Blogging

Businesses post information articles on web logs, or blogs, as a way to attract consumers to their websites. They may blog on their own website or rely on independent bloggers to achieve this goal.

How it works

Unlike a conventional website, a blog is a site that consists purely of informational posts or entries that appear in chronological order, starting with the most recent. Blogs first started appearing in the mid-1990s, when new web tools made it possible for non-experts to publish material online. This type of web content has since become one of the most common sources of information and opinion on the internet. Although it was once only individuals who published blogs, many are now commissioned or professionally edited and produced by the company’s marketing department.

Blogging process

Marketers may use SEO tools to gain insight into what’s being talked about online, which helps them to determine the most suitable topics for blogs. Many companies have the in-house talent to create blog content.

Select key word or question Determine key word, phrase, or question that appeals to the target audience.

Create content Base content on key word/ question, and ensure that it gives readers valuable insight into the chosen topic.

Add links Cite industry experts and research reports; add photos or videos, and provide links to the original sources.

Post Publish blog entry on internet using web software or specialized corporate blogging platforms.

Syndicate/share Submit blog to syndication sites and share with social media networks, such as Facebook, Twitter, Instagram

Track and measure Monitor key blog statistics, such as the number of unique visitors and the number that
sign up for RSS feed and email.

Blogging vital statistics

Top five statistics to track

❯ Number of visitors Potential customers visiting blog and their route in—via links or direct entry

❯ Bounce rate Share of visitors who leave site within 10 seconds

❯ Pages per visit Number of pages viewed by visitor

❯ Conversions Proportion of visitors who subscribe to blog

❯ Keywords Common words visitors use to find blog site

Three blogging mistakes

❯ Obsession with SEO Although SEO is important, focus should be on publishing quality content

❯ Omitting facts Posts should offer factual information, not just opinion or repackaged content

❯ Lack of legibility Poorly designed blogs with unclear typography will discourage customers from reading content

NEED TO KNOW

❯ Disclosure Statement of whether blog is sponsored, or if reviewed products are given to blogger or were independently bought

❯ Splog Spam blog containing fake articles designed to increase the search engine rankings of specific websites

---

Podcasting/vidcasting

Businesses may post audio or video files on the internet to attract and engage website users; the goal is to convert first-time users into subscribers. Once consumers engage with podcasts or vidcasts, companies try to sell products either through advertising on the podcast or the podcast download page, or by sponsoring the podcast or vidcast to create brand reinforcement.

Podcasting/vidcasting process

In order to get commercial results from a podcast or vidcast, a company needs to create and publish interesting and informative content.

Capture content Decide on topic, and create an outline, then film video for vidcasts or record audio material for podcasts.

Process content Edit video footage or audio track for background noise, mistakes, repetitions; test and edit further, if necessary.

Select correct format Save podcasts in MP3 format; save video in small-screen format; compress file size for optimal download speed.

Publish contentn Embed and publish content on new
post. Use app to generate feed address; submit to iTunes or other platform.

Tracking Count number of subscribers; use web feed services to access user location, level of interaction, and other statistics.

BUSINESS BLOGGING AND PODCASTING ETHICS

Independent online reviewers often collaborate with businesses, which is beneficial to both. However, business promotion on blogs/podcasts is not regulated like advertising, and ethical boundaries can become blurred.

NEED TO KNOW

❯ Vodcast Alternative term for vidcast (both short for videoon-demand broadcasts)

❯ Rich site summary (RSS) Format used for frequently updating text, audio, and video content online

❯ Mobcast Podcast that is created and published on a cell phone

1 billion+
users subscribe to Apple’s podcast app