Inside Marketing: Tap Into Your Blogging Potential

April 2018: Vol 41 No 4
Kearley & Company
Leverage this channel to share advice with your members and establish your reputation as a thought leader.

This article was first published on kearley.com and is reprinted with permission. Read the original here

Pens and notebook next to a keyboard on a green wooden desktop, representing bloggingPeople care what you have to say. Yes you. 

You have to realize that you are an expert in your industry. You have knowledge about your field that people want to hear. Share it. Social media is indeed the quickest way to reach your audience, but unfortunately, short attention spans and character limits ensure that social media posts can only be so useful.

Have you considered a company blog?

According to Web Designer Depot, the first blog ever published was Links.net by college student Justin Hall in 1994. Talk about a generic URL. Blogging hit a peak in the early 2000s as a medium through which all age groups could have a voice—mainly with regards to the current news.

Since then, blogging has matured and become so much more. There are special interest group blogs, photo blogs, recipe blogs, DIY blogs—you name it. And today, blogs are often integrated into company websites.

Company blogs can be leveraged in several ways, not only increase your reach, but also to set you apart as a thought leader and innovator in your field: 

  • Company updates. Blogs are a useful channel for sharing company updates and news items. Is a new employee joining your team? What did the past year look like for your branch? Think of ways to use your blog to make your audience feel a part of current events and your brand’s family.
     
  • Free advice. Sharing is caring. Someone who freely offers help to those who need it is naturally likeable. Your credit union is the same way. For example, as a financial institution, you might share blog posts with your members and your community about savings tips and budgeting ideas. Offering helpful financial advice to potential members means they are more likely to trust you and probably will enlist your help in a time of need.
     
  • Industry expertise. This one is paramount for any business blog. Sharing industry knowledge and updates about your field marry the first two concepts of company updates and free advice but also distinguish you as a clear leader in your industry. Writing blog posts from the storehouses of knowledge within your organization subtly sets you apart as a thought leader in your industry. People will know you know what you’re talking about if you show them.

At Kearley & Company, we use our blog to share marketing tips, industry news items and company updates with our audience. Think of your company blog as pictures on the mantle of your website. They tell your story and they explain who you are without you having to say it outright.

If you need more tips or ideas on how to leverage your blog posts and get results from your writing, please reach out at BigIdeas@kearley.com or reach out to us on Twitter or Facebook @KearleyAndCo.

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