Blogging Tips

Blogging Tips

            I am fascinated with blogging and the blogosphere and the amazing tool it is for information sharing.  I have never been a person to worry about keeping up-to-date with the latest and greatest in technology, until recently.  Wow! I have missed out on a lot; a lot that could have helped me in my career as well as on a personal level.  I am now on a crash course to catch up.  I think it will be helpful in my learning process to share with you what I learn about blogging.

      I have thoroughly enjoyed reading a wide variety of blogs over the past year.  I have received many ideas and tips for all sorts of things.  It makes the world seem like a smaller more intimate place and makes opportunities seem more reachable.  As a future business owner, the idea of a blog as an advertising and marketing tool makes the task seem more achievable and fun. In the meantime, I am interested in starting a blog on a more personal level. 
     Blogging has been around for several years.  In 1997, a handful of blogs (then called weblogs ‘wee-blogs’) were on the Internet.  Jesse James Garrett compiled a list of weblogs, which totaled 23 in early 1999.  This list allowed weblog authors to easily link to each other’s sites and soon a whole community was established (Blood, 2000).  Rapid growth of weblogs continued through the end of 1999.  At that time, Pitas, the first free build-your-own-weblog tool created (Blood, 2000).  Weblog has now been shortened to blog. 
     So, let’s get down to business.  What is a blog and what makes it different from a traditional website?  A blog is a type of website that gives a simple and versatile way of publishing information (Gahran).  It is a way to share your thoughts and personality.  A blog is allowed to be one person’s opinion.  There is no requirement for fact checking or citing sources.  A newspaper’s website or an online press room, for example, is not a blog, as they require fact checking.  A blog can be used in a couple of different ways.  It can be an interactive, diary-style website or a source for someone with expertise on a subject to get their information out to the public.  Small businesses or individual entrepreneurs use a blog instead of a website because there is little need of technological know-how.  There are also corporate blogs that are produced by many different people within a company.  For now, the individual blog is the most common. 
     Generally a blogger (editor) blogs (updates information) regularly, even daily, giving their readers new information and an opportunity to respond or give their opinion.  The blogosphere is the term given to the cyber-world of blogs.  There is probably a blog available for any subject imaginable; whether it is recipes, do-it-yourself projects, educational or spiritual.  Small business blogs would include items for sale or services available. 
     Some features that most blogs have include interaction between blogger and reader, archived posts listed in chronological order with the newest post being first and linking between blogs.  Bloggers are not afraid of the competition; they are happy to share links to other related blogs.  Blogs have a unique, persistent web address (URL) which allows readers to link easily and directly to any item at any time (Gahran). The majority of blogs are produced using software and tools specifically designed for blogging like Wordpress or BlogHarbor.  The availability and ease of these tools has helped the blogging world expand and become exciting. 
     Is blogging appropriate for business?  The simple answer is yes. The not-so-simple answer is yes, if you are willing to keep it up and willing to produce the blog correctly.  Just merely having a blog will not be good enough, but having the right blog, maintained and used correctly can do wonders for a business.  Antonio Lima, director of strategic marketing at Summit Group, suggests asking yourself some questions before starting a blog.  Is a blog consistent with the business image? What are the goals for a having a blog? Will a blog help develop the brand?  Having a direct purpose can help with the quality and consistency of a blog.  Having a blog or using social media are not the end-all-be-all, but if it makes sense for your business to have one, produce one.  Who does not want free advertising?  A blog can be like your front door or a welcome sign.  The business has a bottom line and products and bills, but there is also, you, the personal, human, everyday side of the business whom people want to know and trust.
     Some common mistakes made by business bloggers include, poorly written content and not blogging with enough consistency.   Even though blogging is a relaxed, conversational-style of writing, the writing itself needs to be correct with as few typos and blatant punctuation errors as possible (Kevin, 2011).  Also, consider the ease and flow of your post.  The idea is to be interesting and to the point.  You must keep your readers engaged with new material and consistency or you will lose them. 
     In most cases, a business will have a blog, in addition to a traditional website.  The purpose of your blog is to give conversational information.  The purpose is not to have a traditional sales pitch or TV-style ad on your blog.  Blog readers do not want to feel “sold to” or “marketed to.”  Traditional advertising is asking you to take action now with flashy, eye-catching tactics, while blogging is not pushy, just informational (Scott, 2009).  Considering and respecting the differences in types of marketing and advertising is key.  Always have a link to your website so if a consumer is ready to purchase or needs additional information it is immediately available.
     Business owners can be nervous and unsure when branching out into the blogosphere.  To some it can seem like full exposure because of the comments that are available for anyone to read.  Others may feel unsure because blogging is a very different tool than traditional types of advertising, marketing or PR.  The good news is this lends to credibility and confidence.  When things seem too neat and tidy, people feel suspicious.  The important thing to consider here is that people are talking about your business regardless, so you might as well be a part of the conversation.  When negative comments come to your blog you are readily available to explain a misunderstanding or correct an issue.  I think of blogging as word of mouth on steroids. If you have a great product or service, everyone will know; likewise if you do not have a great product or service, everyone will know. 
     A business blog could also be considered a press release; information for immediate release.  With a blog you do not have to wait for a news organization to decide if it is news or not.  You have the ability to announce or talk about anything you want anytime you want. Your blog is the perfect spot to announce a new product or idea or profile a customer and let them give you a great review.  A business blog is simply another means of communication.  It gives you the ability to communicate with your specific industry, as well as the entire market.  A business blog can open up new lines of communication between employees, business partners, customers and your competition (Kevin, 2011).  Sometimes a customer is just looking for a real person.  You cannot find that on a traditional website.  A blog will allow you to be the “real” person behind the business.
     Many media and PR professionals “maintain defensive postures, dismissing the diverse opinions emerging from the Web’s main streets and roads less traveled.” (Scott, 2010).  Meaning, seasoned professionals may not understand the role of bloggers and dismiss them as not real journalists. However, as Scott says, they have never claimed to be.  There is a definite need for traditional marketing, advertising and PR and now there a public desire for the blogosphere.  It would serve us well to be open too and respect all types of media.
     A great example of blogs bringing information to the forefront and essentially being dismissed by communication professionals is the incident involving a former U.S. president and CBS news.  The president at the time, George W. Bush, was being interviewed by well-known anchor Dan Rather for 60 Minutes Wednesday (CBS) in September 2004.  A set of critical documents, describing Mr. Bush’s service in the United States National Guard, was being discussed.  Several bloggers wrote that the information being reported had to be false.  Mr. Rather dismissed the bloggers as “a bunch of geeks in pajamas typing away at the dark of night” (Scott, 2009).  When, in reality, the bloggers were correct and Mr. Rather lost his job for not digging into the authenticity of the documents.

