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<\/p>\nA business blog is an essential component of an inbound marketing campaign. The purpose of a business blog is to publish thought leadership content in order to be viewed as an expert and increase traffic to a website. Blog posts should answer the questions that target audience members may have and provide them with information that can help guide their purchase decisions. As important as a business blog is, many companies just don\u2019t invest the time or resources necessary to create a robust business blogging presence. Like any other marketing tactic, business blogging requires a strategy. The strategy may evolve over time, but without a strategy in place from the get go the business blog will likely falter.<\/p>\n
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As a part of a business blog strategy, here are 5 important questions to consider:<\/strong><\/p>\n Who \u201cowns\u201d the blog?<\/strong> Who will write for the blog?<\/strong> What content is most likely to be shared?<\/strong>
\nObviously the company owns the blog, but this is meant in the sense of whose responsibility it is to determine what content the blog needs and schedule and publish blog content. Ideally, this person or team will develop a content calendar to keep things organized and ensure that blog work is being done. This needs to be a prominent part of a job description. If nobody \u201cowns\u201d the blog and it\u2019s just one added duty on top of many others the blog will become an afterthought.<\/p>\n
\nThis may be the person or team who \u201cowns\u201d the blog, but it might not be. It\u2019s recommended that prominent figures within the company publish blog posts on a regular basis. If they aren\u2019t comfortable writing, they can always work with a ghostwriter. The next best thing is to include interviews of these prominent figures. It puts a face and a personality to a name, which establishes trust.<\/p>\n
\nPublishing blog posts to keep a website fresh and active and to generate long tail inbound traffic is important, but if you want to get the most out of your posts they should be \u201cshareable\u201d in order to gain natural inbound links and social signals. It\u2019s a given that posts should be well written, interesting, and free of spelling errors but what else generates a share? It\u2019s important to keep in mind that people browsing the web are looking for quick information. Blog posts aren\u2019t research papers. A post that is easy to scan and includes lists, bullet points, etc. is typically more likely to be read and shared.<\/p>\n