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Content Creation: Why Does a Business Need to Blog?

3 Clear Reasons You Need To Blog

It’s a chilly morning here at Tenato – for some reason, April looks more like a blizzard in December – so I thought, this is a good time for a video blog! And while I was thinking about blog topics, I considered the many blogs we do here at Tenato, including those we create on behalf of our clients. Often, a lot of people will ask us, “why should I blog?”

There are basically three main reasons why a business should blog.

1. You can keep your website updated and ranking on Google.

From Google’s perspective, unless something new and interesting is happening at your business on an ongoing basis, and you can show that your website is continually being updated, Google’s going to think that the lights are off and nobody’s home. In short, a lack of website updates leads to a stale website and, if the website is stale, it won’t rank well on the Google search engine. Blogging creates a way to put fresh content on your website while providing a service to your target audience.

2. You can share your knowledge and position yourself as an expert in your field.

A blog is an opportunity for you to write about what you know. It’s a way for you to showcase your expertise and it demonstrates that you’re really a thought leader in your industry. For example, if all your competitors are writing blogs about what they think of the latest equipment and technology in your industry, and you’re not, then your competitors are creating the knowledge and becoming the resources that people will turn to.

3. You can present your company’s philosophy and resonate with your target audience.

Rather than just showing off your knowledge, blogging gives people a chance to see your personality and it allows you to explain your business philosophy. For instance, when you say “this is how things should be done properly in this business”, you’re demonstrating that you’re the kind of business that doesn’t cut corners or that you’re the kind of business that’s really efficient. As a result, these blogs can serve as a method to screen out the customers who aren’t on your wavelength and bring in customers who are.

In Conclusion

I look at “thought leadership” through blogging as being a lot like academic prestige in universities. The Internet originally evolved for the purposes of sharing information among the academic crowd and, in fact, universities are considered more prestigious if they create research and publish frequently. This is why they favour hiring professors that have a really good track record of publishing new information and doing research.  They get prestige because they create knowledge.

Meanwhile, other universities, the ones that don’t do research, are often seen as followers because they’re just taking the knowledge that the research universities published and teaching it in the classroom. So, even though they can be great teachers, it’s hard for them to position themselves as leaders in their field.

The reason you blog is because you want to be the one that creates the knowledge. Because if you’re not, then you’re eventually going to have to follow the methodologies that your competition creates.

So get out there, start sharing your knowledge, do it as often as you can, and become that industry leader.

If you need a hand, give us a call  – we’re happy to help.

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About the Author - Jacqueline Drew
Jacqueline M. Drew, BComm, MBA is founder and CEO of Tenato Strategy Inc., a marketing research and strategy firm with bases in Calgary, Vancouver and Toronto. With over 25 years' experience in all facets of marketing strategy, she is a business consultant, trainer and speaker who loves to use her superpowers "to help the good guys win."