With the world of PR becoming more and more competitive, you need to stand out in order to make an impression.

So how do you let everyone know that YOU are the most knowledgeable, hard-working and qualified PR professional out there? With a blog, of course!

Here are five of the reasons why every PR business needs a blog:

1. Blogs allow you to direct your business narrative

A blog gives you the power to manage the narrative around your business, right from your very own website. Use your blog to ensure that your site visitors know exactly what it is that sets your PR agency apart from others and why you are the right agency to take care of their business’s PR.

You can also use your blog to identify changes in the PR landscape and then explain how your business has adapted to these changes. The fact that you are aware of these shifts will position you as both knowledgeable and connected to the industry. And who doesn’t want to use a PR agency that is aware of the latest trends?

Your blog can also include long-form content and case studies that showcase your previous work. What better way to attract new business than to show off what you’ve already done? Let visitors to your site see the best and most innovative ideas you have made into a reality for your existing clients.

New and exciting offerings can also be added to your blog as a way to entice your clients (new and existing), staff and stakeholders. Remember that your blog is your own personal PR outlet, so be sure to use it to share content about your business and to steer the narrative in the direction of your choice.

2. Blogs let you target potential clients

Although company blogs don’t generally include a direct promotion of services, that doesn’t mean they aren’t worthy of your time. Blogs involve company promotion but in a more passive way.

By discussing your brand, the PR landscape in general as well as the challenges that your target audience faces, you’re getting your name in front of potential clients.

You can utilise your blog to help you attract a specific audience by understanding what that audience is interested in and then creating content around that topic. With solid SEO practices in place, your blog will pop up in the search results of potential clients.
Want to know how to refine your SEO practices? Check out these 15 Tips to whip your website content into SEO shape.
To give your content the best chance of being discovered by the right audience, do some research on the types of questions that your ideal client would ask – and then answer those questions with your blog posts.

3. Boost traffic to your website with a blog

According to a study by Hubspot, businesses that have their blogs have up to 55% more website visitors than those that don’t.

With SEO-friendly blog content, you’ll be attracting a whole lot of new visitors to your website. And with any luck, some of them will explore your website a bit more before clicking away.

When your website gets more traffic, even if it isn’t to your blog page, it increases your SEO rankings, helping your company to be found via search engines. The more often you add blog posts, the higher your SEO rankings will go as well. So you’d better start doing your research and get working on your blog content!

4. Use your blog to establish yourself as a thought leader

Competition is rife in the PR industry, and often it can be tough to show off exactly what sets you apart from your competitors. By writing blog content that identifies industry news and trends, you can easily position yourself as a thought leader.

The more helpful content you place on your blog, the more you will be seen as an authority in the industry. Over time, your website will become the go-to resource for providing consistent and useful information that can help readers learn about new industry trends, solve complex issues and make more informed decisions.

Having all this information on your blog will show people that your agency is knowledgeable, aware of industry happenings and taking an active role in communicating with people. That might just be the thing that makes potential customers pick you over a competitor.

5. Improve your social media presence with a shareable blog

Blogging is a simple way to be discovered by consumers on social media. Every time you write a new blog post, you’re creating content that people can easily share on Twitter, Facebook, LinkedIn, Pinterest and other social platforms. This can help to expose your company to audiences you may not have even considered before.

You can also use your company blog to fuel your social media output. Instead of coming up with more ideas for social media content, why not promote and link recent blog posts? You’ll be bringing in new visitors and strengthening your social media – it’s a win-win.

Does your PR agency have a company blog? Tell us about it in the comments section below.

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Now that you know why blogs should be a part of your PR strategy, why not see what else you should include by checking out these Five PR trends you’ll spot in 2019.
*Image courtesy of Vecteezy