• Alessio Norrito

Why blogging? The value of written content

One of the first posts I wanted to write on my "digital" blog, is about blogging itself, since it is something I really love to do and that gives a tons of advantages for any business using it. Also, I am a fan of written content blogs, out of the many varieties of blogging currently existing (video blogging, micro blogging, live streaming, etc...). Defining written content blog, is that kind of blogging that makes use (almost) exclusively of words and pictures.

If I could, I would make exclusive use of words. But if I didn't use pictures, I would have a hard time engaging my readers. So here it is a random picture of a monkey, just for your entertainment:

But let's get to the important part: why blogging? How can a blog be useful for your website?

There are many reasons to start a blog, and you can find most of the technical bits (especially in terms of SEO) around the net. Maybe we will cover that in a later post, but this time I would like to focus on the user experience and on the overall service you can offer to your clients or potential ones, and explain the reason why I prefer written content to other forms of blogging.

First of all, written content goes at your pace. You can read a piece of text over and over, getting back to it with ease and use it as a piece of reference any time you want.

In addition, a piece of written content allows you to skim read, and get directly to the point of what you want to know. For example, if you have been skim reading the first part of this article, you wouldn't know why there is a picture of a monkey, because it is actually not the focus of this blog article. Oh, btw, here is another one.

One of the most important reasons why a blog is important (and this really applies to any type of blog) is that it gives the chance to any potential customer to know more about your business. A blog can really apply to any service and/or product.

When I explain this, I often get the question "How can I blog about this? There isn't much to say about!". That's when you have to get creative. If you are selling a particular product, let's say a special chocolate cake, you can talk about ingredients, the story of the cake, the brand and... well, not so much right?

In this case, you shouldn't be the one blogging about your cake, but you should perhaps let other people blog about it, let them tell their experience, expressing their subjectivity on your cake. This will not only spread the word about your product, but will help you gain more insights on why people love it.

We have already seen how third party blogs such as Naver can help you build a reputation in a foreign country (South Korea in this case), but in this case you could invite them to write for your own blog. This will surely be perceived as less sincere, but at the same time you will be able to prevent negative reviews and use them as an internal feedback to improve.

What is one of the major challenges of keeping a blog? From my experience, keeping it alive. Blogs have a great importance, but are never perceived as a primary function of a business. With social media, ads, ecommerce and customer relations to manage, they are often left out. Nonetheless, blogs are frequently "kept alive" as part of a SEO strategy. So any business that has a dedicated resource in this field can expect to have a well written and functional blog page.

Hey, btw, we can do it for you if you need 😉

But I guess I wrote enough, monkey pic?

Extra: my take on written content doesn't mean that video based blogs aren't extremely useful as well. Perhaps they are perfect to fit within a social media strategy. While you might discuss a written content blog with a SEO specialist, you might discuss a video blog with a social media specialist.

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