More and more companies from all economic spheres across South Africa are turning to blogs to complement their communications arsenal. This arsenal of communications tools ranges from newsletters to press releases and all other forms of client communications.
While blogging has risen to become far more mainstream than in the past, many companies still don’t consider it their first option when wanting to boost their online authority, or build relationships with prospective customers. It’s time that businesses realise that blogging is no longer the ugly stepchild of online marketing, but that it’s a powerful communication tool to convey companies’ stories. Put simply, that’s what the crux of public relations is all about.
Blogs Allow You to Engage with Your Audience in a Compelling Way
Blogs make it easy to engage with your audience in a compelling way, helping you to build better relations with existing customers, and position your business as a thought leader in its field. This makes for an effective way to assist in the long term growth of your business. What’s more, blogging provides your business with the platform to become a digital publisher.
There hasn’t ever been a time where it’s been simpler for any business to create and publish their own content in a cost-efficient and fast way. The traditional route for a company with an announcement would be to release a press release, but blogs are fast changing this. With blogging forming part of your PR strategy, you are empowered to take control of your company’s narrative, defining the context and culture in which your business operates.
Building Thought Leadership in a Digital Age
Don’t underestimate the value of being able to frequently and quickly publish content. It’s one of the best ways to build thought leadership, while also conveying the key messages you want to present to the public about your business.
So how can you include blogging as part of your company’s overall PR strategy? Here are only a few ways:
- Advising clients and customers of changes to your services and product lines
- Announcing important business news to customers, stakeholders and staff
- Turning your audience into viewers by publishing videos and images
- Publishing long form and deep content showcasing your company’s expertise in its field
These are only a few arguments in support of including blogging in your PR strategy. Blogging is only further set to stake its claim in the corporate business world. If you haven’t already, it’s a good idea to get on the train before it leaves the station without you.