Blogging

Over the last few years, blogging has come from nowhere to becoming one of the latest innovations to take the Web by storm.

There are now tens of millions of blogs with an estimated 25,000 being added every day. And, perhaps more importantly, around a quarter of all Web users now read at least one blog on a regular basis.

So what do people write about? Anything from personal stories (from the mundane to bizarre) to theme-centered creations (finance, politics, parenthood) to businesses (philosophies; updates; human interest) and so on.

Whilst writing a personal blog can be fun, business blogging can be a powerful tool, allowing you to communicate with a significant number of consumers and achieve many of your business objectives. And best of all, these results can be delivered in a very cost-effective manner.

So why is blogging so cost-effective?

• Word-of-mouse: Everything is electronic, so it's easy for information to spread quickly. If you have a great new product or innovative idea, word will spread, and spread quickly, with your blog at the centre of the ripples.
  
  
• Speed: If something goes wrong at your firm or if you have fast-breaking news, a blog can get the word (or your response) out immediately, far faster than any other form of media.
  
  
• Awareness and loyalty: Users/purchasers of your product can read about it, post comments, and engage in discussion. You can respond. Others can comment. This personal communication can create an open, honest, trust-building dialogue with your customers.
  
  
• Feedback: Firms can find out immediately what people think of their company, products, and ideas. This usually needs a thick skin as not all feedback is positive, but if a business is willing to listen, this information can be invaluable. Good feedback is like an instant focus group and the good news is the information is free.

Any tips and tricks?

Most bloggers learn by trial and error, but the best tips are as follows:

• Be consistent with your topic at all times. Know your audience and be sure to deliver the goods with every article.
  
  
• Try topics unrelated to your business that have a broad appeal.
  
  
• Develop a schedule for updates - and stick to it.
  
  
• Define your site objectives. Are you wanting to promote your company or simply drive traffic to your site?
  
  
• Use email to kick-start your traffic.

Conclusion

Blogging is fun, but look at things from the reader's perspective. Try to write 10 or so blogs before you start the publicity bandwagon. This gives you time to work out all the kinks, mess with the design a bit,
and look like you've been around longer than just yesterday when your first readers stop by.


Useful websites:

Pro Blogger

Build a Better Blog

Debbie Weil on Corporate Blogging and Social Media

Further related guides:


Using blogs

Creating an effective web presence

Designing a website


By, Steve Gold, News Editor