I think that blogs are a great opportunity for inexpensive exposure.
Blogs currently exist primarily as a personal means of expression while in the business space press releases are considered the equivalent. In the corporate world, there is room for both press releases and blogs as means for information distribution – each has its own purpose and audience.
Blogs have gained popularity in the corporate environment for several reasons:
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Relatability: The informal style of blog writing is easier to follow and can relate individual or corporate personality to the reader.
Quick Distribution: Less formal than press releases, blogs can be short and written in a more natural voice and therefore published quickly (might also want to add that the topics can be broader in scope than press releases)
Pursual: Because of the unique topics that can be covered outside of normal information distribution, it becomes easier to develop a regular readership
Expertise: Used in a specific industry can establish expertise and differentiation.
Search Engine Optimization: Search engine rankings are improved by regular website updates. Blogs allow you an easy method to provide short, quick, keyword-loaded content to your site.
Trend: Blogs are trendy – they're discussed in the news and quickly going mainstream; businesses can develop a Blog to appear innovative and forward thinking.
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No matter the size of the business, blogging should be taken as a serious route for information distribution, publicity and SEO. Therefore, the development of any corporate blogging strategy should include the mission and guidelines of each blog.
What subjects should your blogging strategy cover?
Branding - does it look professional and promote your brand.
Structure - how will it be integrated into your current marketing
Blog subjects - does it accomplish your business goals
Guidelines - whether you or others do it, set guidelines
Voice and language - how do you want to come accross
I have taught classes at the Tri-C
Key Entrepreneur Development Center and below is a link to some instructional videos we did for them:
Three videos on blogging, podcasts and rss.
Hope that helps. Most important thing - if doing for business, have a goal, have a plan and do it well. People are reading.
