As blogs emerged, websites were said to be on their way to the gallows, and as social media emerged, the blog was thought to be next in line. Jason Calacanis, who made millions from his Weblogs network, retired his own blog last July. In his final post, he wrote his epitaph to the medium: "Blogging is too big, too impersonal, and lacks the intimacy that drew me to it."
Don’t listen to him. There’s tremendous value in adding a corporate blog to your website. It’s still the easiest place to demonstrate expertise, and may be the best way to get found in relevant search results.
Whatever you want it to be. In literal terms, it’s a place to publish your content – photographs, commentary, news, etc. – for the world to consume. Your most recent post is always at the top, with the older posts running down the page.
Write about what you do. Every word you write boosts your rankings in relevant search results. Your blog is value for your customers; it makes them better informed, and you more memorable. If you’re a dentist, blog about taking care of your teeth. If you’re in web design… you get the picture.
The best editorial writer in the organization should write the blog. All styles are good – except the boring. If no one on your team is willing, try a search for a freelancer on Craigslist or Twitter. As long as the writer stays on topic, and a manager approves the message before it’s published, you’re all good.
Your web address “backslash” blog (e.g., pacwebco.com/blog) is a great place for it. Be sure to include a link to the blog on your main navigation menu. I also recommend feeding the most recent posts to your home page. It sounds complicated but it isn’t difficult to setup.
We run our blog on Wordpress, which is just one of the several free and simple blogging platforms (Blogger and Tumblr are a couple of others). They are easy to learn, even for the uninitiated. If you’re a rookie, just Google “learning to blog”; there are how-to lessons everywhere.
Steadyhand, a Vancouver mutual fund company. They're publishing timely and honest posts about the markets and their funds. You don’t have to be a client to benefit from the content, and people are talking about them.
Seth Godin, my favorite marketing blogger. He's smart, clear, concise, and enlightening. Have a look at what's he's written on the topic of blogging, and then put the wisdom to use on yours.
