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by Stephen Logan on 13th August 2009
Some people see blogs as a burden, others as an unnecessary waste of resources; but in truth, you should be looking at your blog as an ideal marketing opportunity.
If you’re not yet a micro-blogger, or even if you are, having a blog on your site can help you to engage with your visitors. It’s an opportunity to show off your expertise and provide further reassurance that you are a reputable firm. All of that of course will help bolster your more overt marketing work.
It can be difficult working out exactly what your ‘angle’ is at the outset. For example, do you simply cover your company’s own in-house news, or do you look elsewhere in the industry for your sources? Well, there’s no one-size-fits-all solution unfortunately.
One thing you should certainly avoid is simply gratuitously promoting your company. If people have taken the time to find your site, then they probably already have a fair idea of what you do. The bottom line though is that it has to be interesting.
If people aren’t interested in what you’re saying, then you’re never going to attract visitors; it’s a simple but unfortunate equation. The best way that you can attract a targeted audience is by providing unique news, or at least a unique angle on the latest stories in your industry. By providing a well-written editorial or news piece, you can provide perspective and establish yourself as a authoritative voice in your sector [see: What Makes the Perfect Blog Post].
With this added authority comes wider popularity, which ultimately helps draw interested visitors to your site. The blog itself is hugely important, but for most businesses it is also a means to get people looking where you really want them to go, the website itself. Therefore it is performing a marketing function without even doing anything openly.
It might sound a little underhanded, but ultimately that is how blogs thrive. People actively search for informative content; if you can supply that in a way that engages them, then you’re simply fulfilling supply and demand. Better still you can also help improve your site’s strength in the process too [see: Will a Blog Boost My Website's Online Visibility].
Search engine spiders love new content, it’s what they feed on. The more regularly you update – within reason – the more they’ll crawl your site. This in turn can boost your overall SEO and get you ranking further up in the search engines for your key terms. So as well as direct traffic through one-off visits or regular subscribers, you can also have the long-term SEO benefit that can draw a steady stream of users to your site.
It’s a win-win situation, one that more companies should consider to improve the reach of their site. Even if you don’t feel confident doing this yourself, there are plenty of blog marketing services available; helping you to integrate a blog within your site and optimising it for effective SEO. Take the plunge, create and maintain a blog and watch as your site reaps the rewards.