As business blogging is not only a relatively new resource, but one that is extremely versatile, it’s understood that a lot of organisations don’t yet have a full understanding of what it can be used for, how it works and just what results they should expect.
We regularly talk about all aspects of business blogging and have created the following list of questions and answers of some of the most frequent that we get asked at The Blogshop.
Should you have any specific questions or would like to discuss any aspect of business blogging further, don’t hesitate to get in touch.
What exactly is blogging?
Around the turn of the last millennium, as the internet was growing, developing and expanding at an unprecedented rate, certain users wanted an area where they could essentially provide updates on various topics to their friends and family.
As a result of this, users began setting up weblogs (‘web logs’), updated them regularly and gave the link to anyone who they thought would be interested in reading what they had to write.
As with the internet itself, weblogs developed and evolved and by the time 1999 came, the ‘we’ prefix had been dropped from the weblog name and people had started to setup websites that they could update easily and effectively with personal information about their lives, known simply as blogs.
For many years, blogging was something that happened almost solely on a personal basis. With organisations having to take on board the internet development in general and all of the growing resources that they could utilise, blogging remained almost an exclusive personal resource for many years.
Once SEO – Search Engine Optimisation – was firmly established as a necessary requirement for all organizations and social media accounts were becoming the norm for many, some organisations started looking at how they could communicate with their past, present and potential customers in a way that was greater in terms of content length than most social networks, combined several SEO factors and impacted heavily on numerous different aspects of the businesses, but which was attractive to their target market – and the result was blogging.
How does business blogging differ from personal blogging?
The primary difference between business blogging and personal blogging is that the latter revolves almost always around a person’s own individual thoughts and beliefs, without considering how their posts will be ranked within the search engines, the promotion of any certain aspect or how it could benefit anything in particular.
While business blogging is similar in terms of communication with an audience and the less formal approach that is often taken when compared to other content types, the differences becomes apparent in almost every other respect.
Business blogging is substantially more structured than personal blogging; blog posts are created with both the end user and SEO in mind; business blogs can be integrated with numerous social networks in such a way that will see instant promotion and when a business blogging strategy is created and implemented effectively, it can have a positive impact on everything from product sales to brand awareness.
What’s the difference between a blog and a blog post?
Simply, a blog is the platform upon which blog posts are published, just as a newspaper is the platform upon which newspaper articles are published.
What is the main aim of business blogging?
Above all else, the main aim of business blogging is to communicate an organisation’s messaging with their key audience.
What are the secondary aims / by-products of business blogging?
Whilst the primary focus of any business blogging strategy is to communicate with your key audience, there are a number of secondary aims that can be focused upon, providing various by-products, including:
- Improved search engine positioning
- Increased website traffic
- Increased top of funnel leads through lead generation
- Increased product / service sales
- Increased brand awareness
Are there any set rules / time frames / schedules that need to be abided by?
Officially, there are no set rules, time frames or schedules that need to be abided by when implementing a business blogging strategy.
However, it is considered to be good practice if at least two blog posts are published each week, the days and times that the blog posts are published are kept the same and all comments or questions on or regarding the blog posts are responded to in some respect within a timely manner.
Can you track the metrics of each visitor to the blog?
Just like with a standard website, as long as the appropriate software is installed on the blog, full and in-depth metrics of each and every visitor can be tracked easily and effectively, data that can be utilised to further the development of the blog.
Once a blog post is published, what happens next?
Further to a blog post being written and published on a blog, time should be spent promoting the blog post through a range of different social media platforms. By doing this, you’ll increase the blog post’s popularity, the number of visitors it receives and therefore a quicker and more effective way of achieving your business blogging goals.