Blogs are an excellent tool to get your name out in the marketplace and improve the chances of web surfers finding you. But, there are many tips for success. Before you start a blog, consider the following myths:

  • Myth 1: Blogging is a Community. The truth is that 65 to 95 percent of visitors are unique to blogs because they are looking for specific content and landed on your blog through search engine results. This is good because people who may not have heard of you before, now view you as an expert. On average, 66 percent of blog traffic comes from search engines, 20 percent comes from referrals and 12 percent comes from direct navigation. Keep in mind that it is important to include vital keywords in the title of your blog so you can be found easier.
  • Myth 2: Thought Leadership. Many companies are adding CEO blogs but are finding that readers may not find them credible. Web surfers are assuming that CEO blogs are written by ghost writers or PR Firms and therefore, do not consider them credible. Therefore, consider allowing your employees to blog as they are viewed as five times more credible than a CEO blog. However, be sure to remind employees to tell a story when they post and use relevant keywords to improve SEO.
  • Myth 3: You can’t control it. You can control what is being said, so talk to employees and set guidelines before they post. Use sites like Technorati and Google Blogsearch to see what bloggers are saying about your company.
  • Myth 4: You can’t measure ROI. You can and you should. One way to measure ROI is using Google Analytics. For example, if you spend $6,000 in time to maintain the blog, but gain $25,000 of exposure in traffic, you have your ROI!
  • Myth 5: Blogging is free. The truth is that it is free to set-up on most blog sites, but it is not free to maintain as it requires employee hours of publishing content and monitoring feedback.

Other keys to success
Before you start your blog, be sure to have several articles ready to post. Also, be sure to post regularly. If you are only posting once per week, post on the same day and time of the week, so regular readers know when to expect new content. Remind employees to write in a manner that is professional and represents your company well. Also, be sure to link your blog to your Twitter, email signature, company webpage, LinkedIn and Facebook accounts.

Source: O’Reilly Reconsidering Social Media Webinar on May 29, 2009