bloggingBlogging—which  first started to take off in the latter half of the 1990s—was initially used to provide a unique way for people to share their thoughts, feelings, experiences, and opinions.

Today, however, everyone from Fortune 500 companies to mom-and-pop shops are utilizing blogging (in addition to other digital reach methods) to increase their digital presence and inevitably increase their bottom line.

In fact, if your business’s website does not have a blog (or “learning center”) that is actively updated on a regular basis, then you are missing a huge opportunity to increase your company’s visibility and therefore increase your digital reach—your potential client base and your bottom line.

Blogging Matters—Just Ask Google

In today’s internet-based society, your business has to have a powerful online presence in order to stand out among your competitors. When someone goes to search for a professional or business in your industry, you want your name to come up close to the top of the list. How do you do that? With effective search engine optimization.

In the past companies like Google put an emphasis on keywords—which words that you were using to market your business and how often those words appeared on your website. As technology has evolved, Google (and other search engines) are using advanced formulas that determine how frequently you post and update your website in addition to the origination and quality of the content you post.

What does this have to do with blogging? Everything in the world.

There is not a better way to add relevant content to your website on a regular basis than to utilize a blog. If you do not want to call it a blog, you can call it a “learning center” or any other catchphrase that you want to use to categorize the frequent posts to your website—at the end of the day they are blogs and these blogs are powerful.

Where you rank in search engines matter.  One of the most effective ways to increase your search engine rankings is to add unique, high quality content on a regular basis—to blog.

Need Blogging? Hire a Professional

There are some great advantages to hiring a professional to take your blogging and online presence to the next level.

First and foremost, professionals often know how to utilize words to capture your audience—to take what you want to say and improve the influence that these words have on your readers.  

Second, the right professional will understand that blogging is an aspect of digital reach but in and of itself is not enough. These blogs also need to be posted on external websites for SEO (which will be even more important in the future) and should be combined with other digital reach efforts including digital PR and marketing.

Third, it saves you time. Hiring a professional will allow you to spend your time focusing on your company’s goals and visions—allowing you to propel your business into the future.

However it is important to note that even if you hire a professional blogger, it’s important to understand that you must play an integral role in educating the blogger on your industry, why you do what you do, the services and products that you have to offer, and be willing to play your role in the process. At the end of the day, digital reach—social media and beyond—is a company-wide endeavor.