Everything you need to set-up, develop & promote a successful Business Blog

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  • Warren: Blogging and Social Media definitely go hand in hand. Having a successful social presence can do a lot for a...
  • Jennifer Rai: All points mentioned above are very well put together. Blogs having purpose and a focus on certain...
  • jessica@lukeroxas: I ran a small home based business, and lately I’ve decided to put up my own website,...
  • Rob: Rather weird that a blog on blogging hasn’t been updated since 2009!
  • Ayala Land: Perhaps I was one of those companies who, as you put it “think they can avoid it” but thanks to well...

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    Blogging Basics: here are all the key posts

    An analogy that I use when I talk about emarketing is the idea of making mats, specifically Welcome Mats, which you then spread around the internet. The more individual mats that you make and strategically place, the more chance you have of being found in an increasingly competitive online market.

    What am I on about? Well, these Welcome Mats are places where you essentially introduce yourself and then invite people to learn more about you, your business and what you offer. Generally this means “inviting” them back to your website or to your blog.

    What form can these take? Well, for example:

    • Pages which appear as Search Engines results

    • AdWords (PPC) Adverts

    • Links on other sites or blogs

    • Directory entries

    • Articles with a link in your signature

    • Forum / Bulletin Board signatures

    These are all what I would call Welcome Mats each will ideally be individually crafted, give a short introduction to you and your business and then invite people to find out more through a hyperlink through to your site.

    So, as people use the internet for research or information gathering, they cross the internet in many different ways – how they go about it is totally out of our control. In fact, each time will be different and so the route that they take will be different too.

    They might use a search engine and then follow links in some directories, or head straight for the blogosphere and check Technorati or maybe start with some Press Releases via Yahoo News. Whichever they choose, our goal as online marketers is to make sure that we appear in as many relevant places as possible and so cover all options – creating multiple and specific Welcome Mats allows us to do this.

    And why do I consider blogs to be Mat Making machines? Well as I write a post which I hope will first and foremost be of interest to people who read my blog, I know that it will also automatically:

    • create 5 or 6 new pages (individual post, home page, archive page, 2 category pages) 5 potential Welcome Mats on the main Search Engines;

    • ping a number of blog search engines, directories and RSS directories – let’s say 10 Welcome Mats;

    • if it is well written, it may be fortunate in having 2 people reference it in addition from their blogs giving another 2 Welcome Mats;

    • add to Feedburners Headline Animator which I use when I post on Business Networking sites like ecademy which displays links to my RSS feed on average another 5 Welcome Mats.

    So, by posting on my blog and focusing purely on my key aim of writing something which will prove useful and interesting, it is also likely that I will automatically create over 20 new Welcome Mats. That for me is a bonus rather than the reason that I write … but is also the reason that I encourage businesses I work with to get their own Mat Making Machine.

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    As I suggested in the Green Cross Code of Blogging, an important initial step before you start a blog yourself is to stop and check the blogs that are already in existence – preferable ones which are talking about your own market or subject area – to see what is being said, how they are being used and how they are approaching blogging as a business tool.

    It is equally important, whether you have a Business Blog or not, to track what is being said either about you and your company, or about developments in your market. At least you can then join the conversations where they are taking place even if you are are still deciding how best to put together your own blog. But first of all, you need to find out who is taking about this, and where.

    So the question is where the best place to find out what blogs exist in a certain industry or cover certain topics. For me, I always turn to Technorati, which is one of the two main blog sites that I recommend anyone intending to use blogs bookmarks immediately. If you want to find out what blogs exist and what is being said in them, then this is the place to start your search.

    As you hit Technorati’s homepage, there seems to be a lot going on but, for now, let’s just focus on the main search function. So the main area that you want to concentrate on is the Search Bar:

    You can see that you can search through 3 different sets of information: Blog posts, Tags and the Blog Directory.

    • Blog posts: this is the widest search and it looks through all of the information contained in the posts of the blogs on Technorati.

    • Tags: these are like categories that an author can assign to an individual post (or indeed to pictures or links) and gives the best idea of how the author would describe the content.

    • Blog Directory: the directory looks at the individual Blogs as a whole and assigns them to subsections of the directory. When a blogger “claims” a blog on Technorati (we’ll come to that in a later post), then they can add the categories they wish to appear in as well.

