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Does my Company Need a Blog?

  • By Ryan Skidmore

Does your Company need Customers?

Of course, it does. Blogs are one of the easiest and most essential parts of the online business machine (AKA getting and serving customers from the internet). The benefits are many and the form can range from extensive articles to Top 10 lists to short blurbs. A good blog in an industry with few or small players can make you the thought leader. Online searches for that product/industry will yield firstly that blog. Any information a lead references subsequently will be weighed against the blog. Remember that blogging needs to apply to your industry.  For Carmine, our industry is the Fleet Tracking segment, so our blogs need to be relevant for the companies we serve.

Does your Company Need Credibility?

Of course, it does. With an informative blog, customers see you as an expert and thought leader. When the information is relevant (and the product works great) customers will trust your ability to fulfill their need with your products. Digital Ocean, a web hosting company, provides a community page with thousands of how-to’s on setting up various tech tools. Web servers, mail servers, databases, etc. All very detailed and free of charge, but oriented exactly for software and computer languages that Digital Ocean provides as part of their hosting service. Following along on a non-Digital Ocean platform might prove challenging. While doing so on a Digital Ocean system is often as easy as copying-pasting. A very tempting resource in a field known for minutia causing prodigious problems. On a different track, if your business has a prominent blog, the media sees you as an expert. In the Internet age, qualifications can be slippery and relative. When something becomes a hot topic, the most visible person in that field becomes the go-to expert, instead of someone with an alphabet soup of credentials after their name. If they are part of a small business, this kind of attention yields more eyes and ears than any advertising campaign ever could. However, to get there (and stay there) one must be a competent “expert” and relevant. Researching, writing, and reviewing the same topic to post at regular intervals can make an expert out of a novice. The old saying goes, you don’t really know something till you can explain it. Reading and writing on a topic requires wading through facts. Thinking every facet through. Possibly even answering emails from a reader who wants to know more or have something clarified. Remember that it is extremely important to focus the content to what is relevant in your industry.  For example, for Carmine’s industry we need to focus on Fleet Tracking and how it benefits companies.  The more relevant the subject the higher the readership and interaction you will receive.

What you can, When you can.

Once a day is fantastic, once a week good, once a month is fine, too. Posting at about the same time every so often is what’s important. Blogging every day for a week and then quitting won’t do the trick. Consistency is the key ingredient to this recipe, and write at the length and intensity that you are comfortable with. Any start is a good start, and can always get better with time and effort. Writing at this level will also enable finishing blogs on a consistent basis. Taking 3 months to finish a master piece and then not posting for the rest of the year is not blogging, but more appropriate for an e-book or a plain old article. Strike a balance between quality of individual posts and quantity of the total number of posts. Lastly, it takes time to build. Followers take time to accumulate. Search engines take time to pick up what web pages are relevant to users’ searches a.k.a SEO. Put aside inhibitions about creating content and looking for short term results, only time will reveal the fruits the labor. Don’t forget to have all your blogs be relevant to your specific industry.  Here at Carmine we pay close attention to our industry of Fleet Tracking and we try to provide relevant information in each of our blogs for our current and potential customers.  Our goal is to educate the market on the benefits of fleet tracking and also give some tips on other business practices that can benefit every company.

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