What is a Blog?
A blog is a type of website that functions as an online journal for an individual or business.  Blogs usually focus on a particular topic. A blog is where people with shared interests can discuss a certain subject.

Why not just use a website?

• Blogs allow for content to be easily updated more frequently without the assistance of a web programmer
• Often allows for people to comment on posts to encourage conversation
• Typically written in first person, making it a more causal and personal form of communication.

Who is blogging?
Anyone can be a blogger, have a blog or comment on a blog. Blogs can be used for any industry, and position the blogger as an expert in his or her field.

Potential customers, media reporters, other bloggers, vendors, other industry professionals are all reading blogs. Mainstream media use blogs to identify expert sources for stories and, in many cases, bloggers are seen as the new reporter. PR professionals pitch stories to influential bloggers just as they do to mainstream media reporters.

How do people find blogs?
Most people who find blogs aren’t necessarily looking for them. Blogs tend to rank higher when people are searching for information on a certain topic.

• Search engines find blogs because they meet the search engine index requirements (they are search engine friendly):
  • The site is frequently updated
  • The content on the site matches the search terms
  • There is a lot of content that is keyword rich
  • More outbound links on the site

There are also blog directory tools such as Technorati and Alltop which are helpful in searching for blogs by topic.

Why should a business build a blog?

• You are creating your own news focused on the desired message, instead of relying on traditional media or other communicators (other bloggers, upset customers, etc.) to set perceptions of your company or product
• Builds your brand through key messaging and imagery
• Search Engine Optimization – creates outbound links to your website and with keywords and frequent updating, the blog has a higher chance of getting in front of your target audience than a static website.

We would love to hear suggestions on what you would like to see more of on our blog. Send us a question, or an idea for a post. We love the feedback!

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