The Art Of Blogging
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Transcript of The Art Of Blogging
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TABLE OF CONTENTS
TABLE OF CONTENTS ..................................................................................... 1
INTRODUCTION ............................................................................................. 2
1. BUSINESS BLOG MARKETING DEFINED ..................................................... 3
2. WHY BUSINESSES NEED TO BLOG ............................................................. 3
3. WHAT BUSINESS BLOG MARKETING CAN DO FOR YOU............................ 4
4. THE EVOLUTION OF BUSINESS BLOGGING ................................................ 6
5. HOW TO USE BLOGGING TO MARKET YOUR BUSINESS ............................ 7
6. SHOULD YOU OUTSOURCE YOUR BUSINESS BLOGS? ............................... 9
7. CONCLUSION ........................................................................................... 11
BLOGGING RESOURCES ............................................................................... 11
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INTRODUCTION
Business blog marketing has become one of the most popular and effective forms of
online marketing in use today. By utilizing blogs to generate income, businesses are able
to harness the power of engagement to sell products and services at a fraction of the
cost of traditional marketing methods. Blogs make it possible for businesses to attract
potential customers by offering relevant information in an informal, conversational style
that allows readers to comment and question. This creates a two-way dialogue that
establishes trust and authority with a target market.
This paper will discuss business blog marketing- its origins, benefits and advantages
over other forms of marketing. It will explore how to use blogging to engage, inform and
sell, and offer information about outsourcing business blogging to get the best results.
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1. BUSINESS BLOG MARKETING DEFINED
Business blog marketing is, essentially, the use of blogs
as a marketing tool- a way to reach Internet users for the
purpose of promoting and selling products and services.
All blogs generally contain a variety of subject matter.
They can give advice, express opinions, offer solutions
and information. Business blogs are no different.
However, with business blogging, the company using this method has as its ultimate
goal the capturing and nurturing of leads that will eventually convert into sales.
Business blogs, also known as marketing blogs, are informal dialogues between
companies and consumers that give both sides an opportunity to establish a business
relationship. They are one of many inbound methods of marketing that allow consumers
to obtain information and make intelligent purchasing decisions. Like all web content,
they can be search engine optimized to give companies better online exposure.
2. WHY BUSINESSES NEED TO BLOG
According to American Express (May 2006), 47% of small business owners use the
Internet to market or advertise their business. As a result, Internet advertising revenues
jumped 33% in the third quarter of 2006 compared to 2005- totaling $4 billion
(Interactive Advertising Bureau/Price Waterhouse Coopers, Nov. 2006).
Why is Internet advertising growing at a rate of 20-30% each year? Businesses are
finding out that online marketing allows for a greater ROI
than many traditional methods. Essentially, companies can
get more for less with online marketing methods.
Blogging, along with article marketing, RSS, podcasts, video
and social media, is an online tool that costs relatively little to
produce and maintain. At the same time, it offers wide and
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deep distribution of information about a company, and provides links that lead to higher
search engine rankings.
Good business blog marketing content creates a permanent source of traffic and back
links to a site. For the cost of writing and updating material on a regular basis,
businesses can spread their message to millions of potential customers. Just as
importantly, they can target their markets more precisely. This produces more leads and
conversions per visit, primarily because only those interested and ready to buy are likely
to find and read the blogs.
Traditional marketing methods, such as direct mail, cold calling and print ads, are not
only harder to track- they also don't allow the kind of interaction that is an integral part
of business blog marketing. Instead of spending millions of dollars on surveys and other
market research, companies can switch to blogging and receive the same kind of
valuable feedback that allows them to improve their service.
3. WHAT BUSINESS BLOG MARKETING CAN DO FOR YOU
Marketing with blogs provides long-term value for businesses,
primarily for the following reasons:
1. Ease of use - Blogs are as simple as writing an article or
email. For consumers, they do not require a download or
special plug-in.
2. Accessibility - Blogs make it easy for consumers to find a business that offers what
they need. They are not only portals to a company's site; they also contain useful
information on their own.
3. Low cost - The costs associated with running a blog are minimal, and include
purchasing a domain and web hosting. Some companies pay an employee or outside
service to write and maintain blogs, as well.
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4. Interactive communication - People value the perception that a business is interested
in hearing what they have to say. When consumers can voice their concerns and even
influence a business regarding its products and services, they feel invested. This makes
them more likely to return to the blog or company site to purchase.
5. Value to consumers - Business blogs provide consumers with a picture of what a
company is all about. They combine all of the above benefits with useful information that
helps answer people's questions, as well as reveal the people behind the storefront.
When consumers get helpful information from an authoritative source that has a human
face, they are more likely to come back and purchase from that source.
