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September 15, 2011

Cindy Penchina, President
This is a question that many of our clients ask. There are several factors to consider when making the decision as to whether to introduce a blog to your online marketing mix. Understanding the value of having a blog is the first step towards making your decision.

WHAT GOOD IS A BLOG?

Aside from giving you a voice online, blogs can help your business in the following ways:

    • Search Engine Marketing - infusing strategic keywords in your blogs, will help your blog entries get indexed by the search engines for keywords that are important to you. Search engines also like to see new content. Publishing a blog allows you to keep your web site content fresh.

    • Social Network Marketing - including simple ways for your readers to share your content with their friends and colleagues will expand your online network. Linking your blog content to your other social media sites, like Facebook, Twitter and LinkedIn, will keep these sites updated with content and reach an even wider audience.

    • Promote a relationship with your audience - your blog allows your readers to develop a relationship with your company. Potential clients can begin to get to know you and develop a sense of trust.


TIME
One common concern  is that there just isn't enough time in the day to manage all of the demands of a business and still have time to write content for a blog. The time needed to write content and publish regularly can seem daunting. If you decide that a blog will be an important marketing activity for your business, then planning for content creation is  critical.

Taking advantage of the services of a good copywriter can be a huge help. While you'll want to outline blog content, using a copywriter can keep you publishing frequently. Budget for the amount of time you're able to pay a copywriter. The money you spend should come from your overall marketing budget.

Write several blogs at once and schedule them to be published at regular intervals. If you plan to publish once a week,  it's easier to set aside a block of time for this activity once a month, than to try to schedule shorter periods of time each week and still publish on a schedule.

WHAT TO WRITE ABOUT
The topics you choose to write about will depend on who you're planning to talk to. If you are talking to your customers, then offering information and advice that relate to your services is a way to keep your audience coming back for more. If you are writing to your colleagues in your field, sharing experiences and industry news and trends might be of interest. Either way, using your blog to position yourself as an expert in your field brings you and your business credibility.

Stay tuned....future posts will address the subjects of:

    • Wordpress as a blogging platform

    • Strategies for keeping a steady stream of interesting content

    • Elements of a good blog