FIVE BLOGGING TIPS

      As I learn the tricks of the blogosphere, I keep running into the same few tips that I’d like to share.
TITLE/HEADLINE/URL – Having the best available title and URL is one of the most important parts of blogging.  Clearly define your blog by its name and URL.  For example, if your blog is about gardening, name it something with the word gardening in the title and headline. Do not name it say, “My Favorite Pastime.”  Readers will not find it as easily.  Using the same theory, the URL should have the word gardening in it to help blog readers find your site more easily.

CUSTOMIZE - It is very important to customize your blog to allow your own personality to shine.  If you are using a template tool to produce your blog, take the time to make it your own unique space.  Always include an area that describes you and your personality and includes your picture.  Keep in mind, this area should not be resume-style.  Blog readers want to feel as though you are old friends.  “All blogs, even business are personal” (Kevin, 2011).  When you allow your readers to know the real you, you gain credibility.  Do not be afraid to “pimp” it out (Scott, 2009).

WRITE WITH THE READER IN MIND – The great thing about a blog is you get to write to a specific audience, looking for specific information.  You have the reader’s attention, because they came looking for your information.  Deliver the information they want and deliver it well.  Write in a way that will hook them and educate them. Keep your blog interesting, exciting and fresh; yet short and simple.  Blog readers appreciate conversation-style and point-centered writing.  Edit. Proof read and then edit again.

LINKING – Linking is one the most important aspects of a blog.  You will want to link in all forms.  There are four different types of links that I will briefly describe.  The first type is outgoing or referrer links.  You are recommending these blogs to your readers.  The second type of link is called incoming.  These links are the opposite of outgoing; when another blogger recommends your blog and adds the link to their blog.  Intralinks are links within your blog, connecting to other sections, articles or past entries.  Intralinking helps keep the reader on your page and assists navigation ease.  Lastly, blogrolls are when a blogger permanently lists your blog as a great site and most likely follows it on a regular basis (VanFossen, 2005).  It is important to be a part of the whole blogging community network by linking to and being linked by other blogs.  Take the time to read and comment on other blogs; if you have a business blog, read other blogs related to your industry and comment.  Linking is also critical for search engine optimization, which we will cover next.

SEARCH ENGINE OPTIMIZATION (SEO) – If you are going to take the time to produce a fabulous blog, particularly a business blog, you want people to find it.  The goal of SEO is to have your blog listed near the top of a search result.  One of the main ways to be at the top is keyword choice.  Keywords are words readers’ type into a search engine to find specific information.   You will want your blog to have the keywords specific to your product used often throughout.  The title of your blog, as mentioned in tip no. one, great content, as mentioned in tip no. three and lots of linking, as mentioned in tip no. four, if done correctly will lead to search engine optimization.
       To summarize, blogging is simply another way to get information to the public.  Through the Internet, the reach potential seems limitless.  “The Internet has increased the speed and reach, while lowering the cost of marketing and advertising” (Lima, 2011).  Blogging and other types of social media allow businesses to customize their message to only a few people or for a million people.  Lima also pointed out that one thing businesses miss out on is not telling their own story.  Having a blog gives you the perfect opportunity and space to tell it. 
     You cannot hide from nor ignore the blogosphere or web-based media.  It is here, jump on board and let it assist you in building your business.

References

Blood, R. (2000, September 7). Weblogs: A History and Perspective. Retrieved June 13, 2011, from Rebecca's Pocket: www.rebeccablood.net

Bryan Eisenberg, J. E. (2003). Persuasive Online Copywriting: How to Take Your Words to the Bank.

Gahran, A. (n.d.). What's a Blog? Bag the Stereotypes. Retrieved June 13, 2011, from Amy Gahran's News and Musings on How we Communicate in the Online Age: www.contentious.com

Jan Zimmerman, D. S. (2010). Social Media Marketing All-in-One for Dummies.
Kevin. (2011, June). Driving Quality Traffic to Your Blog. Retrieved June 13, 2011, from Blog Traffic Exchange: www.blogtrafficexchange.com

Lima, A. (2010, June 24). Director of Strategic Marketing. (L. Bodily, Interviewer)

Rowse, D. (2005). What is a Blog? Retrieved June 13, 2011, from Probloggers Guide to Blogging for your Business: www.problogger.net

Scott, D. M. (2010). The New Rules of Marketing & PR.

VanFossen, L. (2005). Lorelle on Wordpress. Retrieved June 09, 2011, from Learning about blogging and how to blog: http://lorelle.wordpress.com