Blogging For Business 101: A Website Or A Blog

Blogging for business

I was invited to speak a marketing event about why starting a blog is good for your business. I decided to create this blogging for business 101 presentation and also include it here on my site so also you can get the tips – see at the bottom of this post.

Social media and blogging is a marketing buzz word these years. Most companies just want to have it, but don’t have a bigger idea of what they want to use social media and blogging for, or not even how they want to do it or even why they want to get involved. So it is important to dig deeper into the buzz word and figure out what blogging is, realize that it takes a lot of effort and doesn’t give instant results, set the right goals and targets, find correct people that can not only create the strategy but also implement it by using the latest tactics and tools. First thing to discuss is actually what the value is of having a blog and what the difference is between a blog and a website. A blog is a flexible space where you can publish long-form content and reach an audience for your products and services. Social media has many limitations in terms of format, length and ownership but the blog you completely own and control.

Should I stay or should I go?

So the question is how do you work if you have them both? “Should I integrate my blog into my existing website or should I get a new domain name for it?” is a frequently asked question when people who already have a website want to start a blog as well.  The choice is between whether to include the blog within the existing website (for example yoursite.com/blog) or to keep it separated and create a new domain name for it (i.e. yourblog.com). It is a very important decision to make and a good question to ask yourself, but there is no right or wrong answer really. It all ultimately depends on what goals you have with the blog and the website and what you want to achieve. Take your time and look a bit deeper into the two options:

Keeping the blog alongside the website on your existing domain name is the most integrated approach. They both will look and feel like one site and in terms of branding it will be the most consistent approach. If your blog is well integrated within the rest of your website, the content would be a good way to attract interest to your products and services. Having a blog that is regularly updated with quality content and that has people sharing the articles via social media can be a very positive influence to your organic search engine rankings and will help your website rank for targeted keywords. This will indirectly help get more attention and visitors to your site and to your products.

Domain name is one of the most powerful factors in getting organic traffic from search engines. If your existing website has no keywords in its domain name (for example if it is companyname.com), it is worth looking into getting a keyword rich and descriptive domain name. This will help establish the site in search engine results for relevant keywords. This way you would have a better chance of ranking for important keywords that you may not be able to with your main website.

Having a stand-alone blog could lead to you building a good informational source of content for your specific topic with a different branding than your main site and more editorial freedom. This could lead to more opportunities for you, like selling advertising. It would be harder to sell ads on your company website, while on a popular blog it is a very natural thing to do.

To help you make a decision it is important to understand how blogging software like WordPress can be integrated into your existing website CMS. How easy is it to integrate them? Can the design be same on both to provide a better user experience? Answers to integration questions like these might show you what your best option is.

This is my presentation. Make sure not only to walk through these slides and then forget it. That is not the right approach. Walk through the slides, take notes, write down the ideas that you want to explore. Then do go and explore these new ideas. Implement them on your own site, see how they work for you, see if you can learn something from it, see if your site and your processes do get improved by using them, see if there is something else that you can learn. That is the key to blogging. Be constantly on the look out for new ideas and constantly experiment with them to see what works and what doesn’t.