Marketing Benefits of Blogging
It seems only appropriate to kick things off, by speaking to the marketing benefits of blogging. Corporate blogs have become prevalent in recent years, and they offer some specific advantages.
1. Visibility. Blogging allows the author and the site to reach a new channel of search devices - both engine and user-driven. Blogs are a responsibility however - to get the best results, bloggers must be prolific, and offer valuable information. Bloggers who put in the effort to regularly create useful, original content, will be rewarded with visitor loyalty and recommendations. It's viral marketing at its most simple - the essence of professional social networking.
2. Credibility By offering up your professional opinion and expertise, you are creating a new channel to establish your credibility. In fact, it's I'm attempting that right now with this blog post. As you accumulate quality posts, you have a body of content to point to that will help establish your credibility. Obviously, visibility is no good, if the perception of what's seen isn't top-notch.
3. Flexibility. On a static web site, there's a limitation with what you can discuss. You are tasked with communicating a crisp, concise message - so brevity is king. The blog offers you a limitless range of topics to discuss. Additionally, the expectation for blogs is that a more casual tone will be used. This frees up the blogger to loosen his collar and speak freely. There's value in being able to depart from the confines of formal marketing jargon. You'll also find that visitors find this "live content" more engaging that pre-scripted soundbites.
4. Interactivity. A static web site is largely a bubble. Even with contact forms solicting feedback, most visitors are hesitant to submit feedback (I don't want to wind up on DGT's %&*#ing email list!). Blogs provide a layer of anonymity, allowing comments and feedback to flow freely in a dialog. Hearing from customers and prospects can give you a fresh perspective, and allow for specific questions to be answered. Often the good-will of an answered question or solved problem will translate in follow-up business. Commenting on posts provides visitors to "kick the tires" by testing and questioning your opinions. You don't always have to be the answer-man (or woman). A blog offers you a platform to submit a question to your regular audience, drawing on their expertise. In a sense, a blog can become your own personal focus group. Finally, knowing that you are getting feedback is a good way to measure that your blog is compelling to an audience.
1. Visibility. Blogging allows the author and the site to reach a new channel of search devices - both engine and user-driven. Blogs are a responsibility however - to get the best results, bloggers must be prolific, and offer valuable information. Bloggers who put in the effort to regularly create useful, original content, will be rewarded with visitor loyalty and recommendations. It's viral marketing at its most simple - the essence of professional social networking.
2. Credibility By offering up your professional opinion and expertise, you are creating a new channel to establish your credibility. In fact, it's I'm attempting that right now with this blog post. As you accumulate quality posts, you have a body of content to point to that will help establish your credibility. Obviously, visibility is no good, if the perception of what's seen isn't top-notch.
3. Flexibility. On a static web site, there's a limitation with what you can discuss. You are tasked with communicating a crisp, concise message - so brevity is king. The blog offers you a limitless range of topics to discuss. Additionally, the expectation for blogs is that a more casual tone will be used. This frees up the blogger to loosen his collar and speak freely. There's value in being able to depart from the confines of formal marketing jargon. You'll also find that visitors find this "live content" more engaging that pre-scripted soundbites.
4. Interactivity. A static web site is largely a bubble. Even with contact forms solicting feedback, most visitors are hesitant to submit feedback (I don't want to wind up on DGT's %&*#ing email list!). Blogs provide a layer of anonymity, allowing comments and feedback to flow freely in a dialog. Hearing from customers and prospects can give you a fresh perspective, and allow for specific questions to be answered. Often the good-will of an answered question or solved problem will translate in follow-up business. Commenting on posts provides visitors to "kick the tires" by testing and questioning your opinions. You don't always have to be the answer-man (or woman). A blog offers you a platform to submit a question to your regular audience, drawing on their expertise. In a sense, a blog can become your own personal focus group. Finally, knowing that you are getting feedback is a good way to measure that your blog is compelling to an audience.
posted by Brant at
11:22 AM
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