The Business Insider, an online creator of business-related content for the internet, was recently purchased by German publisher Axel Springer for over $400 million. It’s just one more example of how important readership can be in the information age. While your company might not sell for hundreds of millions, it’s important to know that if you want to grow your business, it’s important to publish.

It really doesn’t matter what kind of company you own…if you have a  business with any sort of online presence, publishing new content can be one of the most cost-effective ways of reaching out to new customers.

It Creates Connections with Customers: Customers want to know that they’re dealing with real people who are there to help them. You don’t necessarily need thousands of readers every month for a blog to be successful; you simply need the right customers reading, those who are interested enough in your expertise to do business with you.

It Establishes You As an Expert: When you write articles that customers appreciate, it establishes you as an expert, and they feel that they can trust you. You’ll be surprised at how quickly you can build a library of knowledge for customers by just writing a few blogs a month. The more you publish, the more of an expert you seem.

Search Engines Acknowledge You More: Content is king, and new content trumps everything else. Google loves change, and that’s also true for the rest of the search engines. If a web site is stagnant (remaining at the same number of pages month after month) Google decides that the site isn’t as relevant and ranks it lower. Writing blogs creates new content, proving to Google that your site is active and relevant.

It’s not likely that your small blog will turn into the next Business Insider, but it will create a rapport with customers (and potential customers) that can help your business grow.


Curious if now is a good time to sell your business?