The term weblog was coined back in 1997. Now, nearly 20 years later, blogs serve as a valuable source of information across a variety of industries, and the logistics industry is no exception. The use of blogs as a catalyst for networking opportunities and information exchange amongst logistic industry professionals is growing in popularity. In a complex and constantly evolving operating environment such as logistics, a well-maintained blog can help professionals stay up to date on the latest industry trends, challenges and solutions.
Logistics and supply chain blogs are used in a variety of ways both in Germany and internationally and serve three main purposes:
Thought leadership
Firstly maintaining a blog allows professionals, companies and brands to establish themselves as thought leaders. In a world where long, exhaustive text blocks on websites are becoming obsolete, blogs offer an excellent alternative platform to display expertise on a certain topic or in a specific field. For example, a third partly logistics (3PL) provider can establish itself as a thought leader by writing articles covering the importance of customer service, its knowledge on international trade, and the latest logistics industry trends.
Lead generation
Secondly, blogging can help businesses generate new leads. Sticking with the 3PL example, once established as a thought leader, readership will grow, as will awareness for the services the company provides. Certain blog articles can include a specific call to action i.e. downloading an eBook or participating in a survey, which can generate new contact leads. Furthermore, sharing blog articles on the various social media platforms can help individuals and companies expand their networks and meet new people.
Search Engine Optimization
A third purpose for blogging revolves around search engine optimization (SEO). In my opinion, no business is immune to the growing importance of a strong online presence. Without getting into the technical details of SEO, it is important to note that blogging with specific keyword phrases in mind can help a company rank higher in Google search results. Every blog that is written is another page on the web, representing an additional opportunity to increase visibility and be found by potential customers online. This will not happen overnight, but potential first-page rankings for keywords that are critical to business success should serve as enough motivation to start writing!
Closing Thoughts
Blogging is hard work, and getting started is the most difficult part. A successful blog requires lots of creativity, a committed team, support from upper management, time, patience and an open attitude. However, if a company can establish itself as a thought leader, generate new leads, improve its online visibility and become more attractive, the return on the invested resources will make the effort worthwhile.
What logistics blog platforms do you turn to for your information?
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Many thanks to the BVL (National Logistics Association – Germany) for publishing this article (in German) in their quarterly magazine.
