TO: David Reynolds, Gary Player, and James Funk, Owners, The Bar
FROM: Mackenzie Joblin, Marketing Manager
DATE: April 3, 2015
SUBJECT: Requested Information on Blogs
This report contains all of the information you requested about blogs. The report explains exactly what blogs are, what the types are and what the advantages are. As the world becomes more and more media prone, many new ways of marketing are being created. One of these new methods of social media marketing is blogging. A blog is a great way to show your colleagues and superiors your ideas and communicate your unique value. “You can use your blog to write about ways to solve challenges, create more revenue, reduce expenses, or do whatever specific tasks within your job role better” (Elmore,2010, p.12). Blogs allow people to express their opinions to others, but more importantly blogs can help businesses connect with their customers. Blogs give businesses the ability to market themselves directly to customers on the Internet. They also give these customers the ability to leave the business feedback easily. The business world is evolving so with out social platforms businesses are destined to fail. Dan Schwabel a recognized expert on personal branding says, “The economy has forced everyone to become an expert. Corporations pay premiums on it and recruiters salivate over it. By not being and expert in a specific niche, it will be near impossible for you to stand out and be known for something, regardless of your current situation. The fastest way to become and expert is to become an author, that’s where your blog supports your brand”(Elmore, 2010, p.14). Blogs are an outlet for a business to market themselves and gain more revenue.
CREATING YOUR BLOG
Before you create your blog you need to design a strategy. For a business you should decide how you intend to market your brand on your blog. Also before creating your blog you should anticipate your audience and compose a marketing strategy. Five key steps to starting your blog are:
- Find the Right Staff
- Enlist the Right Author(s)
- Set Parameters
- Pick a Platform
- Be Creative (Blogging and the B-School, 2009, p.56-57).
These steps are crucial in the process of creating a blog, without these steps the blog may end up being disorganized and not customer friendly. The most important step I believe is the second, enlist the right author(s). “Blogs don’t always have just one author. In fact, a variety of voices can appeal to a broader audience. Also consider “Archetyping.” Seek contributors who represent your target audience”(Elmore, 2009, p.56). It may be difficult to allow the business’ target audience to contribute to the blog, but before creating the blog suggestions from long time customers should be taken into consideration. Also, when your blog is created six obligations must be met to make it successful.
- Create an Open Forum
- Blog With a Purpose
- Use the Blog Well
- Choose a Strategy
- Build Your Readership
- Track Your Progress (Blogging and the B-School, 2009, p.57-58).
All these points are extremely important to the success of your blog. By fulfilling all of these obligations your blog will connect well with its readers. The more your blog connects with your readers or customers the more your blog and business will prosper.
THE TYPES OF BLOGS
There are thousands and thousands of different themed blogs in the world, but these blogs can be put into two different categories.
The First type is a: Personal Blog
A personal blog is exactly what its name describes; it is a blog dedicated to ones personal life. These blogs could be about activities such as sports, cooking, baking and poetry. “Before the blogging environment existed, many people logged stories of their personal lives in online diaries. From these online diaries the art of blogging was born” (Caffrey, 2015). Personal blogging is what created the blog industry, and it sill continues today. People write about their everyday lives, their thoughts and feelings and other activities they participate in.
The Second type is a: Business Blog
Unlike personal blogs, business blogs are dedicated to a business, they are used to market, brand, and acquire feedback. Business blogs have become extremely more common with the increasing need for social media platforms. “With the expansion of web accessibility throughout the 2000s, blogging has become the primary Internet publishing channel for the masses and has been increasingly adopted by businesses” (Caffrey, 2015). As business blogs began to gain recognition in the media “corporations began using blogs for marketing and public relations” (Caffrey, 2015). Blogs have become a huge part of many businesses today; they can market your brand and increase your businesses’ revenue and profit.