Blogging has grown to mean more than being just the realm of teen angst. Companies such as Google , Microsoft, Monster.com have “officially” sponsored blogs that let you peek into the inner workings of their employees or their company. So how do you know if you should join the blog bandwagon? Charlene Li from Forrester Research gives a good overview in her report called “Blogging, Bubble or Big Deal?”
For the small to medium sized business, here are several points to ponder for now:
The blog you set up, much like a website, is only as good as the content within. Especially in the case of a blog, the “freshness” and quality of the content is key to making sure that people will come back for more.
Who will be updating and contributing to the blog? It is important to assign someone that will be able to consistently provide good and timely insight that would be valued by your target market.
Look at your market – is there a benefit to be had by “opening” up your company via a blog? In most cases there is. Customers like feeling as if they have the inside eye on the companies they do business with. A blog usually humanizes a company and in some or most cases, you are also able to gather feedback from your customer as well in an informal atmosphere.
Look at your industry--is there something unique or highly specialized about your service or product that can differentiate you among your competitors? The blog may be a good place to highlight your strengths without overtly sounding like a sales pitch.
Sometimes the best way to get your feet wet is to check out some business relevant blogs and reply with a comment or two, and begin establishing yourself (or your company) that way.
Interested in learning more? Visit the following blogs:
Business Blogwire
Better Business Blogging describes the “Anatomy of a Corporate Blog”
