Most of us remember the early days of blogging. For a few years, it seemed like we could post our every waking thought and someone, somewhere would be interested. As social media provided an outlet for individuals to overshare, blogging seemed to migrate to the business world, where companies and marketers provided content that would regularly lure visitors to their websites.
As professionals struggle to balance marketing duties with website and social media updates during their online reputation management duties, a blog that regularly garners only a few comments could begin to seem a waste of valuable time. However, blog posts show up alongside articles from major news organizations in search results, making it hard to deny the potential reach of a well-timed blog post.
For online reputation management, a blog provides a great opportunity to optimize content for search engine prominence. While well-written, insightful content is important, having the right keywords can push content to the top, getting more views and building your brand.
If your blog is regularly updated, you are able to take full advantage of search engine algorithms. Fresh content shoots to the top of rankings and gets more clicks from consumers who pay attention to dates in search engine rankings.
A blog provides online real estate, allowing you to regularly post the latest news about your company, tips relevant to your products or services, or your thoughts on the latest current events. By having your own space on the web, you’ll ensure you stay in control of your online reputation.
Your blog can also be used as a central point for all of your other online activities. Blog visitors can follow links to your Facebook, Twitter, LinkedIn and other social networking accounts. Blogs can also house links to any special events or new products you want to promote.
Before launching a blog, make sure you have a plan in place to update it regularly. A stagnant blog simply makes your website look like a ghost town. Set up a content calendar that keeps you on a regular posting schedule. If you can only jot down a couple of quick paragraphs each week, go ahead and post as long as your posting quality content.
For online reputation management purposes, a blog is a great way to create a space online that you can update at will. Instead of posting blatant marketing messages, put yourself in your customers’ shoes and provide content that can help them. Over time, they’ll come to realize your blog is a great place to visit for updated, relevant information and, chances are, they’ll share it on their own sites to bring in even more visitors.