If you haven't embraced blogging yet as a marketing tool, social media expert Randall Craig has a few reasons why you should.
First, it connects you "directly" with your clients and prospects. It takes time to build a following, he said, and to be effective it needs to be part of your overall branding strategy.
Secondly, to communicate directly with a specific stakeholder group using a channel they prefer. "There is a growing number of people who appreciate the interactivity that a blog can provide," Craig said.
Next, it helps to cement your reputation as an expert in your field. Blogging also lets you become a source for original thought and commentary.
A blog also lets you provide updates about your organization.
But Craig says not use your blog as a personal diary. It has very little value for a business.
If you already blog, look at your posts over the past six months, and "objectively ask what a reader would say the intent appeared to be. If there is a difference between what you intend and what you've actually written, then make a change," he said.
