Writing a business blog has many benefits. But like Twitter, Facebook or LinkedIn. it takes time, thought, strategy and great content to build an audience.
Just like with other social networks you want to get people following your blog through RSS subscriptions or email.
Business blogs are useful for:
- Building a reputation as a thought leader
- Sharing your research, insights
- Promoting your innovation or new services
- Sharing staff stories, projects and insights
- Corporate news
Blogs are great for SEO too. There are another window to your business that people will see when they search for related key words and phrases. So it’s vital that you use the right language, keywords and tag your blog posts correctly for optimum search visibility.
Blogs are very easy to set up. If you already have a business website, talk to your web company for advice. It’s likely they will have a content management system you can use to publish your blog posts and will be able to set up a well branded and well designed blog that’s integrated with your website.
If you want to create a blog on the side you can use a free blogging platform like WordPress or Posterous.
Like Twitter and Facebook the hardest part of blogging is getting started and getting yourself in to a routine. Writing is not everyone’s cup of tea, some days writers block stresses you out and you don’t get anything done. So here’s some advice.
- Share the blog post writing around – find people throughout the company that are keen to be involved
- Be consistent – schedule two posts per week say on a Monday and a Thursday and try to stick to it.
- One post could be insights or updates from the CEO or another person on the Management team. Another could be an interview with a staff member or sharing some research or market/industry insights
- Keep your writing style conversational, write as if you’re speaking to a customer
- Ask questions, all blog posts should be a conversation starter. And make sure you reply to comments as quickly as possible.
- Add pictures and video if possible
You could ask customers, suppliers or industry experts to be a guest blogger for you once or twice a month. That way they get to share their knowledge with your community and you get expert commentary and content. Perhaps if you have a new product range you could highlight why they came to be and how you hope they will add value to your customers lives.
Blog posts are of course great content to share through your other social networks. But I don’t advise to auto post your blog to Twitter or Facebook. Each social network has it’s own unique experience and style so write your own updates highlighting questions, insights or other content you think is most relevant to your followers on that network.
And don’t forget to add your latest blog post to your website – Tell people about it!
Does your business already have a blog? How’s it going? What have you found to work well?