To Blog Or Not To Blog?

If there’s one thing that businesses struggle with, it’s creating fresh new content for their website. Like other types of media, websites often benefit from updated material, whether that’s written text, videos, imagery, or otherwise.

New content keeps visitors engaged, encourages user interaction, and increases the chance of search engine success. A popular method to keep a website fresh is to establish a blog and make a commitment to post updates on a regular basis.

So what exactly is a blog?

A blog, short for ‘Web log’, is a website that displays articles or ‘posts’ in reverse chronological order (or another format, depending on the preference of the owner). While many examples of blogs look similar, there is no strict rule on the format or length of post. Some blogs are highly detailed with long, well-researched articles. Others are informal, with smaller, more concise posts. In any case, blogs allow users to comment on and share posts – something that can help gain user interaction.

Types of content you can include:

  • Announcements – Company announcements like details on a new project win is perfect material for a blog. Other announcements could include details on new additions to the team, awards received by the business, new products and more. The list is endless and the only limit is your imagination.
  • Photgingography – Showcasing products and services using photography is another great way to fill the pages of your blog. Some blog formats specialise in photography and are popular with professional photographers, so you’re not only restricted to text.
  • Case studies – If you have recently completed a project and want to shout about it, add the details to your blog. This way, customers will be able to see the fine work you’ve produced, and it could help drum up additional sales.
  • General ramblings – Blogs don’t always have to be serious. They can be a cheerful distraction from a bland company website. In fact, a popular company blog can have a positive impact in terms of connecting with prospects and gaining new fans.

Benefits

  • Blogs can generate additional website traffic in the form of repeat visits and additional search engine referrals. Generally speaking, the more relevant content you produce, the higher the chances people will find your site in the search index.
  • A well-written blog can increase the amount of useful information on your website, enhancing the site’s credibility. A site with plenty of quality content for visitors to read will be more authoritative and likely to be trusted ahead of sites that fail to provide this level of detail.
  • Visitors are more likely to share information on a blog than a traditional company website. Posts can also be easily shared via social media – leading to more clicks and traffic.
  • User interaction is also a key benefit. People can comment upon posts and share their thoughts/feelings. This can lead to online discussions, shares, and also provides an opportunity for you to demonstrate your expertise.

Drawbacks

  • A commitment will have to be made to keep the blog updated. This does not necessarily mean updating on a daily or even a weekly basis, but some type of schedule should be established. A person or group must be responsible for posting new content. Remember, don’t update for the sake of it, but ensure you can churn out enough material to keep visitors happy.
  • Comment spam (junk posts) is a major issue in the blogging community. There are ways to combat comment spam, but unfortunately it’s a fact of life on the Internet. Not only will the person responsible for the blog have to post content, they will also need to filter out any inappropriate comments – something that can take time, especially on large, popular blogs.

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