Integrating a blog into your organisation's web
site can, if applied intelligently and with genuine insight and
passion, offer an extremely powerful and dynamic component to your
web presence. There are numerous reasons why Blogging And Blog
Integration is an ideal way to develop a business, to promote a
cause, a campaign or share new ideas and concepts. When you take an
informative and educational approach to information sharing and mix
this with the online collaborative tools now available, blogging can
generate a heady mixture of respect, loyalty and devotion. Such
trust and attention laced throughout with all manner of potential is
extremely hard won and rarely achieved through conventional
advertising. Not only can your audience evolve into customers or
converts, they can also assume the role of your virtual advocates,
taking your message across the Internet in the form of viral
Blog integration can be a very good thing. Here's why:
1. People like people and people become passionate about passion.
Blogs can reveal a human side to an organisation. If people can care
about and genuinely empathise with you, then they will naturally
share their experience of you. Online this often equates to inbound
links; powerful components of SEO - Search Engine Optimisation.
Whilst many professionals will advocate keeping it short, at SEO-MAMA
we like to integrate easily readable blogs containing suitably
easy-to-follow headings and sub headings with content of genuine
worth. If the content if compelling, engaging, relevant and
intelligent, then people will read every word. Not only that but
they'll subscribe and link to the blog, which is the whole point
that you've started it in the first place.
At SEO-MAMA, we are experts in advising on and generating
inspirational blog copy.
2. Blogs can act as instant feedback mechanisms. By enabling
contributors access to an almost real-time feedback system through
posting and other forms of Blog Interaction, you can quickly gauge
the status of and reaction to an agenda that you are largely in
control of setting. A blog can help reveal successes and failures,
rapidly allowing you to act accordingly to accentuate a successful
strategy or head off potential disaster at the pass.
3. Blog integration encourages organisations to define, analyse and
present their knowledge for easier consumption. Sharing what you
know, think and believe in succinct and attractive ways encourages
search engine indexing, making it easier to be found by customers
and prospects alike.
4. Blogs provide value to the reader by addressing a problem,
concern, desire, or need that the reader has. Genuinely sincere,
honest, informative or thought-provoking blog contributions
encourage a buzz. Customers love posts that can help them solve
problems or provide an insight or information on problem issues.
People rarely want to know 'what' can be done; they want to know
'how' it's done. It is said that if you feel that you're giving away
too much information in your blog pages, then you're on the right
Blog information has an extremely short shelf life. It's absolutely
critical that content is kept fresh and up to date. Do not let your
blog go unattended for weeks on end. Focus on contributing several
posts per week even if they're just a few paragraphs, and try to
interact with other posters
5. Blog users can author content using familiar tools of choice
(like WordPress). They can have simultaneous conversations. There
are more multiple channels to information sharing and marketing than
were ever possible in the past. Encourage interaction and
participation. Post titles must stand out and get above the 'noise'.
Quickly engage and communicate the value of reading further with
your opening. Be sure to invite contribution.
6. Most blog service providers such as Wordpress, Typepad or Blogger
offer attractive stand-alone or integration templates. There are now
numerous widgets and add-ons available that can apply powerful
additional functionality including RSS feeds, streaming media,
Twitter account integration and so on. The list is almost endless.
The RSS feed of your blog is one of the simplest ways to build
repeat traffic. Once people are subscribed to it, they will keep
receiving your messages until they decide to remove it. Each blog
entry is a fresh opportunity to entice readers back to your site.
Blogs and RSS are still relatively new technologies. To maximize
your readership, it's probably wise to also offer users the option
of subscribing via e-mail. We integrate systems that send an e-mail
to all subscribers every time you post something on the blog (this
is done by parsing your RSS feed).
7. Blogs can help establish your credentials within an industry and
help position you as an expert and worthy source of information and
opinion. Techcrunch, originally started by Michael Arlington in 2005
as a blog about dotcom start-ups in Silicon Valley, has quickly
become one of the most influential news websites across the entire
technology industry. Business Week named Arrington one of the 25
most influential people on the web, and Techcrunch has even recently
shared with Barack Obama and John McCain. Engadget founded by Peter
Rojas in 2004 won the Web Blogs Awards that year and each year
since. It is offered on many other sites (including GoogleMail) as a
default RSS feed, and is published in English, Spanish, Japanese and
The first question to ask when physically integrating the blog is
whether to set it up as subfolder or sub-domain, i.e. domain.com/blog/
or blog.domain.com/. As the real potential of integration is being
able to feed new content through established rankings, the sub
folder route is probably most appropriate. There are also
implications regarding the existing status of the main site. If it
is likely that the blog and the main site will be heading off in
very different directions on occasions, then a sub-domain approach
might be more appropriate.
The next consideration is platform. Be it Wordpress, Blogger,
Typepad or any one of a number of packages, SEO-MAMA will consider
the relative advantages and specify the most appropriate software
solution. Our extensive experience in both blog integration and Blog
Writing makes us a leader in the field.