Does a Professional Firm need a Blog?

The short answer is yes, if you have a website for your business, you should have a blog.  And there are two key reasons for this.

Firstly, regularly updated content is a critical factor for search engine rankings.  If you want to increase your visibility on the net you need to update your content on a fairly regular basis.  Many websites, however, are static because companies don’t have a never-ending supply of news updates, product launches or new appointments.

This problem isn’t limited to small to mid-sized companies; it is a factor for many corporates too.  Even large companies can find it onerous to develop a stream of relevant information that has sufficient longevity to include on their websites.  And after the website has been finalized, after the inevitable delays and corrections, CEOs may be reluctant to risk messing with the finished product.

A blog is a newspaper where your website is a book.  It is fast and cost effective, and it is quite fine if it’s out of date next week.  But be warned:  Google hates duplication and penalises websites that simply cut and paste, so you do need to add new content.

And the second reason?  A blog is an opportunity to create a conversation with potential clients.  “Content is King” is hackneyed, but is certainly true.  If you provide a steady stream of information that is interesting and relevant to your target market, they will begin to visit your website regularly.  Giving you first prize when it comes to marketing – a relationship with your target market.

Blogging is not the preserve of internet marketing gurus or hobbyists.  It is a legitimate marketing tool for any business.   You are an expert in your field, and you have a wealth of experience you could share.  For DIY blogging, visit Blogger or WordPress, or contact us for help formulating your content strategy.

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