Join Morten Rand-Hendriksen for an in-depth discussion in this video Why blog for business?, part of Blogging for Your Business (2013).
If we go by the definition that a blog is a website on which an individual or group of users record opinions, information, etcetera on a regular basis. what is the value in blogging for a business? Shouldn't the opinions and information about a business be hosted on a carefully controlled website? The answer to the latter question is yes. The opinions and information about a business should be hosted on a website. The blog comes in addition and will serve as a platform to communicate a different type of opinions and information. Let me explain.
The reasons for the explosive popularity and growth of blogs is that they made sharing thoughts and ideas easier than ever before. The blogging tools and platforms remove the requirements to understand web servers and programming languages to publish content on the web. And served as intermediaries between people and the web. And once people were to share their thoughts and ideas freely, others took these ideas and shared them with their group of friends and so on. And the reason why people were so eager to share this content was because it was a different type of content from what regular old websites provided.
Blogs were full of tips and tricks, ideas and concepts, debates, musing, and creativity. And that's the type of content the people of the web not only want, but also want to share. For a business, this distinction can be hard to grasp. But once its properly understood and implemented it can be an invaluable asset for marketing brand awareness. And interaction with existing and potential customers. The key to great blogging is to share valuable insight and information with the world.
That can come in the form of tutorials, articles, opinion pieces, questions and answers. The list goes on. And if a blog does this and does it well. It can easily become a trusted source of information for both your customers and for search engines. The web has become an integrated entity. Everything is linked together and by understanding and tapping into this integration. A good blogging strategy can have a positive impact on the business website as a whole. For a business, the point of a blog is to share valuable insights and information. Not only about it's own products, but also about the general business landscape.
This will return an higher trust and share factor among the web using public. Which in turn, means higher search rankings on search engines for the blog, and for the website. The end result is better brand awareness. The website, the blog, and social media platforms join together to form the face of the business online, and the blog is what ties it all together.
- Why blog for business?
- Defining goals for your blog
- Deciding where to host a blog
- Picking a platform
- Creating a content strategy
- Designing the blog
- Scheduling posts
- Promoting posts on Facebook, Twitter, and other social networks