In the process of publishing many of our own blogs and consulting with a number of clients for business blogging services, we’ve found that it helps, at the outset, for a business to get clear on what it is they’re trying to achieve with a blog.
We’ve found that there are essentially three types of goals that businesses can achieve with a blog.
1. Boosting Visibility and Traffic
2. Creating Thought-Leadership, Authority and Branding
3. Generating Leads and Sales
While the results of the first two goals are hard to measure in terms of numbers, the third is easier to quantify. A business blog can, in effect, meet all three of these goals, but it helps immensely if the content you create is targeted to achieving the exact goal you desire.
Here’s how we advise our clients to go about creating content that fulfils these goals.
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From a business perspective, blogs are as important as any written communication in relation to a business’s reputation.
To put it another way, if you don’t pay attention to the quality of your business writing, a poorly written blog can put the company in a bad light.
Here are some tips that will help you write better blog content so you can boost your credibility and reputation.
To make a post as meaningful as possible, it is crucial to decide the topic of the post beforehand, and not stray off topic. This actually should go without saying, but I’ve seen many posts that ramble on and do not get to the point in a reasonable amount of words.
If a post is allowed to become lengthy and too wordy,
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Blogs are about communicating - connecting with your audience. In part 1 of this article series on marketing with blogs, I discussed the reasons why blogs are excellent tools for marketing. In this article, I outline some tips on using your blog as a good vehicle for your marketing communications.