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Christine Banning, SCORE
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Before you launch a business blog, there are a few questions you need to ask yourself.
- Why do you want to start a blog?
Is it to drive traffic back to your Web site? Increase buzz around a new product or service? Create brand recognition? To be viewed as an expert in your field? Remember, a blog is a tool to facilitate a set of business objectives. Pinpointing your main goals will make your blog more effective.
- How often can you guarantee that your blog will be updated?
The quickest way to loose credibility in the blogsphere is to update infrequently or inconsistently. It’s better to start out with a few set days and times (ex. Tuesdays and Thursdays at 8:00 am) and then slowly increase your publication schedule. The more frequently you publish, the higher your search engine rankings.
- Who will contribute to your blog?
Is it only you? Or your team? Maybe, guest columnists? If it’s more than just you, make sure to have a set schedule so that everyone knows what is expected of them. There are numerous ways to be creative if you don’t have a lot of bloggers, but again, the key is consistency.
- What blogging platform will you use?
Will you self-host? Do you want to customize the CSS? Do you want to map the blog to your business’ domain? Are there any special features or widgets you want to be able to add to the blog? All of these questions are important to help you find the best blog provider for your needs.
Now that you’ve answered these questions and have gotten your blog up and running, it’s time to focus on content.