The StyleSheet - For businesses that use the internet

Blogging for Business

Posted October 1, 2006 By Jonathan Horak |

A blog, short for weblog, is a collection of entries on a website. In general, blogs provide commentary on a particular topic or genre. (Think of blogs as the Opinion section of The New York Times. Okay, maybe not the Times, but you get the idea.) Blogging, which has existed in some form or another since the early 1990s, exploded in popularity in the early 2000s with the creation of online services such as Blogger, and through the development of blogging software such as Movable Type and WordPress. Feel free to blame any of these entities for the countless number of posts from cat owners about their furry companions.

“…companies — both big and small — are also utilizing the technology to directly connect to their audiences and potential clients”

While the majority of blogs are personal endeavors, companies — both big and small — are also utilizing the technology to directly connect to their audiences and potential clients. But what can businesses gain from creating blogs?

• Feedback. You’re probably interested in what your customers think of your business, right? If you write about your company’s offerings and provide a response mechanism — such as allowing comments on blog postings — you stand to receive feedback from your target audience. These connections are valuable and will give you an advantage over websites that don’t interact directly with visitors.
• Return visitors and improved search rankings. Fresh content, in the form of frequent blog posts, can keep your audience coming back to your site. These return visits provide an excellent opportunity to keep your customers informed about recent developments at your business. Additionally, search engines often reward original material and frequently updated websites with higher rankings.
• Internal review. Building a blog on your website will help you think about your business from new perspectives. An example of a new viewpoint that will offer plenty of benefit is viewing your company from the standpoint of your clients. They can also keep everyone in your company involved and educated about the direction in which your business is going.
• Platform to show strengths. Blogs provide a platform for your company to show its strengths. Explain how your products and services are unique and find yourself breaking from the rest of the pack (i.e. your competitors).
• Personal touch. In setting up a business blog, you can configure it such that the names of your bloggers show alongside their postings. This personal nametag, of sorts, makes your company more approachable to visitors. Think of it this way: would you rather buy merchandise from a mom and pop store with familiar owners, or from a faceless big box?

A blog provides a venue for feedback, offers new content for visitors to return to and demonstrates your company’s knowledge and experience. In all, a blog can make your site a destination instead of pit stop.

How do you get started then? The most important step is finding a blog system that fits your needs. We recommend WordPress, which, while being both free and open source, is also one of the easiest systems to install. If you’re looking for a hosted solution, WordPress.com is also free and probably your best bet. After your blog is setup, start creating engaging content. Do your best to respond to visitors and they’ll keep coming back.

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