The Art of Blogging for Business

Everyone knows what a blog is. It's almost certain that you, as a business owner or manager, have had occasion to read one or two while researching one thing or another during the course of your work. In this article we'll explore what a blog is, the controversy of having one for business purposes, and how to go about successfully creating and operating one. --Al Colombo (TpromoCom)

How Do We Define a Blog?

The definition of blogging is very much in flux. New technologies have actually redefined what a blog is, what a blog can be, and what a blog should do. For many years, blogs were defined as text-based websites that kept records of days, similar to a captain's log on a sailing ship. In fact, when they began to appear on the Internet, they were commonly referred to as a WebLog.

This started to change as the people that worked on blogs became more diverse in what they did. The more bloggers began to explore the limits of the medium and the technology, the more the boundaries of what they could do grew.

Today, there are an abundance of photo blogs, and there are even video blogs. Mobile blogging may well have changed the definition of blogging as well, making it possible for bloggers to create new kinds of posts. Another element of the blogosphere that is starting to redefine blogging is corporate blogging.

More and more, companies hire writers to keep blogs for the sole purpose of creating a positive buzz about their brand. Bloggers across the globe are arguing about whether these manufactured blogs are really worthy of the name. Between all of these different forces that are constantly expanding and reshaping the blogosphere, it is difficult to imagine that the definition of what is and is not a blog will ever remain fixed for long.

The Controversy Associated With
Blogging in the Corporate World

Corporate blogging is a relatively new idea, and the jury is still out on whether it will succeed. This controversial marketing tool may be the beginning of a new kind of advertising strategy, or it may fizzle out in time. So far, it doesn't look like it's going to happen any day soon. Many companies are looking for ways to capitalize on the blogging trend, and many of these corporations have determined that a great way to ride the blogging wave is to keep a blog on their corporate website. TpromoCom has a number of clients who has a blog built in the middle of what is essentially an ordinary website.

These blogs are often created to appeal to the demographic where the company is located. The content may, for that reason, have quite a lot to do with the activities of the corporation, or it may have very little to do with the company itself. Often, a corporate blog will focus on the kinds of content likely to attract the company's audience, even if that content is not related to the product or service that the company provides.

Some bloggers feel that corporate blogging is a kind of validation for the blogging movement, and shows that this exciting medium has really infiltrated the mainstream. Other bloggers consider the kind of viral marketing that corporate blogs practice to be unethical or distasteful.

In any case, watching the evolution of corporate blogs and whether they survive and proliferate or fail and disappear promises to provide some interesting insight into today's consumers.

Blogging For Business Owners and Managers

If you run a small company, you may find that the world of blogging for business owners is a world that you want to be a part of. Blogging is a great way to get the word out to consumers about your product or service, and it can even be useful for inspiring employee loyalty and helping you keep your workers at peak morale. If you are looking for a way to take your business to the next level, consider what starting a blog might do for you.

Blogging for business owners has a lot in common with all other types of blogging, but it has its own unique pitfalls and strengths. The key to having a successful blog as a business is to keep your goals clear and concrete at every step of your blogging journey. It can be all to easy to get sidetracked, especially if you are just learning about the exciting possibilities of blogging technology. If you want your blog to succeed, you need to stay focused.

Write up a plan for how often you will update, how you will promote your blog and retain readers, whether you will feature photographs and/or videos, and other aspects of your blog. Then stick to it with the same kind of determination that you had when you built your company.

For hands-on training at the art of creating and operating a successful blog, contact Al Colombo for a free, no-obligation consultation: call 330-956-9003, email colombo2007@tpromo.com, or use the "Contact Form" in the right hand sidebar.

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