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Businesses are Asking:
To Blog or Not to Blog?
That’s the question lots of
people are asking – and the answers are as varied as all the
blogs out there in cyberspace.
Oh, and in case you don’t know what blogs are, they’re web logs
that are updated regularly, sometimes daily, kind of like an
online diary. Even if you’re aware of blogs, you may have
thought they were reserved for your teenage daughter…but think
again!
Millions and millions
Blogs are growing like … well … blogs. Literally hundreds of
corporations now have their own blogs. If you’re thinking names
like Microsoft, Cisco, Sun Microsystems and IBM, you’re right.
But add to that some surprising bloggers, including Boeing, P.R.
firms Hill & Knowlton and Burson-Marsteller, Stone Creek Coffee
Roasters and even a Savile Row Tailor, Thomas Mahon, and you’ll
get an idea of just how big the idea of creating on-line logs
has become.
In fact, there are more than 9 million blogs out there,
with 40,000 new ones popping up each day. Admittedly, some are
just plain silly (and not just those teenage girls). But even
assuming that 99.9% aren’t worth reading, that leaves at least
40 new ones – every single day – that could be talking to your
customers or engaging your employees.
So, what does it all mean for business?
Blogs have evolved into the latest approach to web content.
Whether blogging is a here-today, gone-tomorrow fad or proves to
be a new way to communicate with customers – either existing or
potential – remains to be seen, but it deserves at least a
closer examination.
Many companies under pressure to keep website content fresh and
attractive think blogs are the answer. Innovative content is
becoming a must for online businesses, both to be found by
search engines and to give visitors a reason to return (and to
buy).
Business blogs let companies give customers industry news and
tell them how their products can be beneficial. And the fact
that copy is updated daily increases the chances that search
engines will find your site.
Ready to jump on the
bandwagon?
If you decide to use a blog for your business, you must set
a schedule and stick to it. Tell your readers what to expect and
when to expect it. Blogs can direct attention to areas of your
business that you want to showcase. You manage the content, but
let your readers and customers guide you.
Blogs may or may not be for you, but you can’t afford to ignore
them, because they’re changing how businesses communicate.
Deciding to blog or not to blog is undoubtedly your decision,
but keep in mind that ideas circulate at warp speed and
customers are always out there, sniffing around for deals. And
thousands of companies are looking at ways to collect ideas from
blogs, dust ads into them, and even determine what their
competitors are up to.
Whatever you do, have fun and good luck!
Allison Nazarian is president and chief copywriter of Get
It In Writing, a Florida-based company that helps businesses
nationwide harness the power of words to sell, inform and
publicize. Allison can be reached at 561-989-8555 or
anazarian@getitinwriting.biz.
Copyright© Get It In Writing, Inc. May be reprinted without
permission of Get It In Writing, Inc and Allison Nazarian if in
full, unchanged format and with complete attribution to author.
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