Читать книгу The Small Business Guide to Online Marketing - Lola Bailey - Страница 32

Search engines love blogs. By posting high quality content and posting frequently, you will soon acquire a large amount of content that is rich in keywords. As a result, you will find your site becoming more prominent in online searches.

It encourages dialogue. Blogs are unlike standard websites, press releases or product brochures, in that they allow people to publicly respond. If you find some content on another blog particularly useful, for example, you will be able to leave a comment to that effect and usually with a link back to your own site. If your customers leave some feedback on your blog, you will have an opportunity to demonstrate your responsiveness to them, and establish a deeper connection.

Blogs allow you to continually showcase your expertise. Whatever it is that your small business does, you can blog about it passionately and often, demonstrating your authority in the field at the same time. This can allow your customers and potential customers to see you as something of an expert.

It can help you get media coverage. Journalists increasingly use blogs as a source of news stories. If you post sufficient high-quality content often enough, sooner or later you will come into the radar of a journalist looking for your opinion or comment on an issue.

It sharpens your thinking and helps you stay informed. The pressure to produce content often, and of a consistently high quality, will lead you towards thinking more deeply about your topics, and educating yourself further on those topics. To write well you have to read extensively – and allowing yourself to become out of date is not an option!

It gives you a dynamic platform to convey information about your company. Let’s be honest – the traditional press release is, well, traditional. Do people still read press releases? We are now living in ‘Generation Internet’, a generation that wants to interact, share, be responded to, and be entertained.

It is a versatile medium. Your blog can be used to convey news, information, recall products, demonstrate a product, run a survey or poll, and much more.