6. Improved rankings - Well-written and relevant blogs are recognized as valuable to
search engines. While other web content is often weeded out, blogs that are maintained
and linked to consistently maintain their ranking positions. Another way that blogs can
create better search engine ranking is through the comment feature. It is not unusual
for customer comments themselves to rank as relevant web content. For example, a
consumer looking for information may click on a customer review or comment, and be
sent directly to a company's blog site.
7. Direct access to consumers - By using a conversational tone and an informal,
engaging style, business blogs draw people in. By allowing comments and customer
feedback, they give businesses a direct way to dialogue with potential (and returning)
customers.
8. Agility - Blogs allow companies to reach millions of people quickly, through the blog
page, web site or subscriptions. Businesses can then track results almost instantly,
which makes it possible to accurately assess different sales methods and make
immediate adjustments to marketing strategy.
9. Measurable results - Unlike many traditional marketing methods, blog results can be
easily measured. Subscriber numbers, click-throughs and visits are all hard data that will
show companies how their blogs are directly contributing to increased sales.
According to a 2007 "Social Commerce Report" by E-Consultancy and Bazaarvoice, 77%
of online retailers surveyed worldwide indicated that their site traffic had increased as a
result of customer reviews, and over 50% reported an increase in conversion rates. Blog
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comments are one kind review feedback that can build trust with shoppers, as well as
help businesses retain current customers.
While traditional marketing still has its place in business, it is rapidly becoming obsolete
for many online companies. Internet businesses have started developing marketing
methods that utilize the strengths of e-commerce to sell effectively and economically. As
a result of its many benefits, business blog marketing is replacing some of the more
expensive and unwieldy traditional marketing tools.
4. THE EVOLUTION OF BUSINESS BLOGGING
Blogs can increase web visibility, offer relevant information and encourage dialogue
between author and reader. However, as a marketing tool the blog is a relatively recent
phenomenon. The first blogs emerged in the 1990s. Originally termed "weblogs" (a term
coined by Jorn Barger in 1997), they were personal online journals that often took the
form of forums and threads. People posted details about their lives and allowed readers
to comment. Before the advent of blogging software and tools, posts were updated
manually.
As blogging became more popular through the late 1990s and early 2000s, and the
influence of bloggers grew, it became apparent that more data was needed to track how
people were using blogs and which blogs were garnering the most links. The Blogdex
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project, created in 2001 by researchers at MIT, compiled information from thousands of
blogs and their links in order to determine their social properties. This led to a greater
understanding of how blogs spread, as well as how they influence readers and
consumers.
Once it became clear how quickly and easily a blog could reach (and influence)
thousands or even millions of online viewers, businesses started using them to promote
their sites. Blogs that allowed comments became pages within websites. Forward-
thinking companies who recognized the power of blogging for consumer interaction
created blog sites that dealt with issues and topics related to their fields. Consumers
began to find these pages through search, and started to rely on them as sources of
information.
A recent study by GuideWireGroup revealed that approximately 89 percent of businesses
polled use blogs as a way to communicate with their customers. In a 2008 survey,
Burson-Marsteller found that 15% of Fortune 500 companies have blogs. That same
year, Technorati reported that there are over 15 million blogs in existence, with
120,000 new ones being introduced each day. A successful business blog can generate
tens of thousands of dollars in revenue each year, with figures for large corporations
typically much higher.
5. HOW TO USE BLOGGING TO MARKET YOUR BUSINESS
As part of a marketing strategy, business
blog marketing appeals to businesses of any
size. Its agility and low cost make it easy to
establish and maintain. For small businesses,
creating a blog is an economical way to
spread the word about products and services.
For large corporations, business blog
marketing is a method for reaching markets
that were previously being missed.
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A blog page can be easily added to a company's primary site, by whoever is responsible
for updating and changing the site. Or, a blog site can be established separately by
purchasing a domain name and hosting service. Publishing platforms such as WordPress
allow bloggers to manage content and track links.
Business Blog Marketing and SEO
Once established and designed, creating and updating content for a business blog
becomes the primary focus. Readers come to blogs for authoritative information, and
well-written, optimized content allows them to find what they are looking for. Search
engine optimization is an important component of successful business blogging, as it
brings targeted buyers to the blog. Who is a targeted buyer? This is the person looking
for information about a product or service, who has likely found a blog using search
terms that are highly specific.
So, business blogs, like other forms of web content, should be keyword optimized to
attract search engines. If done correctly, this will not affect the natural flow of the
content- an important factor when seeking to establish trust with consumers. The
balance between ensuring that the content is easily found by search engines (by
optimizing it around the proper keywords at the proper density), and making the content
readable for humans (by focusing on their needs) is a delicate one. It is, however,
essential to the success of any marketing blog.
