A blog used to be an online diary for people who want to write about their passion, hobbies, and lifestyle. Blogging has provided people to become writer themselves, and writing about their passion made them experts in their field. Today, a blogger is considered a more reliable resource person than a journalist. Gary Vaynerchuk is one of the bloggers to turn his passion into a success. His WineLibrary video blog has shown even big companies why it's important to show your human side to connect with consumers. Vaynerchuk recently reached 1,000 episodes for his wine vlog! From WordPress to Tumblr, people from all walks of life like Gary Vaynerchuk are embracing the blogosphere.
For some, blogging is a therapeutic escape from the everyday mundane stress they encounter. Arguably, it's one of the precursors of social media along with forums and chatrooms. It's a medium were early Internet users collaborate. It became an avenue to trade substantial thoughts and ideas which can be helpful.
Today, blogging isn't just limited to ordinary people sharing stories about their passion. Companies have joined the blogging bandwagon for a handful of reasons such as content generation, increased digital PR, and just for the sake of having a blog. Why? Because businesses with blogs receive 55% more traffic than companies without blogs. In a nutshell, it's all about accumulating a great number of impressions.
However, corporate blogging is departing from the very essence of a blog. It's not a mere tool to drive traffic or promote a new product. Companies should bear in mind that there's a fine line between a press release site and a blog site. When you turn every blog post into a marketing snippet, that's advertising! But if you instill emotions and genuine opinions, that's social engagement! This is why every blog entry should carry the links to your social media accounts so readers can retweet or share your blog to a larger audience. When your readers do spread your word to their audience, there's instant collaboration and that fuels engagement. Social engagement through blogs is a no-brainer because Twitter co-founder and former CEO Evan Williams coined the terms “blog” and “blogger”.
And with social media monitoring becoming a staple now for companies, this is where blogs come in, it should be used for enhancing user engagement and sentiment analysis aside from consistent community management of Facebook, LinkedIn, and Twitter accounts. Social media accounts are like megaphones, but a blog will always be the voice of a company. Humanizing your blog can increase your clout as well!