If you think blogging is just for for angsty teens, think again.
It’s a great way for you to bring exposure to your organization’s brand, while also helping to build your own credibility and reputation in your field. And if done through LinkedIn, blogging can be a relatively easy way to get your expertise and opinions out to a community of half a billion users.
Research has shown that brand messages reach 561 percent further when shared by employees versus the same messages shared through official brand social channels. And they’re shared 24 times more frequently when they come from employees versus the brand.
Bottom line? Blogging has an effect on just that — the bottom line. On average, companies with blogs produce 67 percent more leads per month. It stands to reason that individuals who blog about professional subject matter should see an uptick in leads or improved outreach.
Okay, so now you’re convinced and ready to blog. Get going… Wait! You don’t know what to write about?
We’ve got some advice to help you break through the writer’s block:
- Write about what you know. What does your team come to you for answers about? What do others look to you as an expert?
- Write about something you want to know more of so that you’re learning AND educating at the same time.
- Use conversations with your clients or colleagues as inspiration. If you’re regularly discussing an issue, chances are you’re not the only one. Someone else could probably benefit from the additional insights and discussion.
- Look to your organization for content that you can put your own spin on when you summarize or react to it. Odds are your only semi-original message will get more traction than the one distributed by your organization. Employee advocacy for the win.