Why Your Blog Should be at the Heart of Your Marketing Programme

Many people think that blogs are a thing of the past or as one 22 year old recently put it, ‘so yesterday’.

Blogs arrived on the scene early on. In fact, blogs symbolize the beginning of Web 2.0 , a world in which two-way conversations and user-generated content replace passive observation. Blogs are like a bridge which carried us into the dizzying social universe of the 21st century.

But because they arrived early, blogs are now often ignored, brushed away in favor of newer, sexier tools of the Social Web conversation. Humans that we are, we are continuously falling in love with the next shiny object, whether it is Twitter, YouTube, Yelp or Flickr.

On a more practical level, many just don’t see the point of blogs anymore, asking the obvious question: “When you can send a message in 140 characters, why on earth would you slave over a blog which requires hard work, good writing, deep thought and endless ideas?”

Let’s face it. Writing is an excruciating, time-consuming, thankless task for most. If there is an easier way to do things ( a quick comment, post or tweet), why not just do that? Given the discipline required to be a good blogger, it is perhaps not at all surprising that a whopping 80% of blogs are abandoned within a month of their creation.

There is the famous quip about the fact that the average blog has the lifespan of a fruitfly. And maybe the intelligence of a fly as well!

So are the naysayers correct? Are blogs just another obsolete fad that we have rightly discarded on the side of the Internet highway?

My answer is, quite simply, no. I believe that not only are blogs not obsolete, they are the most powerful marketing tool in your arsenal. To ignore your blog (or not create one at all) is sheer folly.

In a recent survey, 89% of companies said they believe blogs will become more and more important in the next five years. Technorati, the leading blog directory, tracks a massive 70 million blogs on a daily basis. And according to a recent study conducted by Universal McCann, 77% of active Internet users read blogs Dead? Dying? I don’t think so.

Blogging is the most important thing you can do. It is at the heart of social media. Blogs are the very DNA of the New Net and as such are a non-negotiable first step to success online.

It is through your blog that your consumers and followers will get to know and trust you.

It is where you will share your original ideas and perspectives to a larger public

It is how people will see you.

It is what people will think when they hear your name.

Your blog is your social launching pad.

Let’s face it.. if you don’t have a blog you are not even IN social media.

So what exactly is a blog?

Blogs and websites have become so entwined that nowadays it is hard to distinguish between the two.

A very simple definition of a blog is that it is an informal online journal. It gives the reader frequently updated posts that are arranged in reverse order chronologically. Normally, a blog is devoted to one specific subject-usually a reflection of the blog owner’s area of expertise.

A successful blog will reflect the individuality of its owner. A blog is really a megaphone, allowing an individual to express his or her opinions and knowledge.

Blogs are simple to set up but hard word to maintain. They are like a garden, requiring constant care, attention and organization.,

The key to success in blogging is high-quality content. You need a rich flow of varied ideas ranging from how-to articles, interviews with thought leaders, product reviews, personal stories and thought pieces.

A blog is your own private newspaper. Like any newspaper, the better the content, the more readers (and loyal customers) you will have.

What can a blog do for you?

A blog is an incredibly simple device that brings a bounty of benefits:

• Position you as THE expert in your niche-no matter who you are or what field you are in

• Expand your presence beyond your current geographic area

• Encourage conversations with customers and prospects

• Build lots of web traffic

• Create a worldwide community which is your starting point for a profitable business

• Make you more approachable

• Boost your presence on search engines

• Help you better understand your customers concerns and preferences

• Generate hundreds of new leads

• Attract more customers

• Increase sales exponentially

• Build stronger brand awareness

• Elevate your personal brand

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