Whether or not your organization currently has a blog in place, your first job is to determine if you need one. Not every business will benefit from a blog because not every business has something they want to tell people three times a week…or even twice a month. If yours is that business, acknowledge it and move on to a form of marketing that better serves your site.

As you seek to discover whether or not your organization can use a blog to help achieve its goals, you may find yourself coming to a determination of the blog’s purpose. It’s difficult to say what will matter most in the success of your blog, but without a clear, maintainable purpose, your blog will almost certainly not achieve greatness.

Regardless of how simple or silly some of the most popular blogs in the world seem to be, you can be sure that there is a clear purpose behind each one.

Following the implementation of a purpose, your next task will be to make sure you have the resources for it. Namely, determine who will own this responsibility. Will that person have the time to really concentrate on your blog a few times a week? Does that person know your business thoroughly? Do you trust this person to represent your company to the world?

Once you have a purpose and a writer in place, it’s time to strategize.

Entering into a blogging endeavor without a well-defined strategy is easy at first and often embarrassing later on. In fact, lack of strategy (and/or lack of purpose) is why many blogs begin with a lot of excitement and big ideas, but fade away less than a year later when the novelty has worn off. Indeed, blogging does take work, but a good strategy will help your blog hit the mountain tops, as well as charge through the valleys when new material is scant.

Whether you’re in the early stages of considering a new blog, or your existing blog is due for some revitalization, the Minneapolis search engine optimization team at August Ash can help. Contact us today for a free consultation.

This entry was posted on Tuesday, September 8th, 2009 at 3:50 pm and is filed under Blog Strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.