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Business Reasons for Blogging


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.

Reason 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.

Reason 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.

Reason 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 kind of look at it a lot like 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. And the reason for that is that when you are continually generating new knowledge, it positions you as a leader in your industry. Whereas other universities, 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 at the top of 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 gonna 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. Thanks a lot and we’ll see you again soon!

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Jacqueline Drew
About the Author - Jacqueline Drew
Jacqueline M. Drew, BComm MBA is CEO of Tenato Strategy Inc., a Calgary-based marketing research and strategy firm. She loves to use her superpowers "to help the good guys win" and is also an energetic supermom, bandleader and songwriter.

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