Thou shalt blog.

 Thou shalt blog or be left behind. Just start blogging and your strategy will evolve and become clear as you go along. It was not so long ago that companies that were fully functional in the offline world were faced with the dilemma of whether to build a website or not. Hard to imagine now in a climate where a company without a website ceases to exist!

I feel the same way about Blogs. They have been a round for over 10 years now in raw form and in their mass functional form a little less. So I think it’s safe to say that any hesitation that you may have had about the longevity of Blogs should be dispelled. Blogs have become an entrenched part of any efficient company’s website and marketing and PR strategy.

There are the purist bloggers who still maintain that the “online diary” is what a blog was, is and always will be. Unfortunately, these kinds of bloggers tend to waffle on about their holidays and arbitrary information without much value to anyone other than loyal friends and family.

In contrast there are company bloggers who add as much random content to their blog without much strategic insight simply because their web team or search marketing team have instructed them to keep a blog and keep it busy. These blogs are simply created for the search engines and although they do have some effect and do offer a few relevant and useful entries from the more dedicated and web savvy employees, they fall short of being a strategic tool.

A Strategic tool is what a blog in the current environment should be. With so many would-be travellers turning to websites like Trip Advisor for added information and affirmation on a company’s authenticity and ability to deliver, a blog is essential in maintaining your company image and personality.

There is no fool-proof blog strategy. Just as there is no fool-proof way of developing the ideal website because there are always so many factors and influences involved. Have some fun with your Blog. Get your employees buy-in – educate them on how to use the software effectively and get their input into how company blogging should be approached. And help them to see their entries referenced by other bloggers and in the search engines and their egos will greatly assist your marketing efforts!