Before creating a blog it's essential to plan your approach
Running a blog can have several advantages for a business, mainly associated with maintaining awareness and visibility about what you do. A good blog soon gets picked up by a growing audience.
You can for example, use a blog to publish a steady stream of news about your business. By doing so you are demonstrating that your business is dynamic and forward looking rather than standing still.
Or, like Fen Digital’s blog, it may be a way to publish ideas and comment about issues relevant to your marketplace or your customers. The objective in our case is to raise awareness and trust in our expertise by acting as a voice of authority on topical issues.
From the point of view of Google optimisation, blogging has long been known to have positive benefits because you are providing a regular flow of refreshed content and also a way to build up incoming links.
All very positive so far. So what’s the downside?
Well, like any information published on the web, a blog is only a good idea if the content is worthwhile. Sounds an obvious point but there are lots of companies out there scrambling to launch a blog thinking it will do wonders for their Google ranking without fully thinking through:
- who the blog is aimed at
- how the target audience will benefit from visiting the blog
- whether your business has sufficient resource and commitment to generate a regular flow of quality posts
There are plenty of abandoned blogs out there which illustrate this point. The blog owner simply ran out of things to say or the enthusiasm to keep posting.
So, my recommendation is to think carefully before setting up a blog to ensure it has the quality to succeed. Get advice and ideas on what unique perspective or entertaining anecdotes you could generate. With a clear vision for your blog and the commitment to make it succeed, it could be just what you need to kick start your publicity campaign.
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