In Step 8 of the Online Marketing Road Map, we explore blogging as another means to provide a direct link to your customers adding one more powerful tool in your online marketing arsenal. In four (4) parts we’ll delve into the art of blogging, first discussing what it is and how it works in online marketing, then moving into how you can use it as a part of your overall internet marketing mix. Next, we’ll uncover the ways you can get started with blogging and outline the steps you should take to get blog posts published, even if you aren’t a writer, and finally, we’ll discuss how to integrate blogging into your overall online marketing strategy in a way that makes sense and brings more traffic to your other web properties.
In its simplest form, blogging is online writing that provides regularly updated content to a digital audience. The word “blog” is a shortened version of “weblog” and harkens to blogs’ early days of logging people’s thoughts on The Web. Blogging as an art form has evolved, and most people probably can’t tell the difference between a blog post and a mainstream media news story, if the content and information look good enough.
For businesses and web entrepreneurs, having and maintaining a blog is an excellent way to position yourself as a thought-leader in your field. This works because blog posts over time, present you to the world as an authority on your topic, since longevity and providing useful information still rank high for getting found in the top search results. But most companies and small businesses don’t know where to get started with blogging, or they’ve tried it in the past, threw something on the web to see what stuck, and were disappointed at the results. What makes or breaks a successful online marketing strategy that uses blogging is planning. Having a clear plan and marketing message promoted through a series of thoughtful posts can make the difference as to whether you’re found on page 1 or page 10 of the top search results for your brand.
In Part 2 of this step we’ll move into how you can use blogging as a part of your overall internet marketing mix, and later we’ll break down how you can get started blogging on your own, or hire someone to do it for you.
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