Blogging For Business - Great reasons for every business
to publish a blog
Author: John Jantsch
If Howard Dean’s failed political campaign accomplished
anything, I would say that it brought to the mainstream the
use of something called a weblog or “blog” as it known in
cyberspace. A blog is really nothing more than a diary uploaded
to the Internet and until about the last 12 months was the
realm of the individual who saw it as a way to publish there
random (and sometimes disturbed) thoughts.
The great thing about weblogs, and the growing set of software
that is being created to publish them, is that they are a
tremendous business tool. Weblogs allow you to create content
and contact…and that is what your clients crave more than
anything. I use a program (there is a free trial version)
called PMachine to publish my weblog at DuctTapeMarketing.com/weblog.php.
This program allows me to simply make many entries and updates
and also allows readers to add comments. Better still, now
seemingly random articles can be sorted and searched by content
or subject. My weblog is more like a content management system
and my readers seem to love it. Another great reason to explore
the use of weblogs is that search engines seem to love them.
Within 30 days of launching my weblog it became the most visited
page on my fairly high traffic website. So what is it about
blogs that those little spiders love so much?
Here’s a little secret, search engines crave content. Okay
so maybe that’s not such a secret but to look at many websites
you would think it so. The fact is that too many websites
just sit there doing nothing that the search engines admire.
Providing content, not to mention fresh content, is one of
the toughest chores of anyone who maintains a website. But
when it comes to generating traffic it is the most important
job. Blogs, by their very nature, are all about content. In
a commercial environment every blog entry is fresh content.
Get in the habit of making two, three, even four entries a
week and you’ve got a content building bonanza on your hands.
Everyone knows you need new content to give visitors a reason
to come back; blogs just make the task so much easier. Another
advantage that blogs seem to currently possess over traditional
web pages and sites is lack of competition. While the number
of bloggers grows daily, there are still relatively few commercial
blog sites. When I created my blog I found that it showed
up in the number 3 spot in Google for the term “Marketing
Weblog” within about 3 weeks of launch. Not bad considering
I did nothing to make it happen.
There are a couple of other things you should do to make
your weblog a traffic magnet. They aren’t really that different
than tradition SEO tactics but the names and faces are unique
to the blogging world. Use targeted keywords in your entry
titles No rocket science here but this tip can’t be stated
enough. Forget cute…go for titles that fit your targeted keywords
and phrases…even if they seem a bit awkward. (You do have
targeted keywords and phrases don’t you?)
Register with Blog Search Engines – Search engines that specialize
Register with Tracking Services – These services note when
a blog has been updated and publish an ongoing list. They
even keep track of the most updated and most visited weblogs.
Plus you get to learn what pinging is.
Trade Some Links You don’t need to get out of control on
this one but a few “relevant” swapped links to related blogs
can boost your traffic. Syndicate your content This one is
way to technical to cover here but do some research on the
term RSS and you may discover ways to have your content and
entries fed to sites that are hungry for the type of stuff
you write. Many of the popular weblog software packages have
this capability built right in. http://www.feedster.com/
About the author:
John Jantsch is a marketing consultant based in Kansas City,
Mo. He writes frequently on real world small business marketing
tactics and is the creator of “Duct Tape Marketing” a turn-key
small business marketing system. Check out his blog at http://www.DuctTapeMarketing.com/weblog.php
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