Thinking about starting a company blog? How do you know if
that blog will be worth your efforts? Business blogs do not serve up the same
content or meet the same purpose as a personal blog. A company blog is not
going to post photos of what everyone ate for lunch today or recap the last
meeting. (It won’t diverge into personal topics such as what employees did on
the weekend or the latest book they read, either). Business blogs need to have
very specific intentions. They need to create regular, fresh content to invite
search engines to regularly “crawl” your website, content that attracts other
websites to link to your website, publish problem solving content potential
clients are searching for, and finally, to start the line of communication from
customer to company.
What this means is that a business blog has its own
definition: a method of posting relevant content on your website that attracts
clients in a way that is easy to manage. Many businesses start their blogs with
the right intentions, but end up taking the wrong road. News and press releases
can be important to keep the public informed about what the company is doing.
But if that is all they post, the blog is not serving the purpose it should.
When potential customers want to solve an issue, all the news in the world is
not going to help them. They need to find content to solve their problem (or convince
them they should work with you to solve their problem). If they don’t, they
will stop visiting your blog.
So what type of company needs a blog? The answer is almost
every type of business can benefit from a blog if the blog is purposed
correctly. If you are a hair salon, post photos of easy to do hairstyles or
instructions for at-home moisturizing treatments. If you own a veterinarian’s
office, post tips on how to keep your pet from getting flees, what foods may be
dangerous for dogs, etc. If you are a clothing retailer, write about how to
wear one of the newest trends and highlight a product you have in that
category. You get the idea. It also helps to enable comments from the public so
that potential clients can post questions or give feedback—this will get the
communication flowing. Make your content relevant and problem-solving and the
marketing will stem naturally from that. Make it happen!
© 2013 eMarketing 4 Business LLC