With multiple promotional and marketing initiatives going on at any given time, the creation of a company blog is usually the last thing public companies think about.
However, the absence of a company blog can cost public companies millions of dollars in potential sales and/or investment capital over the course of its lifetime. According to Hubspot, "businesses that blog average 55% more website visitors than those that don't."
That's a potentially game-changing differential in terms of organic traffic and new customer and/or investor conversion.
Despite this simple truth, a vast number of public companies have yet to implement a company blog. In my experience, this is usually due to one of two things:
a) founders opt for shorter-term marketing initiatives where the impact on their stock's share price / volume can be felt more immediately (i.e. "We can't wait for Google to rank our blog. We need results now!")
b) founders think that producing blog content is too expensive (i.e. "Blogging for public companies is reserved for mega corporations with multimillion dollar treasuries!").
First off, it's true that a handful of blog posts won't skyrocket you to the top of Google overnight. An effective blog requires careful thinking, strategy (i.e. a content roadmap), and persistence to build search engine momentum. That said, if designed correctly, a single blog post can attract searchers for years to come.
Second, blogging for public companies does not have to break the bank. With the rise of online job marketplaces like Upwork and Fiverr, there is an endless sea of freelance writers looking for work. Keep in mind, however, that well-written, professionally edited, SEO optimized, and compliant content is pricier than the alternative. To this end, I encourage public companies to start with 2 posts a month — you can always shift gears later.
With some of the most common objections to blogging now out of the way, let's dive into the three key reasons why public companies should start blogging today.
The number one reason why public companies should blog is to increase their organic discovery rate. As mentioned earlier, SEO optimized content that targets a specific search intent can greatly increase the amount of organic traffic a site receives. No matter the industry or vertical, attention is the most valuable currency a business has.
Well-written, educational content can position you as an authority in your field, thereby allowing you to build a deeper level of trust with your customers and investors. It also demonstrates a level of passion for your craft — something that any investor or customer can appreciate.
Last but not least is transparency. A company blog allows you to go beyond the corporate veil and show investors and customers the human side of your business. This can be especially refreshing for investors, who often have to wait weeks for your next company update or news release.
While starting a blog for a public company can seem daunting at first, blogging can be one of the most cost-effective marketing strategies public companies have at their disposal to attract new customers and investors. If you're unimpressed with the organic traffic your site is receiving, the perception of your company in the industry that it operates, or the level of your investors' morale, consider launching a company blog — it might be the extra mile that makes all the difference.