+1 212 318 2000
Europe, Middle East, & Africa
+44 20 7330 7500
+65 6212 1000
Adding a blog to your company’s Web site is a great way to bolster your online marketing effectiveness. However, you should put aside dreams of directly building a broad readership and instead make other bloggers your primary intended audience. Your target customers are more likely to read and value the opinion of a third party than to hang on every word posted to your company blog. So an influential blogger citing your wisdom on a germane topic greatly multiplies the value of your original posting.
The blogosphere is built on that kind of conversation. To gain daily inspiration to write, bloggers read other blogs that focus on their area of interest. Job one is to determine who your industry’s key influencers are and then to make insightful comments on and about their blog postings. What blogs do you turn to? And which blogs do they cite? Your list begins.
Another consideration is that blogging to bloggers can have a profoundly positive impact on search engine ratings. Two foundations of search engine optimization are that search engines value page content that changes regularly more highly than content that doesn’t, and they rate a Web site’s importance largely by what other "important" pages reference it.
A blog is nothing if not the easiest way to publish regular updates to a key page on your Web site; such continual change alone automatically boosts search engine rankings. If the changes also attract bloggers’ attention, you win twice.
The real trick, of course, is mastering the ability to engage influential bloggers in conversation. Self-serving promotion raises red flags. Instead, post an insightful comment about one of their own postings, giving them food for thought—and grist for the mill that will be their next blog posting. That’s the ultimate win-win scenario.
Senior Vice President, Global Client Services
San Juan Capistrano, CA
Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.
To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.