While many managers and executives like the idea of blogging and recognize its value, the reality is that they often lose steam when it comes to implementing a blog.
But getting started is not as daunting as one might think. “No matter what field you are in, you have valuable information and expertise that can—and should—be shared with others,” says Paul Floyd, owner of Blue Frog Web Design. “Even ideas or topics you feel are very basic can educate other people who are new to your field or product line.”
Think about the things that helped you accomplish a task or gain an understanding, and share that with others. “The more helpful your blogs are and the more trust you build with your website visitors, the better the page rank you receive from the major search engines,” Floyd says. People who use social media are likely to share the link with others if they think it is valuable, and this is what draws people to your site.
Establish a schedule that can be kept and stick to it, advises Floyd. If you can produce a new blog post once a week or twice a month, you will be heading in the right direction. Here are some tips for creating an effective blog:
1. Know and understand your target audience. Learn what they care about, and speak their language.
2. Share success stories. Has your company designed a revolutionary way of doing things? Have you started a successful initiative or pilot program? Tell your story.
3. Engage readers. Make the story compelling enough that people will want to return to your site.
4. Don’t go it alone. Partner with the executive team for content and arrange for someone to review your copy. The last thing you want to do is post a story with typos and factual errors.
5. Know your limits. If your company is publicly owned, be cognizant of compliance issues. Don’t send or post information that might be construed as providing preferential access to information, as it may influence the markets if the information has not been publicly released.
“Never underestimate the power and the reach of blogging,” Floyd says. It is one of the most powerful forms of marketing and advertising available to drive visitors to your site.