I thought it’d be prudent to give you a preview of my short business eBook available free on this site, for anyone who doesn’t have the time or the inclination to make a download. This section is from the first chapter, What use is a business blog?, an introduction to the basic idea and use of a business blog. You may also consider reading this post for uses of a business blog.
What is a business blog?
The name blog originally comes from the term ‘web-log’, a journal published online. Essentially, blogs are simplified content management tools – they provide a platform for publishing new content to a website. This content can be linked to the various social media platforms (such as social networking accounts), which makes them easy to share.
In the past, blogs may have been associated with vanity websites, but as search engines and social media have helped online business expand, the humble blog has become increasingly common on business websites for regular media updates.
Why are business blogs desirable?
A business blog is a communications tool with unlimited potential.
It does not have to be used for marketing, but the key selling point of a blog is that once it is established it can spread without boundaries. Whether you use a blog as a voice for your public relations, a platform to sell products or an educational tool, it has unlimited reach. Once it is established, it can reach an international audience and spread with no additional cost. It has the potential to be seen by the entire world, and it will have a permanent place on the internet.
It’s tempting to draw an analogy between a blog and a print magazine, as a blog essentially puts you in the position of an editor with no overheads. But it wouldn’t do a blog justice, because blogs are far more interactive and far more intuitive than any print media. Your blog can contain images, links, interactive surveys and quizzes, video and audio clips, file downloads and more. Anything, in fact, the internet can handle.
How useful is this? Well, at the start of 2012 Hubspot.com published figures stating: The average company that blogs generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages. 57% of businesses have acquired a customer through their company blog. And blogs have only got more popular – Hubspot’s recent survey of 4,000 companies showed that companies blogging 20 times a month received 5 times more traffic than those blogging 4 times a month – and 4 times as many leads as those who never blogged. Read more in this article here, and their eBook here.
So how specifically can a blog help a business? That’s a story for chapter 2 of the book, available here.