To Blog or not to Blog? (User Experience)
Plain, old fashioned user experience is probably the biggest benefit of having a blog. It allows users to keep up with the industry news that you want them to know about, it also gives you a valuable opportunity to extend your brand and to let customers know your positions on the major issues at play within your industry. In short it helps people to actually enjoy using your website, or at least to find it useful.
A case in point is the recession. Financial services companies with blogs probably benefitted hugely from the opportunity those blogs offered them to respond to customers concerns and explain their recession plans.
Notice the use of the word probably in the above paragraph? Unfortunately as well as, in my opinion, being the biggest benefit of having a blog on the website, improved user experience is also one of the hardest to measure.
If you’re sceptical about the bottom line benefits of improved user experience then it’s worth remembering that even in the new fangled digital world, the basic tenets of marketing still apply. Those who offer the most added value will prosper and good sites will be able to exploit that most elusive and untraceable marketing metric, word-of-mouth.
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