Trevor Cook
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Senior Boarder
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Why blog? - 2006/06/26 12:29
As the expert in residence for the next two weeks, I thought I would start by giving you the main reasons why blogging is good for my business.
My blog, Corporate Engagement http://trevorcook.typepad.com is 28 months old. It has between 600 and 700 Rss and email subscribers and between 150 and 300 unique visitors each day. Over half of these visitors find there way to the blog through search engines.
Basically, blogs are easy to do websites. They are no harder to set-up and post to then sending an email or using Microsoft Word. This ease of use allows you to post often and without using up too much time. That keeps your blog fresh, more like the immediacy of publishing than the staleness of a 'traditional' brochureware site.
Blogs are very search engine friendly. Every post has a separate URL and and the linking behaviour of bloggers also promotes them up the search engine rankings. People (including customers and investors) are more likely to find your blog than your website.
Jackson Wells Morris, the Sydney PR company that I am a Director in, has a feed from the blog on the frontpage of its site. This drives traffic to our website (and to the blog) and helps keep our corporate website http://www.jacksonwells.com.au looking fresh.
So what are the key benefits of blogging for a professional services firm like ours:
- building profile. Blogging is a cheap form of marketing and advertising
- revealing expertise. No imaginable brochure could match the richness of the 1600plus posts on our blog, which give people a real insight (hopefully) into what we do
- networking. Blogging has allowed me to build professional relationships with PR academics, practitioners and students around the world.
There are other benefits, but we'll talk about them over the next two weeks.
I'm going to keep posting but let me know what questions you have and I'll tailor my input accordingly.
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