I stumbled upon an ancient [2007 is ancient in the tech world, no?] post on a blog called DivaMarketingBlog. The whole blogging-for-business-thing was new at the time. There was concern about corporate blogs. There were questions about the identity of the blogger, the real person behind the words.
Is the blogger the CEO? Should it be? If the CEO’s name is on it, does that mean the CEO wrote the blog? Or is it a team? Or both?
There were questions of authenticity and social-media-transparency. “In the spirit of social media: to be honest, transparent and authentic” was how it was stated and I thought “wow! how cute!” Does anyone expect that now?!” Times have changed, right? In these times of fake news and fake ads and social media manipulation it seems downright corny or sentimental!
When they were writing this blog back in the day, they were expecting explosive growth in blogs for corporate sites. They were right!
The benefit of a blog for business is the human connection between the corporate world and the real live people who are the customers. The benefit for a small business is the building of relationships between the owners and customers.
In the article, a reference was made to the movie The Wizard of Oz. In the movie the characters feared the Wizard. They had heard about him but didn’t know him at all. When the curtain was pulled away the Wizard was disclosed as being “just a man.”
Think about that for a moment! The characters had spent a heck of a time, going through trials and tribulations along the yellow-brick-road to get to the wizard only to find that he was just a man.
When they realized that the guy back there was just a shy little man, it could have been a total disaster! Everyone could have turned on the Wizard, run him out of town, tarred and feathered him etc. for being an imposter!
Instead they ended up rather liking the guy. He had his own insecurities after all! He was human, relatable.
“Just a man” is relatable in a way that a wizard is not!
It’s that humanity that a blog lends to a corporation. A corporate or business blog that is done well is engaging with readers and customers. The writers seem real. Customers relate and feel as if they know [and trust] this person.
Because that writer is familiar and comforting, it can give a warm, fuzzy feel to the corporation/business (behind the curtain).
And THAT is even more important now than it was then!
Consider, back then, the online world wasn’t nearly as all-encompassing as it is now. I mean … the first iPhone was not released until the summer of 2007 [about the time that blog was written]! People still walked into stores back then! We weren’t all connected to little computers at all times!
Now, if we can’t find a business online first, it’s unlikely that we’ll ever visit in person. That’s why now, as a business it is even more important that you have a presence online and create that bridge between you and your customers. A blog is a great bridge.
Your online presence does double duty. It builds a relationship between you and your customers AND reminds them that you are there!
Back to our wizard in the land of Oz. As I said, it could have gone the other way. They could have called him a fraud and run him out of town but they didn’t! They related to him. They liked him. That gave him courage and confidence to think outside the box. He actually came up with solutions to solve the problems of his visitors in a caring and creative way.
He actually empowered them to help themselves! Which is what makes it a good story! They helped him. He helped them. It was a win-win!
Your blog should be a win-win too! Give people good, helpful, information. Help them. And they will like you and come back to your blog and remember you when it comes time to buy something!
Being real and authentic and human is a plus for business.
Here’s the thing with wizards. Sometimes they need to take down the curtain and be real. Other times, they need to be hatted, wanded, robed and wizardly!
What does this mean for you? You say, I’m not a wizard or a corporation. I’m a small business owner and I’m just getting started online. I don’t know what to do with a blog!
What if you’re a new business? And you just don’t know HOW to get the word out about your business. I mean, who’s going to listen to you? You are new and what do you know, right?
Yep. There it is! The blog again! Your blog can be instant authority.
No need to stammer and stutter, run on when trying to talk about your business. You can take all the time you need to work through your thoughts and write them out. And you DO know a LOT. It’s your business. You know it.
On your blog, no one knows that you are a beginner but you!
Just the form of written word gives you a sense of authority.
Just the medium of a personalized website lends authority.
You can be the wizard behind the curtain as you build your confidence. With each blog post, you are building relationships with readers and potential new customers. With each post you are becoming more of an authority, a trusted and reliable source of info for people!
No more stuttering! It’s easy to say, “check out my blog” and let the medium and the your written word speak for you. Once you’ve built up confidence it will be easy to step out from behind the curtain!
Here is a more modern article on the importance of a blog for your business:
This Business Thrived When It Made Blog Content a Cornerstone of Its Marketing Strategy by Will Caldwell. He gives some great insights into how to get into blogging for your business even if it’s new to you, even if you find it terrifying, even if it seems like you don’t have the time!
He says frankly that you should make the time. I couldn’t agree more! “Offer helpful and interesting information, connect with readers on a personalized level” and you will create loyalty and brand awareness and increase that bottom line!
Check out my other posts on how to build your content quickly so that you come come out from behind that curtain sooner!
Four Tips to Create More Content in Less Time or Newbie’s Guide to Fast Content
Patt / Patt Timlin Online
Patt Timlin is a marketing expert set on sharing her expertise with other online marketers to help them achieve the dream of working online. She is secretly pleased with the surge in content marketing as revenge of the English majors! Entrepreneur, blogger, guide, helper – Patt loves the online world and loves to share it!
Patt is the author of:
BloggerPatt! [just for the fun of it!]
Please reach out on Facebook at Spot4connections on Facebook
Patt Timlin is a marketing expert set on sharing her expertise with other online marketers to help them achieve the dream of working online. She is secretly pleased with the surge in content marketing as revenge of the English majors! Entrepreneur, blogger, guide, helper - Patt loves the online world and love to share it!
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