benefits of starting a corporate blog by womentrip2012


Everyone else is doing it, so why can't I? logging can do wonders when it comes to ensuring success on the World Wide Web.

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									                                              Chapter 03 - Page 01 - Nov 2006

In this, the third chapter in our 15-part eMarketing 101
series, we'll be looking at the most common form of Social
Media… Blogging. Working in synergy with a range of
eMarketing services, blogging can do wonders when it comes
to ensuring success on the World Wide Web.

 Chapter 3 - Blogging
                 Everyone else is doing it, so why can't I?

In Chapter 1 of the eMarketing 101 series we presented an overview of eMarketing,
its importance and the benefits of eMarketing over traditional marketing methods.
We then looked at the weapons an eMarketer has in their arsenal in Chapter 2. This
week we take a look at the most common form of social media – blogging.

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                                                Chapter 03 - Page 02 - Nov 2006

Social Media

The Internet and the software which has been developed to run on it have made it
extremely easy for anyone to publish content and have it accessible to millions of
people. In effect, consumers have been given a voice to air their views to a massive
audience. Something which before the Internet, they could never have done.

In recent years one of the biggest examples of this has been the massive growth of
weblogs (blogs), wiki's, podcasts, vlogs and moblogs - together they form what
is loosely known as social media; the ability for anyone to publish almost any content
without the typical costs and hindrances associated with traditional media.

This new publishing freedom has resulted in an explosion of new content. However
the term social media, or citizen journalism as it is sometimes called, may be a
misnomer as many companies can do it as well!

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                                                   Chapter 03 - Page 03 - Nov 2006

What is Blogging?

Blogging is currently the most common form of social media, in fact as of October
2006, about 100 000 new weblogs are being created each day - that's more than the
number of books published in the US each year!

The word blog is derived from the term "weblog" which was coined by Jorn Barger
in 1997. We started using blog over weblog when Peter Merholz broke the word weblog
into the phrase "we blog" in the sidebar of his weblog in 1999.

A blog is essentially a website typically driven by a content management system
which features articles (blog posts) and comments on the blog posts. They come in
all shapes and forms - from personal diaries shared with friends and family, to arms
of political campaigns, media programs and updates on current affairs. They also
range in scale from the writings of one blogger, to the collaboration of a large community
of writers.

The world of blogs, bloggers and blog posts is commonly known as the blogosphere
which has evolved rapidly since its inception. Blogs have given consumers and
companies a voice and blogging has opened up a world of information sharing

Blogs are not a fad that will lose popularity any time soon - they are here to stay and
companies who want to be taken seriously by their consumers need to consider the
benefits of starting a corporate blog or at the very least listen to what is being
said about them in the blogosphere.

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                                                   Chapter 03 - Page 04 - Nov 2006

Blogging and RSS

Pioneered by Dave Winer, RSS (Really Simple Syndication) has taken blogging to
a whole new level. An RSS feed is an XML (eXtensible Markup Language) file
automatically generated by a blog or indeed almost any website or Internet
service. Users are then able to "syndicate" or subscribe to this feed using a feed
reader or aggregator. When a new post is available, the reader fetches its contents
and puts the headings and usually some or all of the content of the post into your
reader or directly onto another blog. When a blog is updated, its RSS feed is as well
so information spreads very quickly and automatically.

In layman's terms, RSS eliminates the need for the user to constantly check a site
or blog to see if it has been updated. Their feedreader automatically does this for
them and presents fresh information as it becomes available. This means that
a user can constantly monitor potentially hundreds or even thousands of blogs and
websites without having to spend the time visiting each one to check for fresh content.
Some examples of feed readers include FeedDemon, Newsgator and RSS Bandit.

Understanding the subject of blogging is made far easier when one immerses oneself
in it, so set up a feed reader and get to it. You'll soon lose yourself in this fascinating
world of content sharing and strong opinions.

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                                                   Chapter 03 - Page 05 - Nov 2006

Better Blogging

By October 2006, Technorati, a blog tracking engine, registered 57 Million blogs
tracked. They also acknowledged a consistent pattern whereby the number of blogs
doubles every 236 days. However despite the massive growth of blogs, most do not
make it past 3 months. According to Technorati, only 55 percent of bloggers are
still posting 3 months after starting the blog with very few in comparison updating
their blogs weekly or more.

Whether one is starting a blog for personal or corporate marketing purposes, there
is no guarantee that anyone will ever find it. In order to ensure a blog's success
it needs to be marketed. Here is a list of suggestions on how to go about doing

Search engine optimisation: By ensuring that your blog is search engine friendly,
search engines can be a major source of traffic. It is important that your chosen
keywords are used in your blog headings, content and meta tags and that the
search engines are able to spider all aspects of your blog.

Comments and trackbacks: By treating the blogosphere as a series of ongoing
conversations and actively being a part of these conversations through comments
and trackbacks, other bloggers will get to know you, link to your blog and a gradual
stream of visitors will result.

List your blog in blog directories: Similar to search engines, directories are human
edited and managed. Although the traffic volume is not as massive as search engines,
many users do visit directories and this could be a great place for them to find out
about your blog.

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                                                 Chapter 03 - Page 06 - Nov 2006

Better Blogging (cont...)

