The Value of a Professional Blog

Jeremy Rodgers
Nov 9, 2018 · 5 min read

Blogging benefits and what it can do for you (when done right)

First Published: 9 November 2018

Updated 21 January 2020

Your organisation has a unique standpoint with key insights into your industry. Identify these and harness their marketing power by broadcasting them on your website or blog. Over time, you’ll be established as an authority within your niche.

For most people, the first thing they think of is a casual, personal website: insightful, hopefully; credible, possibly. Blogs have moved on a lot, however, and today they are much more than just a place to share musings, ideas, and experiences. They are powerful traffic-driving tools exploited to grow leads, enhance bounce rates, and build healthy, dynamic communities: all necessary components for projecting brand awareness and reaching target markets.

Worthwhile blogs for organisations and professionals

A blog is an excellent venue for calibrating the “voice”, per se, of your organisation and making it known to your audience. It also acts as a sounding board with valuable feedback and comments for fine tuning and future developments.

A well-designed and executed blog strategy can set you and your brand up as an authority and leader in your field over time. Furthermore, they allow you to showcase your services and products in an informed and not-overly-salesy manner. A blog can also be used to inform your target audience about the various options they have and key things to consider. Essentially, you are pre-loading your potential clients with knowledge about your services before they approach your sales team, taking some of the weight off their shoulders in the process (and even making their sells a lot more fluid). This is a great addition to any marketing strategy plus it can be cost-effective when using backlinks to direct the audience to your landing page and onto your sales funnel.

If your brand is new or growing, a coordinated online campaign which incorporates strong SEO, trending keywords, social media, and blogging content can deliver significant returns. Not only are you building buyer awareness, but you are expressing your brand ethos and values with a consistent message spread across channels and expressed in a transparent manner.

Blog management and maintenance

Typing and publishing is half the game as any veteran blogger will tell you; next comes tracking, evaluation, tweaking SEO, keywords, meta description, alt text and it goes on. Maintaining everything under the hood enhances performance and makes your content highly targeted and your community strong.

Simply put, developing a healthy blog takes time, strategising, and maintenance. Patience is a virtue when it comes to monitoring for article performance and making regular updates: not to mention acknowledging comments, tweaking the SEO to raise your search engine ranking, and — most importantly — regularly producing fresh and insightful content. Overall, keeping a blog is rewarding but it requires time and effort, and the job certainly isn’t done when you hit ‘publish’ on your latest article. Arguably, that’s exactly when the work really begins. At this stage, you may be wondering whether it is worth hiring the expertise of a professional content agency. Well, if it comes down to a question of your money or your time, your decision may have a significant impact and repercussions for your entire operation. A content marketing organisation can produce regular content for your site and manage the behind-the-scenes maintenance as well (and they may be more reasonable than you think too).

See Also: Is Your Content Answering Search Questions?

Thanks to the thousands of online templates and hosting tools out there, starting up your blog is quite exciting, but running it is a different matter and it may quickly turn from a chance to flex your creative muscles into a chore that you keep putting off and pushing back. When you begin a blog, you open a new marketing channel, and this attracts a new traffic stream. Unless you have a strategy and scheduler to keep up with it, this new channel may be set to struggle and dwindle over time with dry spells and content droughts (and you may be relying on it for a significant portion of your traffic-driving strategy).

Blogging and beyond

An excellently written and perfectly positioned article can go a really long way. Keep content relevant, up-to-date, and in-sync with your SEO strategy alongside active community engagement and you have the main bases covered.

A blog is a living thing. It needs nurturing and attention to thrive. Regular posts, original thought-provoking content, edits, updates, replies to comments, and of course, plenty of under-the-hood maintenance (SEO, keywords, indexing, alt text etc.) is a must. And that’s just for your primary channel; when you publish and make your work visible, it’s high time to broadcast it across your media platforms to maximise impressions and reach. A consistent message and brand value synchronise across all channels will no doubt strengthen your position and foster healthy brand-awareness. Add healthy community management to engage your audience with comments and discussions and you will surely be on your way to growing a robust following. But most of all, content is key. Well written informative and insightful content is the start, but it is the key to unlocking your message and getting it out there. It’s worth getting that first step right, even if it takes time for it to take off. Never compromise on the quality and calibre of your content either; when you begin your blog, you set an expectation in the minds of your audience. Should that expectation change with new posts — hopefully — it will be for the better.

Outsourcing your content requirements to a reputable content marketing agency gives you the added benefit of an outside and holistic view of your operation and offering. Extra eyes and minds serve to maintain and manage your professional blog and everything that goes with it. Plus, it will free you up to focus other key matters too.

Similar Stories

Producing Better Content: Three Keys

Evergreen Content Integrated Across Social Media

Follow Linguakey on Medium!

Visit our website for more key insights into the world of content and social media marketing

Visit Linguakey for organic content marketing and web copy with a difference

*Images courtesy of Pixabay.com

Jeremy Rodgers

Written by

Ex-linguist, former pint-puller, attempted crypto-investor—read my accounts of things ventured and my endeavours in narrative to make sense of the nonsensical.

An open space for the inspired to share their thoughts and stories with like-minded people in the community.

For people who prefer to socialise via social media through (the medium of) writing; because language is key to healthy communication. Linguakey is an open publication for anyone interested in sharing their stories. Email hello@linguakey.co to be added to the publication.

Jeremy Rodgers

Written by

Ex-linguist, former pint-puller, attempted crypto-investor—read my accounts of things ventured and my endeavours in narrative to make sense of the nonsensical.

An open space for the inspired to share their thoughts and stories with like-minded people in the community.

For people who prefer to socialise via social media through (the medium of) writing; because language is key to healthy communication. Linguakey is an open publication for anyone interested in sharing their stories. Email hello@linguakey.co to be added to the publication.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store