Business blogs are gaining steam with small business owners.
Why? Because they are a convenient online resource for marketing your brand and driving traffic to your website. But creating a business blog isn't as simple as it sounds. If you do it wrong, you could waste a lot of time maintaining a blog that has no value for your company.
The process of creating a blog sounds complicated to many small business owners, especially if they lack online marketing experience. But starting a blog really isn't difficult. Here's what you need to know:
Navigating Blog Technology
Blogging platforms simplify the task of creating and maintaining a business blog. There is a good chance that your current business website already has an easy-to-use blogging feature. If not, there are several inexpensive blogging platforms designed for the novice user. Providers like Blogger, TypePad, and WordPress offer point-and-click blogging technology that can be customized to match your company's brand.
Ultimately the success or failure of your blog will have less to do with the platform than it does with the content you post on it. Blogs are not blatant promotional devices. If you plan to use your blog to shamelessly plug your products, don't bother. No one will visit it and your time will be better spent on more appropriate marketing vehicles. Instead, fill your blog with content that is both useful and unique. Experts suggest that 90% or more of your blog content should be spent sharing your knowledge about your niche or industry.
Helpful Tips for Business Bloggers
- Share the responsibility for maintaining your blog with others in your company. Readers often appreciate the perspectives of multiple staff members.
- Your blog will get the majority of its traffic from search engines. Focus on creating short, relevant blog posts rather than long-winded diatribes.
- RSS feeds and e-mail lists can be effective tools for encouraging repeat visits to your blog. Most blog readers visit infrequently, so encouraging repeat traffic is a challenge you will need to address.
- If you lack the time or expertise to update your blog yourself, consider hiring a ghost blogger to provide regular (at least weekly) updates.