Used correctly, a blog is arguably one of the most powerful weapons in an internet marketer’s arsenal – offering an effective vehicle through which to engage current and potential clients with fresh, rich content. Plus these days, everybody and their Auntie have access to a blogging platform.

But is it worth blogging?

Following recent changes by Google, your company’s ranking position depends evermore on how visitors (and Google) view the relevance of your web content and blogging is considered a key method for getting this across to them. As with any marketing platform, misuse inevitably dilutes your message and could even damage your brand’s reputation.

If you’re new to the world of blogging or have previously delved into the murky world of permalinks and RSS feeds with little in the way of discernable success – it’s worth remembering that, as with every marketing discipline, there are certain guidelines which should be adhered to.

In this article we’ll examine some essential business blogging basics to help you on your way.

Demonstrate Your Expertise

Blogging provides an effective platform for demonstrating expertise in your field. For example, a series of articles aimed at helping customers make an informed buying decision will not only show you as trustworthy, it will also indicate you know your stuff. Other ideas might include reporting on noteworthy developments in the industry or to promote brand awareness by letting others know what’s going on in your company.

Engage With Customers

From RSS feeds and Twitter plug-ins to Facebook and YouTube integration – blogging is now a truly universal activity. In other words, there is no longer any excuse not to actively engage readers and customers via your blog. Solicit commentary by inviting reader opinion, or post rich-media content that sparks conversation – there are many creative ways through which to get others involved.

Achieve SEO Success

The ability to build qualified inbound links is one of blogging’s greatest strengths. A well-written, content rich and informative blog encourages others to share, which in turn not only helps directly drive traffic but also improves your search engine rankings. Outbound links are also important, so don’t be afraid to post links to quality and relevant external content.

Be Committed, Be Creative

Work out a content schedule and commit the resources to fulfil it. A regular flow of well planned content – from a variety of sources – will give readers a good reason to return after the first visit. While short term benefits are real, think of it as a long term strategy where building relationships is the name of the game.

Lastly, don’t be afraid to experiment. There is no holy grail when it comes to blogging strategy, and differing combinations will reward varying levels of success dependant on both the quality of your content and type of business. If you need some expert advice to help you get your blog up and running, please give us a call on 08450 740 068 or or contact us.