1. Find a practical purpose for starting a blog. There are many reasons why companies would benefit from starting and publishing a blog. Some might use blog software as a content management system for an online newsroom or to archive newsletters to the web.
Other blog applications include: aggregating industry news, publishing ongoing product development information, improving customer relations, building thought leadership or improving online marketing and sales. Identifying a specific business goal that can be facilitated by the creation, publishing and promotion of blog content should be the first step.
Whether the goal is to better connect with existing customers and reduce support costs or to attract more media coverage to improve industry reputation, there should be a specific business goal for the blog. Search engine optimization (SEO) can be used to further that objective through improved search visibility.
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