Does blogging for your business feel like taking the leap into the unknown? Here are few blogging tips and strategies for you to try The purpose of this post is to offer you, the business/brand related blogger beginning and intermediate strategy for the blogging component of your digital presence.
As a company, brand, or individual “Why blog?”
A quick search for “Breckenridge” queries 1770 results in the past 7 days. Your visitors and guests are already reading about your industry, location, or product category. Where are you? A blog tends to have the voice of a peer or expert rather than sales copy and advertising, or at least it should. If you are a ski or ride instructor we provide it here: http://www.mysnowpro.com/signup/ If you are not, you can get a free blog to practice your craft at WordPress
Here are a few more reasons:
- It’s Free
- Generate Positive Content
- Build brand recognition and loyalty
- Build Credibility with customers
- Use for crisis managment
- Customer Service
- Provide timely and relevant content
- Easily target industry trends and search terms
When our company designs a corporate website strategy, there are a few musts and a blog is a must.
Who in the company should blog?
It doesn’t have to be the CEO or CMO, although it could be. It could even be shared between a few different people within the organization. Ideally the blogger should be familiar with different aspects of the organization, as well as having comfort navigating the internet and finding information.
They should also read blogs themselves and may have some basic knowledge of SEO and keywording. Here is a primer.
The blogger should NOT be micromanaged, yet operate within the policies established by the company. This said, the CMO or company owner should be able to read the blog and offer feedback.
Be a “true voice” and offer relevant information rather than simply a PR pumping machine. Link to other articles where appropriate.
Host the blog on your server. Don’t rely on blogger or another 3rd party hosting site! If your blog and all of your content disappears, then you have no recourse. And if this happens, your passion for blogging will diminish.
It is best to maintain an honest, and informative blog which is useful to the visitor and the industry while benefiting the company.
- Have guidelines for the blogger to follow. If something is potentially “edgy” or the timing is around earnings speak with the CMO or communications director for their input.
- Content is Relevant and interesting. Some companies, Industries or locations are interesting enough to write an article a day, although many do not. So, where can we find content? I follow a number of industry specific Facebook feeds, Google Reader, Google Insights or Trends. For the ski industry, Oct-December regularly sees major spikes in global search interest . This is the information people are looking to find, create it for them.
- Use images on your posts. Bring additional interest to the text.
- Keep up with local event calendars. For Breckenridge events, I follow GoBreck.com
- Use the holiday or start of a season as a catalyst to create content.
Advice here varies, once a day, once a week, twice a week. My recommendation – Make it regular! If you start off once a day, and then move to once a month your readers will wonder what has happened, and stop following. I would rather see a blog start off at once a week, and then build it’s frequency and quality rather than reduce frequency.
Don’t just use it as a marketing tool
Mention your company, but keep it brief unless it is about company specific news. Having company specials is fine as long as you keep them to once a week or so, as it offer an incentive to read the blog but won’t be overbearing.
Allow readers to comment and communicate with you. Many business owners shy away from Social Media as they are concerned with negative comments and having a “bad press” on their website. Here is a newsflash… People in the world are already saying these things, however now you are able to address these concerns promptly and the communication you offer will add credibility for your company.
Create links and Publicize
- Link to relevant posts and websites which are relevant to your posts.
- Host the blog on your server. Don’t rely on blogger or another 3rd party hosting site!
- Your blog link should appear on every page of your website if possible, have an RSS feed prominently located so that people can easily follow your writing.
Enjoy your writing. Blog what is relevant. Blog what you enjoy, and do so regularly.
As a professional ski
instructor and digital media proponent, Jonathan Lawson began posting
daily photos and a few words a day on his
www.MySnowPro.com/jonthanlawson blog (2006). Within a few weeks of
daily posts, he began picking up significant readership, he was
oblivious to Google Trends or Google Insights. Jonathan didn’t know how
to optimize his blog posts. However, through trial and error, and more
than 1000 individual posts and 100s of hours study he has become a
student of blogging best practices. In the past 4 years, he has
consulted with business regarding the structure, frequency, & blog
and social media integration with their current digital presence.