The Web log – or Blog – is the most common and powerful tool in building a company’s or person’s online presence.
The concept is simple: Content that is written and posted frequently – and which employs proven key words relevant to the client’s business, industry or category – helps push the site higher among search engine results.
Effective blogging requires at least weekly updates to ensure the site stays high and relevant among top search engines. Blogs don’t have to be new content, but to be effective, it should be the first time the content has been posted online. Examples of content “repurposed” for the blog can include speeches, press releases, articles or other written material.
Blogging serves several important purposes. Blogging…
… Feeds the site fresh, recurring content, that ideally includes keywords and phrases that prospects and the media will be searching for via Google, Yahoo, Bing and other engines.
… Establishes the blogger (generally someone within the company or firm) as an expert in the field or industry.
… Provides longevity of content, that reveals the duration of the company’s, firm’s or expert’s history in the industry or category.
A key component to blogging: It’s not about the blogger, it’s about the reader.
Good blogs don’t speak about the company, firm or expert. They cover topics of interest, generally a topic of great interest at the moment (meaning, it’s currently being searched by consumers). An astute blogger wants readers to take away that the blogger knows the industry and that the site is a valued, trusted resource.
THIS brings readers back, or encourages them to contact the organization.
Boardroom Communications works with every appropriate client to design, launch, write-for and maintain its blog. Managing client blogs from beginning to end ensures the content remains relevant, on-topic and in the same voice as all the other client content. We schedule client meetings, discussions and reminders to explore pertinent topics. We even select the art (if appropriate), submit for client review, and post to the blogging application or content management service.
The result for our clients is a near-effortless creation of a blog that positions the company as the leader in its specific category or specialty area. This boosts the site’s relevance among search consumers, and propels its higher in the search rankings. In the end, the company or executive enjoys a halo of expertise among its industry, peers and the greater Internet community.
Have a question? Contact us today! 954-370-8999.