Ping web services with your updated content: Sites like ping-o-matic and
FeedShark offer a service whereby they ping multiple web services, blog directories
and search engines to let them know that your blog has fresh content

Content - know your audience: Your blog posts must be interesting and useful to
your readers. Develop your unique voice and don't be afraid to post things others will
not agree with.

Frequency: The regularity of posts is important, as there is a direct correlation to
blog repeat visitors and the number of times it's updated. Post 3-5 times per week
at a minimum. Web sites and blogs that are updated often get spidered by Google
more frequently.

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                                                 Chapter 03 - Page 07 - Nov 2006

A Holistic Approach

Blogging works in synergy with other eMarketing services, once again proving that
a holistic approach is vital to ensure success on the World Wide Web.

Blogs and SEO
You've heard it a million times... Content is king! Because search engines love
fresh, relevant content, blogs are a great way to give them exactly this. Essentially
by writing one post a day, a blog allows you to add a fresh page of content to your
website each day. The nature of blogs also makes them an excellent source of links
to your website. Provided your content is engaging, other bloggers will link to it
and search engines view these links as popularity votes thereby assisting in improving
your rankings.

It is important however that the blog is set up to be as search engine friendly as
possible. Start by ensuring that all blog posts are assigned a unique page which
is easily indexable by the search engines. This can be achieved by ensuring that each
page has a link to it which the search engines can find and follow. Pages must be
tagged with keywords relevant to your SEO strategy. This means putting important
keywords in your post headings, page URL and meta tags, particularly the title tag.

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                                                Chapter 03 - Page 08 - Nov 2006

Blogs and Viral Marketing
In a similar vein to blogs being used as a natural link attraction tool, they can be
extremely useful as a viral component to your online marketing strategy.

With valuable and engaging content, people will begin talking about and linking to
your site. The blogosphere is an interconnected environment and as a result items
which are interesting or remarkable are talked about and shared amongst bloggers.
Over time this interest brings eyeballs to your site and ultimately awareness to
your brand.

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                                                  Chapter 03 - Page 09 - Nov 2006

It's Not Always Happy Day's and Sunshine

Although word of mouth can have a tremendously positive impact on a brand,
it can also cause immense damage. One of the best examples of the blogosphere
influencing brands negatively is the now infamous "Dell Hell" scenario.

It all started when blogger, Jeff Jarvis had a terrible customer experience with Dell
Computers. In true blogger style he documented his experience on his blog and
word quickly spread to the point where it was even covered in print by Business
Week. However Dell failed to respond to his musings and the bad customer experiences
continued as did the negative comments on the blogosphere. Jeff's rantings become
known as Dell Hell and a recent scientific study by showed
first that Dell has sustained long-term damage to its brand image and secondly
that the cheerleaders for the poor reputation of Dell's customer services, are bloggers.

With blogs wielding this level of power, it is critical that brands understand how
to manage their reputation online and if necessary take proactive steps to limit
the damage which can be caused by negative word of mouth. Online Reputation
Management is something all companies need to be considering - this fascinating
topic will be discussed in Chapter 10.

On a final note, a great thing to remember about blogs is that a blog is simply a
method of publishing content on the Web. Calling something a blog now is a focus
on the technology used on the server, the content management solution. Of course,
there's a significant culture that's grown around this particular technology, but that
culture is bound to remain a subculture. Not because the number of people who are
involved in blogging is going to shrink but rather because the number of people
reading content published using Movable Type, Blogger, or any of the other tools is
going to grow. Fast.

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Tel: +27 (0)21 462 7353        Tel: +44 (0)20 7470 8855         Tel: +27 (0)11 467 4749
                                                  Chapter 03 - Page 10 - Nov 2006

Coming soon: Chapter 4. What should you expect?

Search Engine Optimisation or SEO - What the hell is it and why is it important in
an eMarketing strategy? SEO is what you need to harness the immense benefits
Natural Search has to offer. Search Engines drive traffic, lots of traffic and SEO helps
you make sure you get your share of it. But how exactly does Search Engine
Optimisation work? - be sure to catch Chapter 4 when we'll give you a beginner's
guide to SEO.

      Cape Town                        London                      Johannesburg
Tel: +27 (0)21 462 7353        Tel: +44 (0)20 7470 8855         Tel: +27 (0)11 467 4749
                                                 Chapter 03 - Page 11 - Nov 2006

Other Articles in the eMarketing 101 series:

1.    What is eMarketing and how is it better than traditional marketing?
2.    The Arrows in the eMarketer's quiver
3.    Blogging – everyone else is doing it, so why can’t I?
4.    A focus on natural search (beginner's guide to SEO)
5.    Case Study - SEO in action
6.    PPC - you gets what you pays for
7.    Case Study - PPC to the rescue
8.    Email marketing - no, not SPAM
9.    Affiliate marketing - because we all need friends
10.   WebPR and ORM - blah blah blah conversations
11.   Case Study - ORM: Keeping your ears to the ground
12.   Viral marketing - linkerbation is a normal, natural thing. Perfectly natural
13.   Online advertising - throwing a banner into the works
14.   Conversion optimisation. Are you closing the deal?
15.   Case study

About author:

The services offered by Quirk eMarketing include everything from the conceptualisation
of a comprehensive online marketing strategy, through to the implementation of the
various methods needed to make that vision a reality.

       Cape Town                      London                      Johannesburg
Tel: +27 (0)21 462 7353       Tel: +44 (0)20 7470 8855        Tel: +27 (0)11 467 4749

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