There's one issue that a lot of businesses find themselves coming up against and don't really know how to solve. However hard you may work, and however fantastic your product may be, customers simply don't care that much about companies. They may find that your product or service is incredibly useful to them, but when it comes down to it, the reality is that customers have very little invested in your business on an emotional level. This means that they may want to support your business for the sake of a product that they like, but they aren't really going to have that much loyalty to it. Of course, there is a solution to that problem. For as much as people don't care all that much about businesses, one thing they do care about is other people. If you want to make your customers care more about your business on a personal level, then there is one very simple thing that can help you do that: blogging. Every business needs a blog because it allows you to present the human side of your business to customers. Here are a few things that you can do to make the most of this incredibly important aspect of your businesses marketing. 

Make it engaging

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Whenever you write a blog post, you're going to want to make sure that your customers engage with it as much as possible. There are multiple ways to do this, and all of them should be used in tandem. First of all your writing should be exciting and drive the readers on to discover more. You should also create as much visual interest as possible. Sites like EyeEm are fantastic places to find images that allow you to avoid your blog posts turning into giant walls of text. You should also give your blog posts attention-grabbing titles that will entice potential readers. Just remember not to create deceptive headlines. No one likes dishonest clickbait! 

Make it shareable

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One of the very best things about blogging is that it can potentially create some excellent viral marketing opportunities. If you've written a particularly engaging blog post, then you need to give your customers the opportunity to share it. People love to share things that they've found online to their friends and followers on social media. If you make sharing your blog posts as easy as possible, then you've essentially developed a fantastic method of word-of-mouth marketing that is entirely free and can potentially reach an international audience.

Use emotion 

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If you want your customers to feel really connected to your business, then you've got to do so on an emotional level. Remember that your blog is the place where you can build a sense of understanding and loyalty from your customers. Of course, not every post needs to be a tear jerker; there are plenty of different emotions that you can use in your blog posts. Humour is one of the very best. If you can make your customers laugh, then that is going to create an incredibly positive association in their minds. You should also talk about the behind-the-scenes aspects of your business: the hardships, the teamwork, the innovation. These things allow your customers to contextualise the things that go on in your business on a much more down-to-earth and relatable level, rather than as a set of abstract concepts to be used in marketing campaigns.