Business Blogging - A Crash Course for Busy ExecutivesLearn about the many benefits of business blogging. Brandon Cornett
November 07, 2006
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If you're a business owner or corporate executive, but you don't yet
publish a blog, I know what you're thinking: "What's the big deal about
blogs, already? Aren't they just online diaries?"
Well, yes and no. Let me explain.
What is a Blog?
"Blog"
is an abbreviated version of "weblog," which is a term used to describe
frequently updated websites that maintain an ongoing chronicle of
information. Blogs are published using third-party content management
systems, which makes them simple to manage – even for beginners.
The Evolution of Blogs
In
the "early" days of blogging, most blogs were personal in nature. Blog
authors posted their daily thoughts, rants and musings for friends and
family to read. While the diary-style blog is still common today, a
variety of other blog types have evolved as well. Today, blogs run the
gamut from personal, educational, political, promotional, etc.
The Business Blog
As
is usually the case with Internet technology, it didn't take long for
companies to see the potential benefits of blogging. Early adopters of
the business blog had the corporate courage to share internal
happenings with their customer base. Many people found this newfound
openness refreshing, and word spread about the effectiveness of
business blogs.
Over the last couple of years, tens of thousands
of companies have launched business blogs. Some of these blogs have
become successful by offering engaging commentary, news and helpful
information from company leaders to customers. But just as many
business blogs have failed as a result of their owners misunderstanding
the medium.
Why Should I Blog?
Business blogs are
becoming popular for a number of reasons. Because of their
user-friendly interface, people update their blogs more frequently than
they might update their regular websites. Some of the most popular
blogs get updated once or twice a day. In addition to adding freshness
and usefulness to a website, this also improves search engine
visibility.
Blogs also add a social, interactive element to your
website, because you can turn on a feature that allows moderated
comments from readers and customers. When such interaction grows over
time, it can have far-reaching effects.
What Should I Blog About
Some
of the most popular business blogs are published by "thought leaders"
in their respective industries. The authors of these blogs have had the
courage to come out from behind their anonymous corporate websites to
share their true thoughts and feelings about their products, their
companies and their industries. These authors also know that the blog
is not the place for brochure copy or other promotional content.
To
get an idea of how you might create a business blog, look to some that
are already popular and successful. Here are some to get you started:
- Seth Godin's marketing blog: www.sethgodin.typepad.com.
- John Jantsch's small business blog: www.ducttapemarketing.com/weblog.php
- Matt Cutts' Google blog: www.mattcutts.com/blog/
- Bob Parson's CEO blog: www.bobparsons.com/
The Many Personalities of a Business Blog
One
thing you'll notice about each of these blogs, is that they have their
own style and persona. That's because the authors have their own styles
and personas, and the best business blogs truly represent their
authors' personalities.
Summary of Blogging Benefits
A
business blog can help keep your website fresh and improve your search
engine rankings. Some business blogs take on a life of their own,
attracting more attention than the company ever dreamed of attracting.
Business blogs also broaden your communication with customers by
encouraging dialogue.
Perhaps the best benefit of all is that
blogs are flexible enough to support any business goal, so you can
determine exactly how your blog will operate and how it will support
your communication goals.
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