Blogging 101

Blog Your Way to Business Success  

Q: I keep hearing about “blogging” but I just don't get it.  What is it? How can it help my business?

A. Imagine the ability to tell the world about your business, at no out-of-pocket expense, using unlimited space.  You would be able to showcase products, capabilities, thoughts and ideas, frustrations, or any information you'd like to share, and the entire world would have access to that information.

Welcome to the world of online blogging!

The term “blog” is simply a shortened version of “Web Log” which was the original title for online journals, mostly personal in nature, that were kept by those who wanted to share their thoughts with their friends.  Today, bloggers run the gamut from desperate housewives to corporate CEOs, and everyone in between. 

What's the Difference Between a Web site and a Blog?

Typically, your Web site is the formal online presentation of your company's products and services, developed in such a way as to promote your business, on your target audience's terms.  In contrast, a blog is a much less formal, less structured, stream of thoughts and ideas provided by you, the person who is invested in your business, personally and financially.  It's less about snappy, effective marketing, and more about your passion for your work. 

While most Web sites are registered and hosted by services you pay for, most blogs are hosted by other companies and most are free.  Web sites require some technical knowledge to produce and move online.  Blogs require no technical knowledge to put them out in public.

How Do You Set Up a Blog?

While it's possible to set up a blog on your own Web site, there are some search engine advantages to setting one up at another host.  Since the space is usually free, then I suggest you choose any of the services that also feed search engines.  Here are some blog sites from which to choose:

Google:  www.blogger.com

MSN :  www.msnspaces.com

Yahoo:  360.yahoo.com

www.myblogsite.com

www.livejournal.com

What Information Should You Share?

It's really up to you!  But here are some guidelines.

If your goal is to boost business, then include a mix of business promotion and all those “between the lines” thoughts and ideas you think your customers would be curious about.  This is your great opportunity to be creative.  How refreshing!

You can separate what your Web site offers from your blog by including more atypical information. Why not mention your competition?  Watch what you say, of course, but you could draw informal comparisons, or even pat them on the back.  Describe a challenge and how you've met it.  Mention interesting people you have met who have helped you.  Discuss how the oil shortage has had an impact.  Color outside the lines a little!

Sign up to receive Daly Communications Web Marketing Tips

Return to Web Marketing Tips