Recognizing the target market will help a business blogger determine which keywords to
include in the blog content, so as to attract the visitors most likely to buy from him. It is
important to note that, as with all web content, business blog content must sound
natural to readers to avoid coming across as sales material.
Business Blog Marketing and Revenue Blogs can generate revenue in two ways- through
content and through ads placed on the blog page. Blog content offers information that
consumers find useful, and establishes the relationship that leads to sales. Ad revenue is
more immediate. Relevant ads placed on the blog page offer consumers a convenient
opportunity to make purchases while earning the blogger extra income.
By joining an affiliate marketing program or allowing contextual advertising on the page,
a business blog can become an opportunity for companies (and individuals) to monetize
the page.
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Case Study: BATTLEDIABETES.COM
BattleDiabetes.com is a blog established a few years
ago by Ken Savage as a resource for diabetics. It now
attracts 7,000 to 9,000 page views each day, and
generates $40,000 a year in income. Ken's blog utilizes the power of online
marketing methods to not only create a valuable site for diabetics, but also to
generate significant income for him.
The BattleDiabetes.com blog page contains Google AdSense ads, text link ads and
AuctionAds. It offers hundreds of articles and links to resources, products and
services that may be helpful to diabetics. Through strategic link-building and
submitting his blogs to article directories and social media sites such as
StumbleUpon, Ken has been able to garner back links that have put him near the
top of the first page on Google.
Business blogs allow a company to take full advantage of all online marketing methods
in order to gain exposure and generate income. A company can submit blog content to
directories and social media sites. Blog pages can contain a call to action that asks
readers to subscribe to an RSS feed, which sends them the latest blogs automatically.
Email newsletters containing blogs about the latest news and information from the
company are another way to utilize business blogs as part of a marketing strategy.
6. SHOULD YOU OUTSOURCE YOUR BUSINESS BLOGS?
Blogs are an effective and inexpensive way to reach and
interact with consumers. However, they require
maintenance in order to remain relevant. Blog content
that is not updated frequently quickly becomes stale with
both humans and search engines. Writing fresh content,
posting and responding to customers on a regular basis is
critical to keeping the interest of readers, and
demonstrating at the same time that the company is
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interested in staying up-to-date and engaged.
That being said, maintaining blogs takes time that many business owners do not have.
Another factor to consider is the expertise that it takes to ensure that business blogs are
search engine optimized and marketed using all available outlets. This is what turns
blogs into business blog marketing, and ultimately, what drives sales. Outsourcing
business blog marketing to an outside service is an attractive option for companies that
have neither the time nor the expertise to consistently create and update blog content.
A content marketing company that understands how to create and market a company
blog can integrate business blogging into a comprehensive and ongoing online marketing
strategy. This option allows business owners to take full advantage of all available online
marketing tools without spending a lot of their own time on the process. A business
owner who is not skilled at keyword research does not have access to talented SEO
writers or who is not familiar with how to naturally incorporate keywords into blog
content should consider outsourcing blogs to a reputable content marketing company.
Case Study: BIDZ.COM
Bidz.com is a 24/7 live auction site where customers
can bid on jewelry, art and collectibles. It specializes in
affordable and unique items that people can bid on at
any time. Despite having an enormous stock of jewelry
and collectibles available for purchase, Bidz.com wanted a better way to keep
buyers at the site while bidding.
The solution? Bidz.com decided to contract with an SEO firm to create a blog page
that acts as an online "lounge". Customers can visit the page between bidding and
get up-to-date on other auctions going on, get news and information about
jewelry and gossip about current events. Through the use of SEO coding and
relevant content, the blog has created an online community and bolstered search
engine rankings. By tying the blog to an RSS feed, Bidz.com has gained a following
of interested bidders (and potential bidders) who want to know about the latest
auction news and upcoming sales.
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CONCLUSION
Business blog marketing is fast becoming one of the best ways to market products and
services online. It can be a quick, easy and cost-effective way to launch a business,
improve sales and reach new markets. Blogging gives business a way to directly engage
with consumers by offering information and inviting a response. The ultimate goal is to
draw potential customers to a site, and give them what they need to make a purchasing
decision.
Using blog content to gain the trust of consumers, businesses can position themselves
as authorities in any given field. This, in turn, draws information-seekers to the site. The
need to interrupt consumers with non-targeted print ads and direct mail is eliminated
(along with the cost of such methods). For companies of any size, business blog
marketing is an agile and inexpensive way to engage, inform and sell.
BLOGGING RESOURCES
Want to learn more? Schedule a complimentary consultation with 98toGo to learn to learn:
• how you can start driving more traffic and leads from your website
• how to turn more leads into paying customers
• what you can immediately do to improve your online results
• what 98toGo can do to boost your web performance