By Stephanie
Chandler
A blog is
essentially an online diary that allows you to post information,
tips, thoughts
and ideas in a running log format for others to view.
Blogs are used by authors, speakers and companies of all sizes to
build an audience, promote a book, product or business and gain
valuable online exposure.
Not sure if a
blog is right for you? Here are six key reasons to start blogging
now:
Search Engines
Love Blogs:
The major search
engines provide higher rankings to sites that update data
frequently. When you post to a blog several times each week, you
content is constantly changing and growing. The search engines will
reward your effort with improved search engine rankings.
Build an
Audience:
A good blog can attract many new customers. People who like what you
have to say will pay attention to your blog by subscribing to your
blog feed.
Content is
Archived Forever:
Each post to
your blog adds to your growing index of content. The more content
you have, the more reasons you give the search engines to find you.
For example, if you wrote a post last month about the lifespan of a
blue butterfly, when someone searches the Internet for information
on blue butterflies, there is a good chance that your post will be
returned in the search results (depending on the competition for the
related keywords).
Establish
Yourself as an Expert:
Hosting a blog
is one of the quickest and easiest ways to showcase your expertise
in your subject matter. When you share valuable tips and resources,
you engage readers while building credibility in your industry.
People who like what you have to say are more likely to buy your
books and other products and services.
Get Media
Exposure:
The media is
constantly on the hunt for sources to interview for stories. From
magazine and news reporters to major radio and television producers,
blogs are becoming a strategic place for the media to find talented
industry experts.
Leverage and
Repurpose Blog Content:
It doesn’t take
long to build up a substantial amount of blog content. You can
repurpose your posts into articles, ebooks, books and reports. Many
bloggers have found publishing success by building a loyal following
online and then impressing publishers with a ready-made online
“platform.”
Ready to get
started? Here are the steps to take:
1. Search the
Internet for blogs in your industry and do a little research before
you start. Studying other people’s blogs will help you identify what
you like and don’t like and how you want yours to look and feel.
2. If you
already have a website, check with your hosting provider to see if
they provide a blog plug-in option. If not, popular blog services
include
www.Typepad.com,
www.Wordpress.com and
www.Blogger.com.
3. Establish
several categories that appeal to your target audience. For example,
my
business growth blog has more than a dozen categories including
articles, book recommendations, technology tips, resources for
authors and online marketing. Categories make it easy for readers to
browse through your past entries, and also gives you more options
for developing content.
4. Develop
content ideas for your industry. Your blog can include personal
opinions, book reviews, links to helpful resources, industry
statistics, product recommendations, excerpts from books or white
papers (from which you own the copyright) and much more.
5. Keep it
simple. Blog entries do not need to be long. In fact, online readers
prefer brief content that is easy to scan. I recommend writing just
one to three paragraphs for each post. Use sub-headings and bullets
to make the text easier to read. Photos and videos can also add
visual appeal.
6. Add outgoing
links to your blog posts when appropriate. For example, if you
mention an article you read in XYZ magazine, make sure to include a
hyperlink to the article. Not only will your readers appreciate the
option to view the sites you reference, but having links pointing to
other sites can further improve your search engine rankings.
7. Schedule time
to work on your blog. You should be posting at least three times
each week for best search engine optimization. Instead of logging in
several times each week, write several blog entries at once and then
schedule them to publish on specific days.
8. Promote your
blog by including your blog link in your e-mail signature, on your
website, in social networking profiles, and anywhere else you can
find to share it with the world. You can also submit it to
directories such as
www.BlogCatalog.com and
www.Technorati.com.
9. Consider
minimizing some of the effort involved by inviting others to
contribute. Your blog could include posts by your readers,
employees, customers, peers or strategic partners.
10. Maintain
your momentum. Be on the lookout for fresh topic ideas so you can
avoid getting “bloggers block.” When you come across something
interesting, get in the habit of writing it down so you have it
handy when it’s time to update your blog.
It may take some
time to build momentum for your blog, but in the long run, the
rewards can be significant. When the call comes from a major media
source or a big client referral, you will know that it was all
worthwhile.
About the Author:
Stephanie Chandler is an author of several business and marketing
books including “The Author’s Guide to Building an Online Platform”
and “From Entrepreneur to Infopreneur.” She is also founder and CEO
of
AuthorityPublishing.com, which provides custom book publishing
and author marketing services for business, self-help and other
non-fiction books. A frequent speaker at business events and on the
radio, she has been featured in Entrepreneur Magazine, BusinessWeek,
Inc.com and many other media outlets. For hundreds of resources for
entrepreneurs, authors and speakers visit
http://BusinessInfoGuide.com. For author and speaker details,
visit
http://StephanieChandler.com.
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