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As a business, a blog can be a valuable way to communicate your message to your audience.


Controlling the Story

With a blog, you’re in control of all content and can tell your story exactly how you want it to be told.

In media stories – whether print or online – reporters decide what makes the cut. They could potentially leave out information you believe is important and want your audience and the public to know.

Write a blog post about the subject. There are no limitations to what you can write about – a new service, updates on your business, awards you’ve received, and more. If you think it’s worth telling, put it out there for the world to see.

Connecting with the Audience

Much like social media, a blog allows you to communicate directly with your audience.

Unlike news stories or press releases, blog posts – and social media – allow for more creativity and can be more casual. The key is to find the line between fun and professional – remember to stay true to your brand and represent your business accordingly.

The comments section allows you to create a dialogue with readers, whether it’s answering a question or discussing the post’s topic. A blog is another place to show your personality and to help the audience better understand who you are.

Blog posts allow for flexibility in reaching your targets as well. If you have an email newsletter, blog posts are perfect for sending to your subscribers. These newsletters can connect readers back to your website or social media, leading to more interaction and engagement.

Showing Your Expertise

Your blog is a perfect place to offer insights and tips about your industry to your audience. This is not only informative, but can create credibility and show readers and potential clients you’re knowledgeable.

No matter the industry, each business or organization is trying to get ahead, secure more clients, and reach a target audience. Blog posts are one way to set yourself apart. View similar blogs and see what they’re doing right and wrong – this can serve as a guide for your own blog.

Also, see what the competition isn’t covering. Your blog post could become the main source on a topic if others aren’t giving it attention.

Think of these posts as free advertising – readers can learn more about the business and what you do. A blog post can lead to an inquiry, and potentially a new client.

Creating Complementary Content

Social media, websites, and blogs can stand alone, but ideally, they should also work together to tell your story. Blogs have developed overtime into a unique platform that allows you to share at length topics you may have briefly discussed on your social platforms.

Once you’ve created a blog post and are ready to publish it online, take the time to promote the post on social media. Use a short, catchy title for the blog post, and design graphics and video to pair with the content.

The benefits would be two-fold – driving interactions on social media and bringing more eyes to your website, which is the ideal place to host your blog.

A social media post can draw an audience in, and a blog can elaborate on the social content. You may be limited by word counts on Facebook and Twitter, but a blog allows you to write as much as you see fit to deliver a message.

When executed effectively, a blog post creates the opportunity for more shares on social media – users are more likely to share a blog rather than a generic post.

At Sinclair, we use multiple platforms to help tell our clients stories – blogs are just one of them. Let us help boost your message.

Sinclair Public Affairs

Author Sinclair Public Affairs

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