Online Marketing: A User's Manual

Chapter 4

Blogging

INTRODUCTION

You’ve heard the word a thousand times, and it probably seems like everyone and their brother has a “blog.” The word’s root is a mix of two words: “web” and “log.” In the beginning, most blogs were just that – web logs of what people were doing, like personal journals. They then quickly evolved to become an important news channel, a network for thought leaders, and continue to grow in importance as the Internet presence of any business. Blogs give anyone the ability to publish, and blogging for business offers a number of communication opportunities.

Should you have one? The short answer is yes. Blogs are a key component of any Internet marketing campaign, and a valuable communication tool for any individual or business. They offer an authentic voice to communicate with your customers and potential leads. They also provide ongoing exposure for your company, product or service, and give you a way to be found through search engines. To me, a blog is as important to the Internet marketing of a company now as a website was five years ago. If you still only have a website, you’re missing out on the real-time magic of the interactive web.

Starting a blog or keeping one going over time raises a number of questions for marketers. Who should write it? What do you write about? How do you manage employee disclosures?

In this chapter I’ll look at how to set ...