When we talk about blogging, it’s interesting to think of its humble beginnings: once a web-log for the internet savvy, now a blogger is widely accepted as part of today’s professional marketing landscape.
Blogging has caught on for a reason. We at Chorus have seen that it’s a great way to get a dialogue going but aside from that here is a pretty straight forward guide for those thinking of dipping their toe.
Blog or Website?
When there are a million other things going on with your business, it can be easy for blogging to fall by the wayside. Yet whenever there is a chance to catch up, just remember two articles under your blog link both dated February 2013 is ultimately unimpressive to the customer.
A well-run blog is about staying in-touch, both with the industry and with your readers. It’s one of the primary ways to build a relationship with your target audience. Regular, quality posts show you are someone dependable and reliable so don’t let your WordPress gather dust!
Remember our favourite food blogs keep us clicking back because we know there will be something new and tasty to come back to, and those who want to stay in up-to-date with your niche will feel much the same.
So why are there two million new blog posts every day?
It’s one of the best ways to get started with Search Engine Optimisation – if you haven’t already, then have a browse of Google’s Digital Garage. It has a great overview for how to gear your blog to make use of Google’s keyword algorithms, so while perhaps a little biased, is a good place to start.
It keeps us acquainted with our audience. Not only is it a great place to get feedback – via social media and comments – but it will be one of the first places potential customers will check for the latest business updates and the answers they can’t find elsewhere on the website. Woe betide those who let it slip.
It can become a source of income in its own right. After all there are plenty of examples of those in the fashion field who started a side blog, only to find themselves making a pretty penny in advertising and endorsements. Though even if you aren’t in one of the more obvious occupations for this, even using a blog to prove professional expertise can lead to collaborations and unexpected but welcome developments.
That’s not to say it’s always a priority.
Blogging can be a time-consuming waste of resources. Without fully researching the subject and key words, it can be an expensive way to undermine your own expertise. However, this definitely should not be a cause for concern: create a plan, do some basic research and if in doubt write about what you know.
Blogging should also not be a priority above more immediate marketing channels, and even then, seen as a final polish for your website rather than the main content (unless your business literally is a blog).
Once you’ve decided an angle, make your plan and get started. A schedule for once a week, or even once a month, is better than promising every day and then ending up having to apologise for a three-month gap if life gets in the way.
Take advantage of sites such as WordPress and Blogger: the tools are all out there. The writing can be straightforward as well, either use it as an excuse to research a topic you’ve been meaning to or give an update on your latest product – there’s no one right way.
And from a Chorus Comms perspective, the personal can achieve far more than the dry when it comes to topics. One of our best-loved pieces so far was on the subject of a debilitating bug-bite and why we should be thankful for the everyday. Writing pieces like this can serve as a reminder for ourselves as much as our audience on what our goals should be.
Still not sure on the specifics? Call us for a chat and you’ll be narrating your life à la Carrie Bradshaw (with a touch more professionalism) in no time.