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Every business, regardless of its size, needs a blog. I know what you re thinking: But I have a professional image to uphold. How can a blog possibly attract newcustomers and how can it provide them with the information they need? The answer issimple: A blog can be one of the most decisive public relations tools in yourmarketing and branding tool kit. Read on and I ll educate you on the basics ofblogs.
What is a blog?
The term blog is slang for web log. Wikipedia defines a blog as a web sitewhere entries are written in chronological order and are commonly displayed inreverse chronological order. The word can also be used as a verb, meaning tomaintain or add content to a blog. To get a feel for the wide use of blogs, considerthe following: In September 2007, blog search engine Technorati tracked more than106 million blogs. Some notable corporations that use blogs are HP, Google,Microsoft and ImageWorks Studio.
Myths and Facts
No doubt the last thing you need is a lecture on the latest Web 2.0 strategies.However, I should correct a few common misconceptions about blogs, as well as whyweb design companies use them as an effective method for reaching out to theiraudience.
Myths
Blogs are used only by teenagers.You need to spend many hours every day to maintain a blog.You need to know HTML and have other coding skills to blog.
Facts
Blogs allow a company to control the editorial content of the web site whilerestricting/blocking users comments.Blogs can be updated as often as you wish. But to make them more effective andvaluable to your audience, update them often.Blogs require no knowledge of HTML or special coding. There are numerous bloggingsoftware packages on the market that are free.Blogs allow companies to quickly get information out to customers, unliketraditional communication methods.Blogs are an inexpensive way to effectively communicate and share information withyour audience.Blogs comprise text and external links, making them search engine-friendly.
Benefits of Corporate Blogging
In January 2007, Forrester released a research study centered on The ROI ofBlogging The Why and How Of External Blogging Accountability by Charlene Liand Chloe Stromberg.
According to the study, some of the benefits of corporate blogging are:Greater brand visibility in mainstream media on the WebWord-of-mouth advertisingImproved brand perceptionInstantaneous consumer feedbackIncreased sales efficiencyFewer customer service-driven PR blowups
The Outcome
Consumers are better educated today because of the vast amounts of informationavailable on the Internet. Not only will a blog convey information to your targetdemographic faster and cheaper than traditional means, but when coupled with searchengine benefits, brand visibility, and a value-based proposition, a blog should bean essential part of your marketing platform.
For more information, please contact sales@imageworksstudio.com.Sc ott C. Margenau is president of image works Studio, an award-winning websitedesign agency, branding marketing firm specializing in online and off-line media inadvertising, web development, brand development and promotion.