    I always advise starting with the “Blog Posts” search as it gives you a wide search but the “Tags” are an excellent second bet and are becoming ever more widely used and hence useful.

    Once you have your first set of results, Technorati then allows you to refine them. I have used the example of a search on “RSS Marketing” below.

    You have 3 options to help you refine the results, each with its own pull down menu – you can use just one or all three of them.

    • The first allows you to choose the “additional search terms” that Technorati has suggested which also appear in blue just below and gives you posts which contain both “RSS marketing” and, for example, “Business Blogging”. This helps to narrow your search.

    • The second allows you to set a level of authority which Technorati determines by the number of blogs which link to the blog you are looking at – “any authority” will give you all blogs which fit your search terms.

    • And the third, allows you to select blogs only in a certain language.

    So now we have a set of results which hopefully reflects the posts that contain the information that we are looking for. An example from the excellent Problogger is given below as an example.

    However, this gives us more than just this post to use in our research. For example:

    • By clicking on the Post Title, we go through to the blog where we can see if there are additional posts which interest us. There is also likely to be a “blogroll” or “recommended sites” section on the blog which will often link to other sites which will be of interest. Blogs often become the hub of a network in their own right so start with one that interests you and follow their recommendations

    • By clicking on the Blog Name, you will get additional information about the blog and other posts that as well as an overview of the main areas that it covers

    • By clicking on the Blogger’s name, you can see if they write other Blogs which might be of interest to you

    • By clicking on the Linked Sites, you can see which blogs have linked to the one you are interested in and also which sites it has linked to in turn. By following these links, you can quickly get a list of blogs to read and return to.

    So using Technorati, we can quickly gain an list of blogs which will be of interest to us and also of use in developing our own Business Blog. To save time, make sure you add them to your RSS Reader (you can always delete them later) so that you can follow them easily and keep up to date.

    [Adapted from a post on my other blog, The Blog Coach]

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    Lately, I’ve been working with a number of companies and individuals who are either looking for a blog makeover or who want to set up a blog for the first time.

    Particularly, as I have carried out the Blog Appraisal which forms part of the blog makeover, I have noticed a number of areas which are important when starting a Business blog before you ever “put finger to keyboard”, as it were! Yet often they have been overlooked so I thought I’d share some of the main ones here – let me know if there are others that you think should be included!

    a) Dont skimp on time spent planning your Blog
    The planning process for your Business Blog is a crucial time but one that often seems to be skipped over or done hurriedly. You can save a great deal of pain later on by spending a little time planning out what you want to achieve with your blog and how to do it. Time spent in outlining the focus and the target audience of your blog is time well spent and ideally also make time to map out the posts for the first few weeks so that the initial postings go smoothly.

    b) Keep Navigation Easy
    Your blog gets structured automatically for you but I’d still make sure that the category names are well chosen and visible – I find that new visitors to a blog use these most often to get around. Help your readers find your blog home page quickly and easily – convention suggests that clicking on the banner at the top should take you back to the home page, but be aware that there are new readers of blogs everyday who will be more familiar with a “home” link.

    c) Make Key Posts easy to find
    As you increase the number of posts on your site, make sure that readers can find the posts which really get to the heart of your business – these could be the initial “Foundation” posts or ones you have added later. One possibility is to create a page (linked directly from your sidebar) called Top 10 posts or Key Articles or whatever you feel best describes them. This page can then contain links to all of your key posts. In this way, you make sure that they are highlighted in amongst all of the other information that you provide.

    d) Profile and Contact details
    Not putting a profile and contact details on your blog is missing out on an opportunity and potentially shooting yourself in the foot particularly if your blog is a stand alone site rather than integrated as part of your company website. If I find what I am reading interesting then I may want to get in touch with the author, so make it easy for me to do so! You should also use your profile page as the place where you can outline the goals of your blog as well as presenting yourself use this to achieve maximum effect for yourself.

    e) Create your own look and feel
    All blog software comes with base templates which dictate what a Blog looks like whatever you do, dont leave it as this default base version! There is nothing worse than spending time creating a wonderful blog full of excellent information and then leave it looking like thousands of others would you do that with a website or with a book? No! Make sure that you change it either yourself or get someone in to do it for you it will differentiate you and what you have to say as well as help with your positioning, so make the most of it.

