WARNING: Before You Start a Blog READ THIS

You’re on the starting blocks ready power forward into blog creation. You’re all fired up about a blog’s ability to attract prospects to your website and convert them into clients. You understand that a blog can help your website to scale the search engine rankings, and also provide a forum to show what you know and build credibility.

Hold On: It’s a Marathon, Not a Sprint

A blog is powerful, but it’s not a quick fix. Treat it like a marathon, not a sprint. Think through these issues before bounding into the blogosphere.

Choosing a Blogging Platform

There are two ways to produce a blog. You can host it for free on a site like blogspot.com or wordpress.com. These sites tempt you with a cafeteria of free templates as well as tools to get you started quickly.

But there’s a catch. If you set up your blog on one of these sites, you can link back and forth between your blog and your website, but your blog isn’t integrated into your website.

Who cares? Google, Yahoo and Bing. And if they care, you should too.

Your website won’t receive credit for content you create or traffic you draw on a site like blogspot.com. Yes, if you create links from your blog to your website, your site receives some link juice, but that won’t give it a huge boost in the search engine rankings.

The second option is to download a blogging system like WordPress onto your website. You can download it from wordpress.org (note the .org not .com) and then configure it exactly the way you want it to look and work. It will take some time and perhaps some outside expertise to set it up, but it just might be worth it.

Who’s Blogging?

Blogging takes commitment. Studies have shown the more you blog, the more likely you are to generate leads and convert them into clients. So you need a plan for content creation.

You can share the task among staff members. If you do this, make sure bogging doesn’t take away from other tasks that could use their time better.

If your staff cannot keep up with the blogging demands or cannot write engagingly, you can hire a professional writer to craft blog posts. If you decide to hire a blogger, look for someone who can:

Create catchy headlines that arouse curiosity and attract your audience. Remember, you likely will be posting links to your blog from social media sites. You need to motivate people to click through.

Write posts that position your company as a thought leader.

Use keywords skillfully to climb the search engine rankings.

There’s more to think through (like what you’re going to write about!), but choosing the right platform and knowing you have someone who can consistently write for you will propel you in the right direction for the long run.

Need help blogging?  For a free, no-obligation marketing consultation, call Carolyn Frith Marketing at 610-340-0622 or email cfrith@carolynfrith.com.

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