Blogging for Business Powered by TypePad

"Blog" is short for "weblog"—a website that's used to chronologically log a discussion between a blog writer (a "blogger") and their readers. Blogs are dynamic in nature, creating a conversation between the author and the audience through frequent exchanges. And content like text, images, videos and links can be added by both.

Blogs are a safe, easy way to share information, gather feedback and generate fresh and relevant news

"You cannot afford to close your eyes to [blogs], because they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business - including yours. Blogs are a phenomenon that you cannot ignore, postpone, or delegate. Given the changes barreling down upon us, blogs are not a business elective. They're a prerequisite." - Business Week

Blogging is a simple, low cost solution for staking out a claim on the Internet and connecting to your customers. Best of all, it gets results. More and more companies consider them to be an essential part of their marketing strategy.

• Create an inexpensive online presence. Blogs are a quick, easy and low-cost alternative to a traditional website. They're especially handy for small business owners who may not have a large budget or technical know-how.
• Generate traffic and drive more sales. Blogs create a strong two-way connection with your customers. You can collect feedback directly from them and stay on top of what they want.
• Distinguish yourself from larger competitors. This more personal online presence helps your company develop a more "human" voice, and forge a stronger connection with customers. It's powerful way for a small or medium-sized business to stand out in crowed marketplace.
• Build stronger customer relationships. Create a 1:1 dialogue with potential customers. Blogs build a bond with customers by proving that you're interested in what they have to say.
• Rank high in search engines. Search engines prefer frequently updated, well constructed web pages and content. Frequent updates help ensure that search engines add your content to their search index, allowing more customers to find your business.
• Share your enthusiasm. A blog shouldn't be used to just sell or push a product. Instead, blogs are an effective way to share your enthusiasm and passion for your business with a broader range of customers.
• Generate buzz. Talk about what's happening in your business. Promote an upcoming product or trade show. Or use the forum to respond to comments and questions from your readers.
• Test ideas and products. Because blogs encourage conversations, people can easily comment on their experience with your product or service. They can share valuable ideas, and ask questions while allowing you to gather their input as research.

1. Select a service. Nearly every service offers a free trial and is extremely inexpensive to start, so you can experiment and find the best fit for your company.
   Services like TypePad include:
   • Exclusive features that help you add functionality to your web pages without programming.
   • Automatic delivery of your blog posts directly to search engines.
   • Access to professional support team 365 days.
   • A robust community of other professionals.
2. Get started with your blog. Setting up your blog only takes a few minutes. You can even have your blog hidden behind a password while you start out, so you can experiment without anyone seeing your "work in progress." Just pick a design, decide which topics you want to focus on, and go!
3. Write your first post. Start by writing short posts about subjects that you cover in a newsletter, direct mail promotion, or in an email—the content might be of more value to a larger audience. Or just answer the same questions asked by a new business contact: What does your company do? What makes it different from other others in the field? Why are you passionate about the work that you do?
   Tips to get you writing:
   • You don't need to write everyday, only as often as you have something to say. Start by writing 2-3X a week to help the content stay fresh.
   • Don't be shy about reusing the material you write for newsletters or emails.
   • Above all, let your personality shine through. Give it your unique voice.
   • As with all other business communication, don't write anything that you wouldn't want to appear in public.
4. Publicize your blog. After you launch your blog, services like TypePad and others will make sure search engines know about it. Also put your blog's address in the signature of your email messages, link to it from your existing company website, include the address in the bottom of print promotions, and mention it to customers on the phone or by mail.
5. Secure a domain name—or don't. If you haven't registered a domain name for your company, relax. Your blog's domain name (typepad.your blogname.com) will work for now. Later, you can buy a domain name like (yourwebsitename.com), from any provider you choose.

Steve Sando, Rancho Gordo Beans

Case Study: Steve Sando, Rancho Gordo Beans