Blogging builds marketing assets

Call it a feature article, a white paper or a blog post. Maybe your written wisdom is a work of art, like a tribute, reflection or poem. Whatever it is, if it’s thoughtful, articulate and valuable to an audience, it’s an asset and should be leveraged as such. Businesses need to create and disseminate information today, or they will become obscure and lose relevancy in a crowded marketplace.The good news for all businesses is there are myriad ways to share and disseminate information freely now. Effectively reaching a target audience of a few thousand used to cost tens of thousands of dollars in the glory days of old media. Today, the same reach of exposure can be achieved at no dollar cost other than spending some of the time you’d be watching TV by building your online networks instead.Websites are the central communication hubs for businesses today, and blogs are where visitors go to find out if the organization has a pulse. Blogs are best leveraged as an integral part of the organization’s website so search engine crawlers can detect the origins of the relevant, fresh, visible content for which they are sniffing. Google looks for dynamic, relevant content that is viewed, shared, back-linked and repeated, so it’s best to keep your blog on your website.Setting up three or four social media accounts and strategically synching them for blog content sharing can get your message out instantly and to hundreds or thousands of people FREE! Then there’s email marketing. Newsletters work when the information is valuable. Every blog post can be a newsletter and vice versa. Blog posts can also be repurposed as newspaper and trade journal articles. By the way, don’t make the mistake of only pushing your own messages. Pay attention to what other people are blogging about. Learn from it. Share it.Time managementTwitter is a wellspring of fresh, valuable ideas and thought leadership. It’s where I often get ideas about which to write articles and blogs. Read people’s tweets and check out their linked content when it catches your eye. Leverage the work of others by sharing it. Engage valuable new business connections, clients and partners by commenting on and sharing their posts. Compliment people when they teach you something new and invite them to comment on your stuff or answer your questions.LinkedIn is exceptionally valuable for this, especially when you participate in group discussions.”But I don’t have enough content, I don’t know what to write about and I just don’t have the time with how busy I am.” Everyone reading this post is an expert at something, maybe a few things, so saying you don’t know what to write about isn’t true. If you think you’re a bad writer, just dump your ideas out on paper and hire a good writer to edit your messages – it’s not expensive if you provide all the facts.Saying you don’t have time to write your blog and mange your social media networks usually doesn’t wash either. Do you have time for your favorite TV shows every weeknight or a few drinks after work? Does your alarm clock have an early morning setting?It’s true that some professionals really don’t have the time to devote to content creation and online networking development. An architect’s time is better spent designing buildings; a lawyer’s time is most profitably spent litigating, counseling or defending clients. In some cases it makes sense to hire a professional communicator or agency to keep your blog content dynamic and your social media pages updated while you go out and slay dragons or bag trophies.Increase the value of your business by increasing the quality and quantity of your information assets. In blogging, it’s your call. Spend the time or spend the money. Either way, like a bank, you’ll see a nice ROA – return on assets.Chuck Sink, an independent marketing consultant and writer specializing in copywriting and Web content strategies, can be contacted at