Thursday, September 01, 2011
Have you been told that blogging can help grow your business? It is possible. Blogging offers companies the chance to network, to build trust amongst their clients and prospects, to gain credibility within their industry and to increase their online visibility.
Having said that, blogging isn't for everyone. It requires passion and commitment. And if you're doing it professionally you should probably have a strategy in place. Your strategy should cover things like blog style and tone, frequency of posts and topics you'd like to cover.
Think first about your expertise. What information do you have to share with your audience? Then think about who your audience is and how they'd like recieve this information. Would they prefer step-by-step instructional videos, a slideshow, or a straightforward best practice guide?
There are thousands of companies who have blogs on the internet and probably a few hundred in your industry. How will your blog be different from theirs? As blogs are thought of as windows into a company's culture, blog differentiation tends to boil down to style and personality more than it does content. Is your company made up of young, fun professionals who like to make comical videos and take funny pictures of each other on their lunch break? If so and you think your audience will appreciate seeing your footage, post it. Or perhaps your company is made up of seasoned experts who pride themselves on publishing the best editorial. If that's the case design your blog to reflect that.
If you're using your blog to grow your business then set out how you're going to achieve that. What does success look like for you and your blog? What kind of results will determine that success and how often will you measure them?
Blogs are meant to be informal and fun, but if you're not going to do something worthwhile with them, why have one at all? My suggestion to you: Have a look at the most reputable blogs in your industry and see what they are writing about. How do they present themselves? Make a list of your favourites and take your inspiration from them.