Over the last two weeks, I’ve seen lots of businesses put their operations on hold entirely as a result of the coronavirus. We’re in a time of uncertainty, but one thing is for sure: companies should not be letting their online presence fade away.

How do you keep your business at the forefront of people’s minds when we’ve succumbed to social distancing? Blogging.

This is a time to tell your story—expand on the boilerplate paragraphs of your website and share what sets your business apart. Blogging is an essential tool for any business because it’s your time to converse with consumers. You’re not selling your product; rather, you’re selling a connection. By expanding on relevant topics, you’re also establishing yourself as an authority in your industry.

I’ve seen lots of businesses that start blogs, only to abandon them after a few posts. Here are a few reasons why:

• They don’t enjoy writing
• They don’t know what to post
• They didn’t see an immediate return of investment
• They don’t have the time

The key to great blogging is quality and consistency. You’re not going to see high customer engagement when you only post once or twice per year or to sell a product. In times like these, especially, you need to think about how to connect. Are you a nonprofit? Talk about why the keynote speaker at your last fundraiser left no dry eyes in the room. Are you an interior designer? Share tips on how someone can make their home more relaxing as they are sheltered in place.

A good business blog also becomes a regular news source for consumers, so you don’t have to rely on outside media to get your word across. I can tell you for a fact that right now, my fellow journalist friends are slammed with pressing news left and right. Your blog is a place to get updates out fast. (Right now, this is an incredibly useful tactic for restaurants that are continually adjusting their services to meet government-issued orders.) But, for people to read these posts, you have to supplement them with more story-like content. That’s when consumers will consider the blog a worthwhile read.

Want to start a blog for your business but need some extra help? Get four blogs per month for $200 with my limited time offer, ending May 1.