Starting a blog for your business offers many advantages for all types of companies. A blog for your company can help establish a better reputation for your brand, as well as promote awareness of your company. Year external blogHowever, you can achieve that and more. These types of blogs help increase the number of visitors to your website through valuable content marketing and better search engine optimization (SEO).
Before we get too caught up in the benefits of external blogging, let’s take a look at the basics of what actually constitutes an “external business blog.”
External Business Blogs: Defined
An external blog is a content publishing website that is a separate domain from the actual website of a company. When an internal blog is part of a website domain (“http://www.yourbusiness.com/yourblog”), external blogs are their own entity (“http://www.yourblog.com”) .
Business blogs often target a specific niche or topic that relates to the business in some way. Additionally, some external business blogs are even designed to include similar branding elements of the business. There are many ways to start an external blog for your business, but what is really important for almost any type of blog is to have a very different approach that captures the interests of a very specific audience.
Focus on the topic of your blog
Most broad-based blogs that cover many different topics fail to maintain a consistent and loyal following. This signifies the importance of really carve a niche for your blog and really narrow down the overall topic of blog content.
For example, if the law firm is developing a blog for its legal practice, the topic should focus on a specific area of law. In a legal context, this concept could be taken to great extremes, as a business law firm could create a blog dedicated solely to bankruptcy litigation or creditors’ rights law.
The key is to understand the nature of the target audience and the type of content they find value in reading. Before launching any type of blog, take some time to understand who and what the content will emphasize. Does the target audience seem large enough? Can you produce valuable content that generates interest? Does the idea behind the blog offer sustainable value?
A general tip to remember before starting is Always blog with a purpose and only post content that offers value.
Develop goals for your blog
All blogs, both internal and external, must have a goal. One of the most common goals of business blogging is to attract relevant readers (with engaging content) and funnel those readers to your business website. This practice is known as content marketing, and it helps build credibility and trust in a business so that readers will react more positively to viewing the business as a solution to their needs.
Another common goal of external business blogging focuses on search engine optimization practices. The success of an SEO campaign often depends on the popularity and credibility of a website. This is where an external business blog can help.
In SEO, the links that point to a website are like popularity votes. A well-optimized website with quality links leading to its web pages will often be recognized as popular by search engines and therefore deserves a higher ranking. Building links from an external blog is one of the easiest and most effective techniques for generating “link popularity” for SEO and achieving higher rankings in search engine results.
A blog for a company can also serve as a solid tool to create a brand and generate more awareness in the market. This idea coincides with content marketing; however, the difference is having less call to action and more interaction. Unlike marketing-focused blogs that seek to inform and guide readers to take action, branding blogs can be fun places for Internet users while offering creative and enlightening content.
Blog on, buddy
As you blog for your business, don’t be afraid to get creative and enjoy yourself. If you are really passionate about your profession, you will love managing your blog and sharing ideas and information with your readers. Just remember to create your blog with a purpose (and goals) and to keep your content fresh, valuable, and focused on your niche.