Aug
26
Why Your Business Web site Needs A Blog
August 26, 2008 | Leave a Comment
Remember when blogging was for whiny, tormented souls who poured their hearts out into personal digital diaries? Bloggers were, (and some still are) ridiculed for their lengthy rants, endless opinions and poor writing skills. So who would have thought that respectable businesses and large companies would be looking for bloggers to provide content for their business websites?
Business websites have long surpassed the electronic billboard commercials of the 1990’s. If you found this blog post, it’s because you already know that your business web site needs dynamic content in order to be successful. Internet users read blogs to get all sorts of information and that is why big companies are taking their blog sites seriously.
In fact, corporate blogging has become so main stream that Coca Cola, Microsoft, Walmart, Proctor and Gample, and General Motors are a few of the big companies who founded the Blog Council, a community of senior executives in charge implementing online social media for their businesses.
Whether you run a big business or own small company, here are five things to consider before starting a business blog:
- CMS (Content Management System)
You will need blogging software for your website if your web designers do not already have something set up. Open source software is a popular way to go. Wordpress, Drupal, and Joomla are three popular OS programs that you can taylor-design using themes, modules, and widgets. You can create an entire website usings these programs (like I did,) or you can taylor design your site to match the look of your current website.
… - Define Your Content Plan
So who is this blog for and what do you want to talk about? What information do you want to share with customers, potential clients, or employees? Will you have photos, videos, or other media? How often will you add content? Large companies may have a team of full time blogger “experts” offering advice on various topics. Some companies hire writers to provide engaging articles related to their business. You should have a clear idea of the kind of content you will provide on your site as well as how often you want to keep it updated.
… - Developing Style and Personality
The web tends to be more relaxed. For a blog, even the stuffiest of companies can expect to carry a more casual tone. (That doesn’t mean that you don’t have to be professional.) Just remember that when you are writing for the web, you are speaking directly to the reader as your friend. You just need to decide what kind of friend you want to be. For example, do you want to be the “know-it-all” friend, the “tell-it-like-it-is” friend, or the “observant” friend? Whatever personality or tone that you choose, it’s important to remain consistent.
… - Handling Responses, Comments & Discussions
Many business blogs do not allow comments on their posts. Others believe that comments are a good way to measure the success of their blog. If your business blog encourages responses to articles or discussions, it’s important to keep up with them. If not, you could end up with all kinds of embarrassing spam, inappropriate comments, or unanswered questions left by attentive readers.
… - Promoting, Tracking and Monitoring
If you want readers to find your blog posts and articles, you need to promote your site. SEO friendly blog posts are helpful, but there are are many ways to direct readers to your site. Blogging networks like Technoroti, Digg, and Zimbio can help you get exposure. Tracking your blog’s pages is important because it can help you determine what posts are popular and what readers want to know about. You can do this with Google Analytics or other tracking and monitoring services.
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April Lentini -Content Specialist
I produce engaging content for web pages, blogs and online publications.
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