Business Blogging Basics Podcast – Part 2

VengresoContent for Sales Business Blogging Basics Podcast – Part 2

Business Blogging Basics Podcast – Part 2

Why a business blog?

  • Blogs have marketing value to a business through:
  • Credibility
  • Exposure
  • Feedback
  • Learn what other people are saying
  • People can interact with your business
  • Search engine optimization value

Start with a strategy!

Each blog should have a purpose.  Define your objective, your target audience.

  • Define your blog content strategy.
  • Identify who is qualified to write on selected content in your company.
  • It may be one or many people in your company.
  • Plan out a content strategy when your blog is new.
  • Eventually let the conversations flow.
  • Study other blogs that are competitive or similar.
  • Select a strategy with a different voice in your industry.
  • Be conversational.  Don’t write like a press release.
  • Let conversations happen.  Sometimes you need to NOT comment.  Let others comment.
  • Allow the community to interact with each other.
  • Don’t rule over your community in your blog.

Should you moderate your blog?

Start out moderating it then if edits are not needed let it flow unmoderated.
Have someone review the blog at least once per day.
Time and resources are needed for a business blog strategy.  That’s reality.  Get over it!

Promote your blog.

Start with customers, suppliers, employees, partners.
Announce your blog.  Email a link to it.  Put it on your business card, in your auto signature, newsletter, etc.

Search engines and blogs.

Technorati is the Google of search engines for blogs.
Submit your blog to Technorati.  You can have Technorati “ping” your blog for updates.
Use Tags in your blog posts which will tell the search engines about the content in your blog.
Search engines like blog content because blog content gets indexed updated frequently.
Blogs are very search engine friendly.

Blog marketing

Some marketers effectively blog on topics that they do not rank well for.  Blog content can get ranked quickly.  So, it’s an effective way to improve your search engine optimization rankings on desired topics.

Avoid blog fade.  Do not start a blog that you can’t commit to.  Plan the work, then work the blog plan.

Blog statistics

Track blog stats using your blog tool, e.g., WordPress, TypePad.  You can also use Feedburner.  Watch how many subscribers you have, how active it is, etc.

Blog links

Blogs produce links which are very helpful for SEO.  You should link to other blogs from your blog as a service to your reader.
Use a blogroll as a list of other blogs that are meaningful to your blog readers.  When you link to other blogs you pay them a compliment.
Often others will find your blog from your links and therefore the viral exposure is a huge benefit and others may link to your blog.
Ultimately, the link centric nature of blogs is very powerful for exposure.

Success stories

Large company: IBM has over 10,000 internal blogs.  They form communities of people who work together.  Blogs are used productively to communicate and collaborate.  Employees even cut down on email by using blogs.

Small company: We’re currently working with a client.  We’ve identified the target market, topics, useful tips, information, how to’s, things to avoid.  Initial focus is building a Web 2.0 blog strategy.  We’ve identified about 5 people inside the company who will be blogging on these topics.  Then, the blog will be developed and launched and marketed.

Blogging for business can be very productive.  Plan the work and work the plan.

Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Host of the award winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a trainer and speaker. He has a passion for guiding clients in aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

  • David Bressler


    Just finished watching a presentation you did with my company (Progress Software) on this same topic. I came to your site to send you an email, but when I saw this blog post, I thought a comment here would be more appropriate.

    The material you present on this topic is both spot-on and easy to understand. While I've not listened to this podcast, if it's anything like the material you presented for us, it definitely qualifies as a must listen!

  • David,
    Thanks for your supportive comment. I find that so many businesses are still gun shy about blogging. In most cases they don't understand it. While for some of us, blogging is mainstream stuff, for many businesses it is like blazing new trails.

    One myth I aim to dispell is that blogging requires a lot of time. As anyone can see, I don't blog every day here. But, I am consistent and committed to adding content several times per month.

    Keep up the great work at your blog at Progress Software!

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  • Alright, it really is a nice beginning however i'll have to look into that a touch more. Will show you exactly what more there really is.

  • Hey, just a quick question. Could you please tell me how I could stay updated about your future posts? Maybe an update list I could join? Thanks!

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