A Strategic Approach to Blogging (Part 2 of 3)

Last week, in part 1 of this blog series, we talked about how blogging is a different kind of business communication. Understanding how a blog can be used to create and foster customer loyalty is important, and so too are the search engine optimization benefits it can bring.

There are several good reasons to incorporate a blog into your company's website, but it's not just all about intangible marketing. Having a blog makes sense for many companies and not-for-profits, for a variety of reasons:

• Blogging is affordable. After the initial (and small) cost of setting up a blog on your site, there are typically no maintenance or software costs attached to blogs; only the cost of time to write them.
• You're already a subject matter expert. As long as you know your audience, and stick to writing about your area of expertise, your material will always be accurate and useful.
• You can do it in-house. Though for some companies hiring a freelance writer for a few hours a month also makes sense, most businesseses and not-for-profits already have the necessary talent on staff. Providing that you have the talent and time to spare, all of your blogging can be executed in house.
• Search engines like blogs. As an added bonus, a well-written blog will inherently add to the keyword-rich content of your site. This, combined with the fact that search engines see a blog as an indication of a site's relevance/timeliness, adds special appeal to your online presence.

If you're considering the benefits of adding a blog to your site, or you already have one, but could use some help creating a manageable strategy for it, let us know today. August Ash can both install a new blog for you, and sit down with your team to create a simple marketing plan for using it.