Blogging

“Content” has become a buzzword for the information shared on websites – and includes much more than written words. Content encompasses text, photos, videos, and more. One content area that’s rapidly becoming a powerful way for businesses to reach audiences is a business blog. This enables companies to reach potential customers in a way that’s less formal than traditional website content but more formal than social media. It’s about providing useful information or opinions on a consistent basis, putting a face to it (could be the company’s owner, a technical expert, or other passionate employee) so readers will become loyal visitors.

Harris Web Works can help you launch and maintain a successful blog to help spread word of your business online. This involves the technical aspects of setting up the blog, creating and maintaining an editorial calendar based on topics that will attract and impress your customers, and ghost-writing posts in your voice.

The key will be to show readers, no matter what the industry, that you have something valuable and unique to offer, which quite often leads to highly-coveted word-of-mouth or online sharing mentions. It’s a considerable investment, but the “Content is King” cliché is true. And a strong blog is the strongest castle in the kingdom. Make sure it’s yours and not your competitor’s.

Should My Business Blog?

When blogging for your business, this simple strategy works best: provide good, business-related content that will attract your target customers, on a regular basis. When conceptualizing the blog, choose topics associated with your business, preferably that you and/or the author(s) are passionate about. This gives the authors of your blog posts plenty to write about. Don’t be afraid to explore different topics in your posts, as long as they relate to your main theme. As you develop your blog’s voice, readers will become familiar with what it has to offer.

The type of content and frequency may vary by business, but here are some general questions and guidelines for anyone considering launching a business blog:

Own Your Blog

A major part of blogging is giving it a firm identity connected to your business, which helps make it a voice of authority in your field. Blogs should have their own domain name or be part of your company’s website, and not exist on a separate social site such as Tumblr (ex:yourname.tumblr.com). This makes it more professional-looking and helps boost your search engine rankings. Another way to make your blog posts stand out is to use Google Authorship, which makes a small image of yourself appear next to your posts in search results (example below).

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Blog Wellness Tip: Keep content visible after it’s published. Create archives so all past posts are within reach for users, with publishing dates included. This will contribute towards your search engine rankings and online legitimacy.

Connecting with Your Audience

Blogging gives businesses a great way to talk with new and existing customers. Blogs may or may not include the ability for people to comment – it depends on the business, the nature of the content, and whether someone can monitor and respond in a timely manner. The tools are easy enough to use that authors can post then respond to questions and comments in real-time. A comment section must be moderated or not included at all.