Author : Robin Bowman, Senior Business
Editor
It seems that everyone has a blog these days. They're easy
to set up, simple to update and they give anyone who wants one a
voice in the online world.
Naturally, the huge expansion of the blogosphere has also
created almost as many 'How To' articles. So it's worth
trying to filter all this advice and instruction and focus on
what's really key.
If you're running a business and you have a website (and what
business doesn't these days!) then you almost certainly should add
a blog to that website. 
Let's look at the simple reasons why this is and then follow up
with some guidance on how to write and maintain a blog. Not the
technical aspects, but the content, because the old adage remains
as true as ever: Content is King.
Too many businesses simply leap in with the idea that a blog is
a necessary part of their marketing effort - along with social
media - without really stopping to consider why and what the blog's
real role is.
Even more common is a big misunderstanding of how editorial
content needs to be put together.
A blog is an extension of your website that allows you to easily
update content (words, audio, video and images) on a regular basis.
Why then are they so important to a business?
Two fundamental reasons:
- A blog opens a conversation with consumers - it shows you're
dynamic, engaging with your customers and involved with your
specialist market. Plus, given that blogs always invite
comment, they give your consumers a voice.
- A blog makes you 'findable'. Search engines love updated
and credible content.
Reason one seems straightforward enough. And yet this is where a
lot of bloggers go wrong.
Even if consumers don't actively engage in your offerings -
leave comments and so on - the point is that they can do. And
a business needs to invite this actively; in fact, more than this,
it needs to embrace criticism.
Why? - Because the web means that criticism will always find its
voice. The days of trying to manage the kind of discussions
taking place about your product or services are long gone.
What counts is how you respond.
Comment is freely available and, crucially, the online community
will seek it out when they're making decisions about spending their
money. You can't control this, so get involved with
it.
The golden rule here is: be credible. If your blog does
attract criticism, engage with it constructively. This will earn
far more respect than any amount of streamlined PR. It can't
be stressed enough: this really is the golden rule.
Reason two - content does indeed help your site up the search
rankings. But beware - search engine algorithms are becoming ever
more sophisticated and simply 'stuffing' - over-using key search
terms and using them unintelligently - will no longer fool the
likes of Google into hoisting your content high up the search
rankings.
State-of-the-art search engines are essentially able to
assess the quality, credibility and real relevance of your
content.
Bear in mind, too, that there is no better algorithm than the
human visitor. Even if your content drives traffic, it won't
do much good if it doesn't engage when the traffic arrives. Traffic
equates to real people. Keep this in mind.
Golden rule number two - make sure the content in your blog is
genuine and really addresses the subject it's written about. Never,
ever be tempted to write advertorials or make it obvious you're
just blowing your own trumpet.
Offer advice, tips or engaging comment. Be sure, in other
words, that you have something to say and you know how you're going
to say it.
As for the style of your blog, well, the world is your oyster.
The crucial thing is to make sure your style addresses your
consumer base.
Use familiar language, yes, but don't self-consciously dumb
down. Avoid jargon, especially jargon that leaves any doubt about
what you mean. Be friendly and approachable, but also
authoritative - just as you need to know what you're taking about,
you also need to sound like you know what you're talking
about.
Make sure you have a consistent style because this will become
your brand.
Maintain standards -if what you write is badly constructed,
obscure, full of grammatical howlers and spelling mistakes then it
will say far more about your business and the service or product it
offers than the message you hope to get across in what you
write.
Each business may well create different kinds of blog content,
but the essential path to successful business blogging remains the
same: generate engaging content, continually update it and aim it
at your customers.
Here are four stages of a plan any business starting down the
blogging path should adopt.
- Be sure you know why you are blogging - this will keep your
content focused and relevant. Remember, you're trying to
engage the customer with credible content, managing and reacting to
customer feedback and, ultimately, driving conversion rates up. The
point of what you're doing is to get visitors to your site to
contact you, then, hopefully, to buy - so, invite them to get in
touch and make it easy for them.
- Analyse the benefits of your content. You may need to be
patient because content-driven conversion can take time. But
if the site traffic isn't increasing, if the conversion rate isn't
creeping up, then you're doing something wrong. Brainstorm what
this might be. Look at your blog from your customer's point of view
- are you useful, relevant, entertaining, engaging?
- Get your team/employees involved as widely as possible in
content. Get customers involved. Promote your blog - but
always maintain a singular voice, style and standard. This will
mark you out from the crowd.
- Finally, keep experimenting until you find what works best.
Even if you're succeeding in pulling in more visitors and you're
conversion rate is up, ask how you can do even better. Don't be
complacent and keep that blog fresh and constantly updated.
Robin has been a journalist for more than 20 years,
during which time he has held several senior media management
positions in both Fleet Street and Hong Kong. Robin recently
returned to the UK after being based in Italy for six years. He has
a passion for business innovation.
The content of this article reflects the views of
the author and may not necessarily reflect the views of Premierline
Direct.
