Business Blogging in 5 Easy Steps

July 5, 2009

Blogging for business isn’t that difficult if you get the right help and if your team is working towards the same business objective. When you decide to take the plunge, remember to devote time to planning before publishing anything that is accessible to the online public.

Unlike websites, blogs can be set up and maintained by one person. However, if we’re talking about investments, ROI and your brand, you cannot take any chances. It is critical that you lay out a strategy before doing anything.

Here are 5 important steps to help you get the ball rolling, without making detrimental mistakes.

1. Read up
Reading up doesn’t stop at How-to books and SEO manuals. Going through actual blogs will give you a better perspective of what you’re getting yourself into, and an overview of the work that a good blog requires.

Get a feel of both good and bad blogs. Read beyond the blogs in your category. Having a broader view can spark more creative integrations and ideas.

2. Get professional opinion
Although most blog platforms are simple enough to DIY, you have to remember that you’re blogging to make a profitable impact on your market. If you don’t have an SEO consultant yet, it’s time to get one. If you already have an existing website, you can get your SEO guy on-board for your blog.

It is interesting to note that there are a lot of professional bloggers out there that you can hire for consultancy.

3. Align your blog to your website’s existing SEO efforts
Alignment of all your marketing efforts—online or otherwise—is very important to preserve the value of your brand. Your blog is not an exception.

While blogs give you enough room for more unique and creative executions, you should still take the rest of your campaign into consideration. Make sure that the core message is the same despite varying delivery and executions.

4. Commission a pool of great writers
It is very important for your blog post to have just the right tone to successfully communicate with your market. The aim is for the readers to feel like you’re speaking directly to them.

One regular writer should be enough to begin. However, expanding into a pool of good writers is a great idea as varying ideas could make your blog more interesting. Make sure that your writers achieve the tone that is most effective for your readers.

Be strict with deadlines. When you promise scheduled updates, make sure that you deliver. It’s not good to repeatedly disappoint readers with delayed posts. Apologize if you can’t help a delay.

5. Track and measure
Almost all blogging platforms provide users with analytics. This requires your attention because it tells you how to make your blog successful. Each entry records people’s reactions—this is how you know what works and what doesn’t.

Be careful on how you interpret results. Don’t allow yourself to be dictated by random fluctuations. Maximize the services of your SEO consultant and hold periodic meetings dedicated to analytics.