Story telling is the ancient art of sharing what you have experienced and also helps form an image of you in the eyes of the beholder. From the cave paintings by the Neanderthals to the myriad ways in which modern man expresses himself, we have seen story-telling being applied everywhere. It only evolves with time and in the digital age, you find it hidden within tweets, status updates or posts in a blog. Yes, these little 140-characters or 500 words create a story, eventually creating an image of your brand. Hence, when it comes to online branding, creating meaningful content for your online properties matters the most.
In this post, we will look into the benefits of blogging and how it has always served as an excellent story-telling tool. Personal Blogging started early in the 90’s but its early adoption by a few ambitious companies like GM, HP, Intel and Sun Microsystems paved the way for other corporate blogs. While the said companies continued with what they did best online, they also added the human connection – their blog. And that has made all the difference. When people began to read the company blog, they were better acquainted with the company’s beliefs and its founders. Ever since then, the popularity of blogs has only grown and is now being implemented by a large number of organizations globally as well as in India.
SEE ALSO: Why should you have a blog?
Here is a 5-point list about the major benefits of blogging. While there are many other benefits linked directly or indirectly, these are the topmost reasons for which you must blog, especially if you are a local business owner or have just started with your venture.
1. Blogging lets you share your passion:
Let’s say you are a local business owner of a printing shop, loaded with the latest printing technologies and tools and to add to that you are also quite passionate about printing. You could list out all the printing possibilities available in your shop in a brochure but how would you list your passion for printing? Here’s where a blog can come handy. You could write about the early years, or better still about when and how the printing bug caught you. You could also share what your dream printing assignment would be, if there is one! You could blog about the printing technologies or how printing a certain designer wedding card was a challenge and how you overcame it.
This would not only help create a name for your brand but with time build trust within the community. Something’s just cannot be achieved through a brochure!
2. Blogging helps you show off your knowledge expertise:
Whether you are a printer or a financial expert, it’s your knowledge about the subject that’s going to decide your growth. Lets suppose you are quite good at updating your knowledge base and actually better than your competitors. But how does your potential customer know that? You could be the best in the business but share a similar brochure as your competitors! Here a blog acts as the differentiator. You can share your knowledge via your blog and thus gain an advantage over your competitors. This would not only help showcase the expertise you have in the subject but also bring out your passion for it. In addition, readers are always excited to read you when there are takeaways for them and a blog serves well.
Perhaps, with the growing body of knowledge that you share regularly, might just get you a call from a publisher some day!
3. Blogging helps you get new business:
Yes, blogging indeed helps you cut more business deals as trust has already been gained. Let’s say you are the same passionate printing guy and have started to blog about your business. In the first month, there will be a few visitors depending on your content and how you distribute it in the various channels. In the second month, the number of visitors will have grown, as is natural. Subsequently, there will be a traffic jam on your blog – interested parties, people who love design and printing, design students who want to learn printing and maybe a business enquiry or two, following an article on your blog about a particular 3D style of printing.
Had you listed the 3D printing on your brochure, it may have gone unnoticed. But the story of how you went about with a particular 3D printing assignment for a medical association is definitely going to be read and shared as well.
4. Blogging helps in showing off your ‘behind the scenes’:
Let’s say you have started a summer training and internship program for the local guys and girls interested in printing as a career. Yes, you are the local printing press owner who is passionate and now humorous too! You love giving away your knowledge about the subject and also get some benefit from it. How would you show the ‘behind the scenes’ like the thin, shy guy handling the largest and the most expensive printing equipment? Or the design student for whom loading the printing paper was a struggle. The training and methodology adopted for the internship program would get into your brochure but is there a way to show off your teaching mixed with your trademark sense of humor?
The blog could serve you well in this case too. Put pictures or maybe videos along with a story. People are more likely to read through all the gossip and ‘behind the scenes’ rather than printing technologies and what’s new. Besides, a large number of stakeholders look for a blog in your website to find out about the real ‘you’ rather than read the ‘About’ section in your website. Which means more growth and business for you.
5. Blogging helps you clear the air:
When things can go wrong, they most usually do. In spite of taking all the precautions, a printing assignment goes horribly wrong and your client ends up hollering on your blog and other online properties. There are rumors in the print industry that might harm your business. What should you do? The foremost thing to do is be open to the outrage. Keep your calm and blog about what really happened and how you are going to seek a resolution to the client’s problem. Your readers are keen to know your side of the story while your stakeholders are worried about their reputation.
Although the incident may cause some damage to your reputation, by blogging about it you can turn the tide your way. The blog would not only help in quelling ill rumors but also play a major role in positioning your business as transparent, trustworthy and open to complaints.
Do let us know your thoughts on blogging and if you are a blogger, do share your experiences with us.