Blogging is no longer an up-and-coming marketing tool. Instead it is a thriving marketing tool that many businesses can't afford to ignore. Company blogs get you out there in front of your customers and allow you to build a relationship with them, and they do it for little to no money.
Before you jump on the blogging bandwagon just yet, there is one important aspect of the blogging process that you need to consider ?time. Blogging is a long-term investment, so if you don't have any time what so ever to commit to it, then don't do it. Starting a blog and then letting it fall by the wayside is far worse for your marketing efforts than not starting one at all.
So if you've considered the time issue and still want to proceed, then here's how you do it. First and foremost you're going to have to pick a blog host. The two most popular are Blogger and TypePad. You can also look at providers like WordPress, BlogDrive, Mindsay, etc. Most are just templates with easy publishing that doesn't require much tech-savvy. Don't spend a ton of time considering all of the different options. In the end it really doesn't matter all that much.
Now that you have a provider, it's time to play around with the design. Look at the design of other blogs and get ideas from them. Decide what works and what doesn't and go from there. Don't be afraid to go with your gut on this one. You may not always know why something looks good, but you know that it's aesthetically pleasing, and at this point that's really all that matters. If you feel comfortable and knowledgeable enough you can always go back and get a little more technical with your design after you've been blogging for a while.
Now you need to start writing, and you need to do it right away. Don't worry about writing Pulitzer Prize material because at this point no one is reading your blog anyway. So dive in and continue to post (it shouldn't be too difficult, blogging can become a little addictive). Right now this is just practice to get you familiar with the program and get you in the routine of blogging regularly. If you happen to accidentally write something really good, you can repost it later when people have actually started reading.
With a little bit of practice under your belt, you can now publish the URL to your Web site and start building a blogging circle. Leave comments on other blogs (include the URL to your blog) and email bloggers in your industry. Start to build relationships with them and link to their content when applicable. It takes a while to garner a readership, so don't let the lack of an audience cause you to give up. Sooner or later they'll come.
If you want to keep your readers coming back time and time again, then you need to put yourself in their shoes. As hard as it is to hear, your company blog is not about you. It's not about your products. And it's not about your advertisers and investors or potential advertisers and investors. It's about your readers, so write from their point-of-view. Provide them with content that interests them and will help them. If your company manufactures auto parts, then write a blog about cars and vehicle repair. If you're consistently providing your readers with good and useful content, then they won't mind if you occasionally mention your own products. Just don't turn your blog into one big advertisement.
By starting a company blog, you'll be able to reach countless customers who otherwise never would have heard of you, show that you care through useful content, and expose your name, products and services to the vast Internet community.
