11 Blogging Essentials For Your Business

Katherine Felton
Katherine Felton Social Media Co-ordinator, Knight Bishop & Queen Inbound Marketing Agency

Posted on November 25th 2011

Online presence is an integral part of business these days. Whether you are a B2B or a B2C, a large portion of your lead generation is going to come from online searches. 

These days when customers are seeking a product or service, the first search is probably going to happen online. A simple Google search will rank results according to a site's locality, web traffic and SEO. The more valuable and content-rich a site is, the better. 

When you are thinking about these searches from the perspective of a customer or client viewing your product or service for the first time, it will give you ideas about how to market yourself. Your website is essentially your online storefront, but with the capacity to display the depth of your business mission through all manners of engaging content. People will always be drawn first to the more dynamic headlines and appealing visuals. However, professionalism and quality of content is as important online as in face-to-face. A quality online experience equates to a quality product/service. Your website is all-in-one package for inbound marketing that gives an impression to the online community. Once you garner attention from people, you can find ways engage them.

One of the most effective and fluid sources for engaging people online is by hosting and maintaining a blog platform through your website. This is an excellent way of displaying the interests and concerns of your business. The benefits of giving insight into your company's personality through regular article postings are exponential. Once you start reaching out to people, you will find people responsive and start to feel a connection to your business. This two-way connection can be invaluable to your success!  

This is because people enjoy learning about the product or service they are seeking; where it came from, how it works, what brands they should trust and how to make informed decisions. If you are honest and candid online and offer full disclosure to your audience about your journey as a company, you will establish yourself as a trusted voice.

This is why blogging is a good habit to get into.

After you connect a blog platform to your website, you will be ready to start communicating. Brainstorm some topics and ideas and set aside some time to post regular, interesting content and you will be well on your way. Soon you may discover the rewarding experience of getting exposure by generating your own publicity.

Listed below are some essential points to consider when deciding to launch a blog for your company website:

  • Write Well---Include compelling opening paragraphs and descriptions. Take care with spelling, paragraph breaks, fonts, and target your audience with your tone. Select unique subject matter or try a unique approach to an old subject.
  • Utilize On-Site SEO—Use titles and keywords to syndicate headlines. Those Google thread seekers will find you if you post often.
  • Use Tags to Organize Posts—This allows you to group together related posts for related searches.
  • Customize Your User Experience—Things to consider would be: colour scheme, and way-finding. If in doubt, hire a designer.
  • Offer Feed Subscriptions—You can do this using RSS feeds, subscription buttons, and e-mail newsletters every time you post.
  • Manage Your Comments for Spam—Likewise provide feedback to commentators and keep your response time short.
  • Include Good Links—Anchor them with compelling titles. Try to stay away from ‘click here.’
  • Encourage Sharing with a Share Bar—This allows people to Tweet and share your post on Facebook, Google+, Stumble-Upon or Foursquare.
  • Market Your Blog Online—Post links in related Forums on other sites or use a blog post syndicator to boost your readership.
  • Add Widgets to Your Blog—These are feeds to other platforms, like twitter or Google+. Linking to other social media is always good to keep people engaged.
  • You Don’t Have to Call it a “Blog”—For a business blog, you can title it anything you wish; journal, daily-log, newsroom, pressroom, buzz, information center...but the traditional “blog” is timeless.
Katherine Felton

Katherine Felton

Social Media Co-ordinator, Knight Bishop & Queen Inbound Marketing Agency

Designer, Writer, Social Media. Studied Architectural Design in Toronto. Enjoying post-grad life, exploring Social Media, Web + Graphic Design and Marketing for Business + Mobile Development. Interested in Web 2.0 platforms, user-interface design and creative technology projects.
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Posted on November 25th 2011 at 3:20PM

Excellent aticle, thank you. I have a link on my home page to my blog on blogspot.com instead of having my blog on my home page. Will that be good enough for Google to recognize I have a blog?

Thank you in advance. http://www.ronaldteejohnson.com 

Katherine Felton
Posted on November 26th 2011 at 1:48PM

Ron, I like your site! Definitely a solid beginning to publishing content online.

As it stands right now, the link to your blog will come up more often in Google SE results than your website. If you are making regular posts, it will be more beneficial to find a way to host your blog on your website in order to drive more traffic there. Alternatively, you could link your website from your blog to redirect traffic from your blog to your website.

However, it might be best to find a way to host both from the same domain.

If you are looking for a good solution to building a website with a blog, Wordpress is a good hosting platform for simple programming and blog hosting all in one. Very easy to learn! I would highly recommend re-building your site through Wordpress while it is still new, then transferring your content over.

Here is a few links:

Wordpress Home http://wordpress.org/

A very simple step-by-step beginners Guide http://www.1stwebdesigner.com/wordpress/wordpress-step-by-step-beginners-guide/

SEO Alien
Posted on November 26th 2011 at 6:31PM

Katherine, great article! It is my belief that in the very near future, (if not already) keyword and key phrases placed in content, while important, will no longer be the gold standard in optimizing content, it will have more to do with your Social Media Influence.  Who is sharing, retweeting, liking, your content.

So, for people just starting in Social Media, having 100,000 followers doesnt mean much if these people are not engaged in what you are sharing.

On your point above, "Market Your Blog Online", it is wise to post on "influentional blogs" and retweet "influental people. In the long and short, it will help your information become more "viral" in the Social Media world.

There are more and more tools available to research peoples Social Media Influence (Social Score), so find people in your niche with a high influence and start sharing!

i.e. I liked your post so much we shared it on our FB Page :) http://www.facebook.com/seoalien

Thanks for allowing me to share and keep sharing your great tips!