Marketing Tips

April 2009

Blogging Basics: What They Are, and Why Your Business Needs One

OI’ve heard it a hundred and one times from clients creating their web presence:  “No, I don’t want a blog.  I just don’t see what an online journal would do for my business.”

That phrase – online journal – is one of the worst misdefinitions ever inflicted on an innocent word. Sounding self-indulgent and narcissistic, it’s spawned a legacy of confusion, negativity, and bad online marketing decisions. And business owners, and their websites, have paid the price. So let’s debunk those misconceptions here with a brief blogging Q&A.

What, Exactly, Is A Blog?
First of all, there are personal blogs and business blogs. Personal blogs truly can be online journals, where bloggers weigh in with their thoughts on the day’s thoughts and doings, or perspectives on the news or their private interests.

A business blog, on the other hand, is intended as a tool to share your knowledge of your field: what are your thoughts on current developments in your industry? What tips can you offer your readers? What wonderful new products have you discovered, or what new services are you offering?

A business blog has one goal: to create a continuing stream of valuable information targeted to the readers you want to attract. A good blog entry is chatty, upbeat, and informative. It offers information that readers want and need to know – just a short, pithy nugget that they can carry through the day.

How Do You Know What To Write About?
As you read your morning paper or scan a trade journal, picture yourself talking to your clients, answering their questions, kibitzing over the store countertop, or chatting at a networking meeting. What kind of questions would they ask, and what kinds of juicy tidbits would you offer? When you’ve identified the nuggets of information that grab you, what is the message you want to convey? Use ordinary language, not corporatespeak – your audience want to hear you, not read a dissertation.

How Often Do You Need to Write a New Entry?
The best bloggers write an entry a day, but for most purposes, twice or three times a week will serve the purpose. If that sounds like a lot, remember, just a paragraph or two is plenty. You don’t need to write a book!

So What Does This Do For My Business?
First, Google notices new content. Correction: Google loves new content! Given a choice between a blog full of rich, freshly updated content or a website with content that hasn’t changed in the past year, Google will bump the blog higher in the rankings every time. And if your blog is linked to your website, hey presto! Your website benefits by your blog’s high ranking.

Should I Incorporate My Blog In My Website, or Use the Free Blogging Platforms?
The best solution is to incorporate your blog into your website, if your web development software allows this. Your site benefits directly from your blog’s fresh content , without any outside links. This eliminates the possibility of your blog suffering from any of Google’s issues with some free blogging platforms.

If you need to use one of the free blogging platforms, generally WordPress is considered the best, with Blogger running a close second.  

We’re edging on the technology of blogging now – and that’s fodder for a whole other column! In the meantime, take a look at some award-winning business blogs here:
http://www.businesspundit.com/the-50-best-business-blogs-of-2008/

And for a couple of blogs that are well integrated into  business websites, see these: http://blog.gaiam.com/
http://www.seventhgeneration.com/learn/blog

Phila Hoopes
The Tree-Huggin’ Copywriter
Giving Your Vision Your Voice
http://www.your-words-worth.com

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