You hear it all the time. “You should have a blog”….
You think you need a blog but you have no idea why. What are blogs anyway? What is the purpose? How is a blog different than a website? Do I need a blog philosophy?
What is a Blog?
Blogs are a type of website with regular entries of commentary, descriptions of events, text, graphics, video or links to other blogs, web pages and other related media. Unlike a website, a blog enables the reader to leave interactive comments after each entry.
Why do I want a Blog?
The most important reason to blog is to create a relationship with your customer.
What is a Blog versus Website?
How should your blog differ from your website? Your blog is about creating a relationship with your customer. It is “pull” marketing or publicity. Your blog reflects opinion, personality, individual viewpoints etc. Your website is an example of “push” marketing, meaning direct response, offers and promotions. It is corporate information. Your website is factual. For example, while your website will contain press releases, your blog will contain commentary on announcements. If you host an event, your website will include facts about the event and registration information. The blog will include photos and stories from the event.
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A blog can be used to get interactive with your customer, to raise awareness of topics related to corporate goals and to assist in closing sales. From a public relations perspective your blog can be used to deal with disasters and build the reputation of the company. Regardless of your blog philosophy, the blog should always be focused on your customer and talking to their needs, wants and desires. It is a dialog.
