to make your business and its marketing better too.

Builds Your Audience

Every business has experience and expertise. When you actively blog to share this for the benefit of others, a community or tribe begins to take shape. The initial challenge is learning what the community wants to know. When you learn to leverage that opportunity, the sharing of your valuable content quickly grows your community into an attentive and engaged audience.

The universal method for determining the best content to publish starts with understanding your audience and responding to its needs and desires. The feedback and social sharing that follows allows for fine-tuning your content, as well as your marketing strategy for continuing to feed the hunger for it.

What most bloggers discover is that the hunger for new information is rarely satiated, and that spells opportunity for business marketers that are willing to embrace blogging and content marketing.

Makes Your Business Better for Its Customers

When marketers develop the practice of consistently addressing the needs of their clients and customers, they invariably become more skilled at applying their knowledge to be more helpful. Unlike traditional marketing, blogging and social media marketing are collaborative, giving buyers and sellers new opportunities for working together to co-create solutions that may be better than either party thought was possible.

Thus, the interactive qualities of blogging have effectively blurred the lines between the respective disciplines of sales, marketing, and customer service. Now that everyone in the business has more access to customers with blogging and social media, the business as a whole better understands its customers and how to market its capabilities to keep them engaged.

Attracts Opportunities

Blogging and content marketing make your business more attractive for people that are searching the web for the answers or solutions that your content marketing provides. This naturally makes the creators of the content more attractive too. It opens doors for speaking at events and partnering with other businesses with similar objectives, all of which serve to grow your influence within the business community.

The progressive growth of your online audience establishes your business and its marketers as subject matter experts. This amplification of expertise can ensure the future relevancy of your business in a digital world that readily acknowledges the influence and authority of the creators of original, relevant, and recent content.

Not sure where to start? Here’s an extensive article on how to start a blog for your business.

Isn’t it time for your business to get serious about blogging?

Jeff Korhan is a marketing speaker, trainer, and coach helping small businesses use social media and Internet marketing to create exceptional customer experiences that accelerate business growth.  He was a Fortune 50 Sales and Marketing executive who later founded a construction services company that was twice named Small Business of the Year. Jeff is a syndicated publisher and regular content contributor to leading business publications whose own New Media and Small Business Marketing site is ranked among the Top 100 Small Business blogs in the world by Technorati Media.  He lives in suburban Chicago, Illinois. Jeff is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business (Wiley 2013), which delivers proven methods for converting mainstream social marketing practices into profitable outcomes. Visit him at

Ajeet Khurana
Ajeet Khurana
Ajeet Khurana wears many hats: author, angel investor, mentor, TEDx speaker, steering committee of the NASSCOM Start-Up Warehouse, Director of Founder Institute, Venture Partner with the seed initiative of a top Venture Capital firm, and former CEO of IIT Bombay’s business incubator, among others. Before all this, he was entrepreneurial twice in the field of education and web publishing. As a lecturer at the University of Texas at Austin, he taught e-commerce back in 1993, when the term "e-commerce" had not yet been coined. An undergrad in computer engineering from the University of Mumbai, and an MBA from the University of Texas, Ajeet is presently an active name in the startup ecosystem. From starting two ventures as a solopreneur, to helping a large number of startups with their go-to-market, he has never shied from getting his hands dirty. At the same time he has helped dozens of startups raise investment. He truly believes that small business owners are driving change in the world, and need to be facilitated as much as possible. Innumerable small businesses have gained from his attitude, vast professional networks, financial acumen and digital mindset.

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