For many companies, posting a regular blog with informative up to the minute content is a daunting task. This is especially so for small to medium sized business who may not have the resources at hand to blog effectively and consistently.
Sound familiar? If it is simply inspiration that you need then read this blog post about banishing blog writer’s fatigue. But if the thought of adding a blog to your corporate marketing arsenal makes your blood run cold, don’t despair: there are other ways that you can take advantage of the blogosphere with out having to.
Blogs are a great way to keep abreast of what is going on in your industry, to learn from luminaries, peers and prospective clients as well as to keep ahead of your competitors. Use tools like Technorati to find and follow blogs that pertain to your market. If you are using blogs for this purpose, it is a good idea to bookmark or use and RSS feed reader (like Google reader) to keep track of the ones you like and to share them with others in your company.
Links are like gold on the Internet, the more your site has leading back to it, the better and this is even more the case if links come from high ranking blogs. When posting comments on blogs, always make sure they are relevant and add value in relation to the post. In addition to the link love, posting comments on blogs can help you establish a relationship with the blogger or company whose post you comment on (particularly handy if you would like to do business with this company) and can spread brand awareness from the blog’s readers.
Blog PR or as it is sometimes called, blog outreach, is another way you can use blogs without having to have one. Popular blogs often get many thousands of visitors every day. Imagine the traffic that would bring to your site if the blog were to mention and link back to your page. Blog PR is all about enticing the rock star bloggers in your industry to blog about you, your product, service or unique story. Bloggers, like journalists with traditional PR, are on the receiving end of many attempts to get publicity every day so your message has to stand out from the crowd in order to get any attention. To be successful with blog PR you have to be highly targeted and creative.
Blog technology is very versatile. Just because you don’t want the exposure an external blog might bring doesn’t mean you shouldn’t take advantage of blogs in house to disseminate information. By doing so you might discover that you do indeed have the talent or resources within the organisation to make an external blog possible. Read our post from last September to learn more about internal blog uses.
Blogging is often the backbone of a social media strategy but, to be successful, you don’t need to have your own blog. In fact, if blogging isn’t right for your company then embarking on a blog and then abandoning it can be really damaging. Instead, consider the options above in order to take advantage of blogs to build your online presence.