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    Blogging is one of the easiest ways to showcase your company’s expertise and brand your team as industry leaders. The trick is, though, that you must blog consistently, confidently and repost your content elsewhere. Even if it’s once a month, as long as you’re writing about something your company does well and you remember to drive people to your website by sharing the link on your social media and in email campaigns, you’ll realize the success of your blogging soon thereafter.

    Blogs are entirely under your control.
    Thanks to the many social media outlets, who are constantly changing algorithms and updating their service plans, blogs have become more important than ever to ensure branded content and online visibility align. Creating consistent (even just once per month) blog-style content and posting it your website gives you the chance to control your content, even if you can’t control the rest of the web. While every blog post can be shared with your other networks, it’s worth noting that Facebook changed their News Feed algorithm, changing the game entirely, making it even more important to have a blog as these updates ultimately make reaching your audience more competitive. Establishing your brand using your blog while concentrating on crafting content that is meaningful to your business and your consumer, will outweigh the constant changes from Facebook and other social media channels. 

    Blogs showcase brand personality.
    While we at FootSteps Marketing aim to support small businesses and independent retailers, we know that each of our clients and prospects is unique. Many of our clients are franchised and we know that each offers it’s own local flavor, sometime’s with regionally specific products or services. Blogging about those specialty items provides the opportunity to create an online personality and offer insight into your company values, philosophy, employees, and ideas – all of which can drive ROI. In fact, due to their personal nature, blogs have been rated as the 5th most trusted source for accurate online information.

    Studies show that people appreciate a genuine relationship to the brands with which they do business, with 63 percent claiming they would buy from an authentic brand over a brand that isn’t perceived as honest. Authenticity is often evaluated by a company’s communications tools, including (you guessed it!) their blog and social media channels.

    Blogs drive website traffic.
    Companies who blog receive 97% more links to their website. Each blog post provides content that can be shared and helps to build authority among your audience. Your blog will also fuel SEO. Every time you write a blog post, it’s one more indexed page on your website, which means another opportunity to show up in search engines and drive traffic. Blogging also helps you generate an organic presence on social media, as you’re creating content that can be shared which helps to capture a new audience that may not be familiar to you yet.

    When you find yourself at a website and you click on the blog and see that nothing has been posted for months, or worse!, years, what is your immediate reaction? I wonder if they are still open? 

    This level of mistrust, albeit accidental, can have catastrophic results. It’s been said that once someone reaches your website, you have less than 7 seconds to catch their attention and retain it. In 7 seconds, someone can find your blog and from there, it’s up to you whether or not their first reaction is doubt or intrigue. We recommend the latter.