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The benefits of a decent business blog go far beyond the SEO perks of adding fresh content to a site, but do you know how to make the most of your business blog?

It’s pretty apparent to anyone that knows me that I’m a huge believer in the value of a blog. Not only do I blog frequently for my company and a number of other industry websites, but I encourage all our new starters to get involved and write for the SEOptimise blog.

For them, it’s great way to start to build a reputation and to join in the wider industry conversation. There are many more benefits and we've recently run a seminar on why businesses should be blogging, so I thought it would be useful to share this online:

Blogging Guide To Business All in all, I’m a fan. Here’s why you should be too:

Why should you blog?

A blog is a way of sharing information, industry news and opinion. It fills your pages with naturally keyword rich content and encourages inbound links, which is SEO gold.

Provided it’s a useful blog, it offers value to visitors and encourages repeat visits. You build your industry reputation and strengthen your online brand.

It allows your company to develop an online personality. You stop just being a brand name and start being a collection of individuals – and it’s much easier for would-be clients to connect with people than with a firm.

A blog builds your corporate credibility – it shows how thoroughly you know your sector. Of course, that’s only if you’re writing decent copy.

I think one of the main benefits of a blog is that allows smaller companies to really box above their weight. Small enterprises can suddenly compete with major brands just by sharing some of their expertise through a blog.

Some advanced benefits of blogging

A simple, successful corporate blog will add real value to a website. However, if you have time and energy to develop one of the leading blogs within your sector, there are some really lucrative marketing benefits.

If you’re a leading industry commentator then you’ll be the person the press approach when they need opinions. It doesn’t matter how niche your sector; if it’s suddenly in the news then journalists will be looking for an expert to explain the issues to their readers and viewers. At the very least, you’re likely to attract the attention of specialist industry press.

An eloquent, informative blog will make you the obvious choice when reporters need an ‘expert’.

You may also be invited to offer articles and opinion to other blogs or online resources, all of which helps spread your brand name and build your reputation. I’ve even been interviewed by the BBC on the benefits of writing a blog.

The dangers of blogging

Corporate blogging is not without its hazards. If you don’t use some basic common sense then you could get your business in hot water.

Although there are many benefits to a company blog, if you do it badly you’d have been better off not doing it at all.

Don’t slander your competitors, don’t write glowing reviews of your own products or services, don’t fill your pages with typos, misspellings and grammatical errors.

These kinds of mistakes damage your brand, meaning your blog could actually end up causing you problems.

One final danger – there’s nothing worse than a blog that’s not been updated in three months. If you find you cannot commit the time, you’d be better off taking the blog down. Otherwise, it will give the impression that you simply cannot be bothered.

Engage in conversations

A blog is about more than writing articles and publishing them – it’s a starting point for conversations.

If people begin to discuss and debate your post, it’s important to get involved. A blog is a social platform, not a newspaper. The conversation has to go two ways and that’s not a chore – it’s another blogging benefit.

Having said that, sometimes it’s worth standing back – use your judgement. If other people are having a good discussion about your post, then comments from the blog’s author might stifle debate.

What kind of content should you create?

If you’re not used to writing, it can be difficult to know where to begin. It’s important to write short, accessible paragraphs and break up your comments with sub-headers and bullet points.

As a rule, lists of tips, ‘top tens’ and advice go down well. Articles that will obviously contain useful information will be shared.

Some people worry that their sector is simply to niche to justify a blog but actually, this can make a blog even more useful, because there’s likely to be very little online information elsewhere. True, if you’re writing a blog for a national house cleaning company, you’re probably never going to get an enormous audience.

However, you’re going to get a lot of attention from house proud people with high disposable incomes and very little spare time. Consider your target audience and write with them in mind.

Seek practical advice

Take a look at our blogging white paper (PDF link) for some tips on writing for the web and some practical advice on writing with search engines in mind.

I believe the most important thing to remember is that you’re writing for readers. There’s no point throwing useless, badly written articles onto your site just in the hopes it will help your SEO. To attract inbound links, to get people talking about your posts, to encourage people to tweet about your comments, you need valuable articles.

Kevin Gibbons

Published 30 March, 2010 by Kevin Gibbons

Kevin Gibbons is UK Managing Director at digital marketing agency BlueGlass. He is also known as an SEO speaker and can be found on Twitter and Google+.

102 more posts from this author

Comments (13)

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Thank you for the valuable information to keep in mind. I am a beginning blogger and need education on how to blog correctly. Thanks again!

over 6 years ago



Nice Article..... the new blogger will be benefited from it!!

over 6 years ago


Allen Bonde

Great post!  Having launched a couple of business blogs, I totally agree with your comment that 'A blog is a social platform, not a newspaper.'  Good content alone does not make a good blog.  Good content that people READ, and discuss, and comment on makes a good blog.  It also requires a LOT of attention, both in terms of fresh content AND recruiting readers and building a good blog-roll.

Your readers may find my lastest blog post on this topic of interest: http://abonde.typepad.com/blog/, in which I share some more experiences from my CMO days and launching our blog.  I also look at some CRM vendors to see if they are 'walking the walk' in terms of their corp blogs.



over 6 years ago


Rahman Mehraby

Interesting insight into the importance of business blogging. I cannot consider any online business without a blog anymore.

One very vital benefit of blogging is to create a channel to interact with the people interested in the topic of our sites.

It will be very crucial to do this professionally and make the most of the opportunity to take the business to the upper level.

over 6 years ago

Zoe Sands

Zoe Sands, Head of Digital at Juniper Networks

Nice article with some simple pointers on getting started. Thanks for sharing your expertise. I think the most important point highlighted is that you have to spend time developing your blog and keeping it alive in order for this to be a valuable business tool, so many organisations don't keep their blogs up to date.

over 6 years ago


Ronique Gibson

Thanks for the advice! My most important thing I learned was making a reason why people want to check back with your blog. If you just read an article, and that's it - you probably won't get repeat traffic. If you can provide content, that leads to links, that lead to pictures, etc.. now your site is a hub for info.  My traffic has boosted because I now try to make every blog post have great info, but lead you to somewhere else as well!

over 6 years ago


business tips

Many people do not realise the potential of a blog but as you say its advantages are much more then SEO.

Thanks for the article, it is really helpful and it will help a lot of people.

over 6 years ago


kriti Jaising

Hi Kevins,

Excellent blog. Every idea and information you mentioned is extremely vital and relevant to have a successful company blog. i have started writing blogs for my company. I'm surely going to apply your ideas.

Besides writing a good blog, I believe promoting the blog is also equally important, how to drive traffic to your blog. According to my understanding the blog link can be promoted on the home page of your website, as a tweet on the twitter account, news information on company linked account.  What are the platforms to promote a company blog to increase readership. I would appreciate if you touch on this topic in your next blog.

over 6 years ago


Name Tags

I am certainly no stranger to reading blogs, but up until now I have seen no interest in doing my own. The more I talk with people, the more I am being led to believe that Blogging really is a viable way to further my business. A friend sent me to your page, and I'm glad she did!

over 6 years ago


Internet Marketing Reviews

Blogging is about thought leadership. The best blogs are at the cutting edge of practical developments in their field. Thought leadership means providing new information all the time - i.e. being at the frontiers of practical knowledge developments in a field. This means being original and interesting. Top blogs attract people because everyone likes news - new developments - expressed in a digestible and applicable form.

over 6 years ago


Brett Widmann

Blogging in a very important part of maintaining a good clientel base and reaching new possible clients. Thanks for sharing.

almost 6 years ago



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