Incognito Press

Every day, about 175,000 blogs are created. There is a blog born every half-second. So why should YOU start one, you might ask? The real question you should ask yourself is, why haven’t you started one yet? There might be millions of blogs out there, but they are not all created equal. In the blogosphere, Longevity, Frequency and Quality are king.

Some are simply online journals that capture an individual’s daily routines. Some are heavy-duty corporate articles that attract thousands of readers, or motivational pieces that are retweeted and reblogged hundreds of times. Each blog is different and some serve multiple purposes. But it shouldn’t come as a surprise that, based on how search engines rank their pages, a blog that updates more frequently will rise up in the search results and achieve greater exposure than a static site.

FIVE BUSINESS REASONS WHY YOU SHOULD BLOG:

Of course static websites like a .com have not outrun their purpose – but the most successful sites will have incorporated blogging as part of their brand-building strategy. You can also buy a .com domain and point it to a blog, which is what I’ve done in several cases where I didn’t want to pay for hosting a static website. Nowadays you can integrate a classic website with a blog architecture, as is the case of WordPress.org – where you can own your domain but still use the powerful blogging tools that WordPress offers.

1. The cardinal rules of blogging are 1) Post frequently, and 2) don’t post articles that are too long. I’m guilty of violating the second rule rather frequently since many of my pieces run well in excess of 1000 to 2000 words. I believe in creating comprehensive and well-researched articles and often there is much more to be said about a subject than can be encapsulated in 500 words. But whenever I can, I make sure to break up the large chunk of text with appropriate images or fun facts, so it gets easier on the eyes.

Here are some reasons you need to incorporate blogging into your business:

1. Drive Traffic to your Website via built-in Links

This one is pretty self-explanatory. Each article posted on your personal or company blog has the power to drive traffic to your domain and sell your brand and/or products, along with potentially cross-networking with other powerful sites. The more interesting the material you post, the more likelihood there is for catching people’s attention and gathering awareness for your main product site.

2. Increase your SEO (Search Engine Optimization)

Eighty percent of people who search for information online never get past the first page of results. It is therefore crucial that your business and brand identity appears in the top ten search results. Blogging frequently attracts higher traffic to your site and will result in your website being indexed higher in Google and other internet browsers, which in turn will lead to further expansion of your name and brand.

Companies that blog have 434% more indexed pages. And 9.81% of businesses consider their blogs to be an important asset to their businesses. Blogging is a sure-fire way to increase your SEO and do it fast. According to Social Media B2B, companies that blog generate 67% more leads per month than those that don’t.

Fresh content is key to beating out your competitors in search engine results and boosting your offline business. According to a 2010 study by the Kelsey Group, 97% of all consumers use online media to shop locally. Another study conducted by Intelius shows that 78% of consumers consider it important to look up information about businesses online before deciding to interact with them.

3. Establish your Brand as an Expert in your Particular Field

For years now I’ve written blogs for several corporations and non-profit organizations, mostly as a ghostwriter – meaning I was hired to write articles for the particular company to publish at their own discretion. I’ve also built several websites for clients and created their web content. I cannot stress how invaluable it is to keep constant, new information coming. Writing one entry every couple months or so will never build enough interest to bring people back to your site. And it’s not just a matter of creating content, but actually making it interesting and relevant for your audience.

4. Develop New and Improved Relationships with Clients, Fans and Customers

A key to being an effective blogger is the opportunity to engage with new people who search for keywords and stumble onto your blog. After several years, I have close to six thousand regular subscribers to my Incognito Press blog. I probably could have built more connections if I had been more persistent in updating my content. There were months when I was working on other projects and neglected my own website. However, despite the occasional breaks over the years, I’m at the point where my blog averages approx. a hundred new hits a day – and on days when I publish a new piece, my traffic spikes to several hundred.

 5. Increase Sales of your Product or Services, which will Monetize your Brand

Many of the people who purchase my books discovered me and my story through the articles I posted on my blog. Aside from being able to sell books through a blogging platform, you can also be paid to write articles on various products. Leading bloggers in their field are often given free products and/or monetary compensation for reviewing anything from fashion products to consumer goods. The more traffic you generate to your site, the more your brand value increases and you become a commodity. Eventually you have the option of selling your blog and associated domain at a premium, or publishing its contents as a book – the sky’s the limit!

FIVE PERSONAL REASONS WHY YOU SHOULD BLOG:

Should you blog, even if you have nothing to sell? Of course you should, and here are some reasons why:

1. Blogging Improves your Writing

I started blogging sometime in 2007, I think. Over the years I’ve noticed that, just like in journalism, blogging has helped me immensely in writing clearer and faster. Why is it like journalism? In a press office, journalists are expected to produce certain word counts on a deadline – after a while, the thought of writing 1000 words per day becomes routine. Practice makes perfect!

No more Writer’s Block

If you blog for as long as I have, you begin to realize that there’s really no such thing as writer’s block. Just like going for a walk, writing involves the process of putting one step in front of another until you get to the end of your goal – word after word after word, and then it’s done. It’s giving up the excuse of lack of concentration, and realizing that – just like in working out – blogging daily or weekly develops your writing muscle.

2. Blogging gives you a Voice

Few things are better than getting something off your chest. Art – writing, painting, dancing – are incredibly powerful and therapeutic methods to make yourself be heard in a world where it’s so easy for people to fall through the cracks. It’s a means to record your experiences through your own unique filter. It will capture a lasting chronicle of your days, months and years, as well as leave something behind for your loved ones when you are gone. Just like anything you create, it’s a legacy of your essence in this world and an important part of our collective history.

3. A Supportive Community

Blogging can get you to come out of your shell. You can network with new people and be introduced to an audience and community of supporters who understand you and encourage your dreams. I’ve met some really amazing people through my blog or by reading their blogs, and I’ve been enriched by their presence in my life.

4. You are a Journalist

How many times have you watched your local television news and saw them quoting Twitter users or YouTube posters? In the age of social media, online news providers – yes, this means your blog also! – are at the forefront of NEW MEDIA. In fact, they are replacing traditional media at an astounding rate. Independent news networks and blogger sites are the main reason newspapers are shutting down all over the country and paid jobs in journalism are increasingly scarce. This isn’t a bad thing, people – the increased diversity of voices brings fresh and original perspectives to the human experience. It opens the door to niches and new ideas. It sparks a new hunger that ignites the imagination and originality.

As a blogger who often writes commentaries on politics and the arts, I can tell you that my blogs have attracted the attention of mainstream press and have reached many thousands of individuals. I’ve come to the conclusion that bloggers (especially those who cover hard-hitting issues) aren’t just doing a hobby but an actual job. Their pieces can be sold to newspapers and magazines and, in fact, they can be considered freelance journalists.

5. It can Lead to Speaking Engagements, Publishing Deals & Jobs

In the publishing world, there’s almost nothing better than having a platform of thousands of readers. There are authors who were rejected hundreds of times and subsequently developed such a strong following that agents and publishers came crawling after them. Many of them don’t even want a traditional deal anymore. Based on the contents of my blog, I’ve been asked to be a speaker at various conferences and have hand-sold more books than the average first print-run Canadian author typically gets.

Your new resume and calling card

Most companies’ HR departments are now regularly googling prospective new employers. People want to know you and what you’re all about, and this is your chance to establish yourself as someone who knows your field well.

Finally, the more you write and the more attention you get from your pieces, the more likelihood that you might be offered a freelance or ghostwriting gig. And there’s no better feeling than getting paid for what you were already doing for free.

On that note – if anyone reading this wants to hire me to write your blogs for you or your company, drop me a line! 😉

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