Blogging For Business: Putting You In A Time And Place

by Rob Jones on November 22, 2010 1,252 views

«

»

Over the last number of years, blogging has come from being a ‘dear diary’ exercise in self-indulgence to something which is becoming recognized as a key business tool. This is rightly so, and to me a very logical progression. There is a lot to be said for being able to create and publish content, and get it to an audience via social media, RSS, email lists, or even by telling people you’ve got a blog while sipping coffee across from them. There is power to be harnessed there.

But, there is still a lot of trepidation on the part of business leaders as to what the role of blogging for business actually is. After all, CEOs, CFOs, other members of the average executive team, and one-person business owners are busy people. If they’re going to start, and more importantly maintain a blog, what is it that they should really be concentrating on in terms of content? What is – wait for it, now – the ROI?

Trust is the fuel to success

I recently heard a great quote around this important ROI question, which I’ll now paraphrase: “Anything done well carries an ROI”. I think this is particularly true with a great blog. Because eyeballs on great content has all kinds of potential benefits, particularly if that content speaks to the owners of those eyeballs directly. If the content solves problems, or speaks to issues, or shows some form of empathy for a targeted audience’s experiences in some way, then the chances of forming relationships between businesses and their potential customers increases. And it’s relationships and trust that all businesses need, even if they don’t think they do. Trust is the fuel that every successful business runs on.

Because here it is, folks: people trust people, not websites.

Make it personal

Let’s talk about what personalization means, because this is really at the heart of making blogging for business worthwhile. Great business blog authors who attract readers, build brands, and increase the chances of creating new customers, are the ones who are putting themselves in a time and place. They don’t present faceless, nameless web content. They position themselves as real people. Once again, people trust people, particularly those who mirror their values in what they’re putting out there, sometimes even if individual readers don’t fully agree with every little thing. Blog content which reveals a bit of humanity coming from a real author, with real opinions, real experiences, and with a real life is an act of generosity that won’t escape the increasingly savvy online customer.

This may seem subtle, and even kind of risky. But, acts of generosity speak volumes to the reader about the values of the company, and the values of those who work there. Being generous shows guts, which is another thing potential customers are looking for.

Generosity will be rewarded

A recurring theme about blogging, and about all of social media it seems to me is that the technology may be new, but the underlying goals are not. Every business wants to expose new people to their goods and services. Every business wants to build trust to increase the chances of that happening. The technology helps; as I mentioned, the power to create and publish material instantly for an audience all by yourself is not to be sneezed at. But, more importantly, it’s the humanity which lies behind that content that’s really the engine for blogging for business return on investment that you can feel good about.

When you as a content producer care about your audience of potential customers, and prove it regularly with blog content and social media interaction they can trust, you become three-dimensional to them. You create a face for your company that goes well above and beyond signage, logos, and bare-bones marketing copy, as useful as those things are. Because your values, your expertise, and your understanding of their needs is what your customers and potential customers really want to see. When they do, and when they really know what you’re about and what they can count on from you, you not only have your foot in the door. You’ve got a coffee and a cookie in your hand, and a place on their sofa.

How’s that for ROI?

Mastering Social Media Strategy: Interview With Sherrie Madia (businesspundit.com)
The Personal ROI of Social Media (brasstackthinking.com)

Tagged as: blogging for business, blogging roi, blogging tips, Business, business tips, Social media

Buffer

Barbara Ling, Virtual Coach Twitter: barbaraling: 100% completely true. I’ve been making my living online now since 1997, and I’ve found that the personality factor really makes a profound difference in your bottom line.

Blogs are simply tools to help you achieve your goals; they’re not the be-all and end-all but merely the means that allow you to reach out and touch your audience as you so desire.
Barbara Ling, Virtual Coach´s last [type] ..Easily Turn Your Site Downtime Into Profitable Business In With These 3 Simple Steps

Reply