The first sentiment expressed in the title of this blog post is no secret. It’s been common knowledge among my colleagues at R&J (both past and present) for as long as I can remember. The latter has only recently gained widespread recognition around the office, though it’s quickly become a topic of regular discussion and a source of consternation to some. So fed up have my colleagues become with my aversion to blogging that they Photoshopped this image and threatened to post it along with a ghostwritten manifesto professing my undying love for all things feline. My desire to avoid that particular fate, combined with my appreciation for their artistic talents, was the impetus for the diatribe that follows.
Let me start by saying that my aversion to cats is born of a lifelong allergy that I consider to be fairly severe. Not long ago, for example, I stopped to spend the night with cat-owning family members on my way down to the Carolinas for vacation. Knowing of my allergy, and being incredibly gracious hosts, these family members went to great lengths to sequester their cats rid their guest room of even the slightest evidence that the cats had ever been there at all. Despite their herculean efforts, I found myself standing outside in their driveway at 3:00 am — gasping for breath with my throat closed up, my eyes on fire and my skin breaking out in a nasty, persistent rash. My disdain for cats is not arbitrary; nor, apparently, is it unrequited.
While not quite as severe, the reaction I have when faced with the prospect of writing a blog post is similar to the one I have when faced with the prospect of spending quality time with cats. This is not because I don’t like writing and it’s CERTAINLY not because I fail to see the value in blogging. In fact, I am a huge proponent of effective, strategic blogging, both for our public relations firm and our clients.
There are, of course, NUMEROUS business benefits to blogging, including:
- Boosting SEO: Search engines look for pages with fresh, timely content. By blogging consistently, you give Google and other search engines new content to index while creating opportunities to plug in those all-important keywords that increase your visibility on search engine results pages.
- Establishing Your Organization and Your People as Thought Leaders: Publishing insightful commentary is an effective way to establish yourself as an expert in your field, keep clients up to speed on trends affecting the work you do for them, and help them address problems they are facing in their business. Over time, you and your organization can become “go to” resources for individuals and organizations looking for counsel, advice and the services you provide. Those individuals and organizations could eventually become your best clients.
- Conveying the Culture and Personality of Your Organization/Brand: As my business partner is fond of saying, people want to do business with people they like. By publishing timely content that offers people a meaningful ‘peek behind the curtain’ of your organization, you can attract prospective clients, employees, partners and others whose needs, values, personalities and quirks align with your own. In short, you can give people a sense of who you are and help establish meaningful connections between your target audiences and your brand.
- Creating Sharable Social Content and Driving Website Traffic: Sharing good content on social media is an excellent method of driving traffic to your site. Every time you create a new blog post, you’ve also created an opportunity to share it through your social media platforms and add extra value (some of you will undoubtedly arrive here via a link tweeted out by an R&J employee). When you write and share an effective blog post, you engage your target audience by providing them with useful information, and you make it easy for them to share your content with other connections in their networks.
This is just a partial list of the many benefits of maintaining a healthy company blog. Given these myriad benefits, and the fact that I essentially write stuff for a living, I’m not quite sure why I dislike blogging so much. Maybe it’s a chronic case of shoemaker’s children syndrome.
Thankfully, R&J is comprised of many talented, insightful PR pros who are far more prolific and enthusiastic bloggers than me. As such, our blog serves as an effective vehicle for supporting several important business objectives (and so do the blogs of our clients’ to which we contribute as part of our work on their behalf). I sincerely hope that this particular post helps us realize all of the benefits listed above… and that I don’t have to write another one or see another cat for a very long time.