    f) Avoid free hosted blogging systems for a Business Blog
    Sorry, this is a bugbear of mine but I feel that you should have control over any important aspect of your business and a Business Blog is just that, so dont leave it on a hosted system which gives you little flexibility or control. Also remember that you should try to choose a blogging platform which will grow with you as you discover other areas where a blog can help your business. Changing blogging platforms is a pain that is best avoided, so choose one which means you don’t have to!

    g) Not setting up friendly permalinks
    Setting up search engine and visitor friendly permalinks and URLs for your blog is beneficial from all points of view and something you should do as part of the set-up. If you leave them in a format such as then you are missing out in a number of ways – so set them up correctly from the start and make sure that you are not left ruing this as your Blog develops and it becomes more difficult to change.

    h) Add Clear RSS Feed details
    RSS is already a key tool and is only going to get more important, particularly as its visibility starts to increase following the release of Internet Explorer 7 and Firefox 2 over the past weeks, both of which include an RSS reader (of sorts!). Give readers options and where appropriate explain what RSS is and how it can benefit them!

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    Following up on my post earlier this week which tried to weigh up the relative benefits of having a blog as a separate entity or as part of your website, I thought that I would put a short addendum here to just give an overview of the three main ways (as I see them) of combining a blog and a website.

    There is no “one right way” to do this and the best method will vary according to the situation of the individual oragnisations.

    Directory or folder
    Probably the most common method, where a directory is created which contains the blog and all of the files and information, in the same way that you might do it for any other major section of your website to help with its structure. This would have the format of and will probably appear as part of your overall navigation on the site.

    The ‘look and feel’ should ideally be exactly the same as the rest of your website to fully support the branding and because your visitors need not know that they are looking at anything other than another part of the website. The Search Engines treat this as part of your website as well and so the links between these and other pages are treated as internal links.

    This takes the format of and then the structure of the blog develops from what is essentially a new homepage. This allows the blog to retain the branding benefits that the main domain affords, but means that it can be treated as a special area and therefore vary slightly in terms of the ‘look and feel’ from the rest of the website. It should, of course, maintain the themes and colours to support the brand.

    From a Search Engine point of view, however, it is treated as a separate site and so will need to build up its links and “online points”, as it were. Nevertheless, because it is on a subdomain, it is easier to incorporate into the main marketing and promotional push than a blog on a different domain would be.

    Website as part of your Blog
    Not exactly an accurate description, but I will explain. This is where the blog software is used as a Content Management System and the website is built as static pages within the blog, which of course is also used to create the interactive blog based section that you would expect. This all works as a single domain and gives the owner the ability to change the website content at will, as well as provide it with all the interactivity that blogs offer and the “sex appeal” that they have from a Search Engine’s perspective.

    From a marketing perspective, the branding and the domain all works together to give a single unified image and there is a totally integrated look and feel. For small businesses, in particular, looking at a website or a blog for the first time, this is likely to become the solution of choice because it offers all of the benefits of a website and a blog in one package.

    All of the 3 ways mentioned above are valid and have their benefits. I do, however, believe that as we move forward, the third option where the website and blog become integrated in a single site with all of the blog’s interactive ability will become more and more the norm. Even now, I believe that it is certainly the best choice for any small business which wants to benefit from blogs, keep costs down and have control over the online website presence.

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    One of the most frequently asked questions when it comes to setting up a business blog, and certainly one which I have been asked on a number of occasions recently, is whether it is better to have a blog as part of your website or to set it up as a separate site on its own domain.

    I would love to be able to give a brief one line response to this, however, I don’t believe that there is one which will fit all circumstances. So, true to recent form, I have to say that the answer to this will depend on a number of different factors, all of which can contribute to the final decision.

    And what are these factors, I hear you ask. Well, the main ones I would look at are:

    • Branding requirements

    • Intended use of the Blog

    • Target Audience

    • Focus of Blog

    • Domain Name Selection

    • Search Engine / SEO Requirements

    • General Marketing Requirements

    If we look at these in more depth, we can see where the tipping points are likely to be in each of the areas and therefore what will influence your final decision:

    Branding requirements
    If you are looking to reinforce your main brand, then keep all the information supporting it together and include the blog as part of your website rather than dilute it by dividing the content onto two separate sites. However, if you are considering a Product Blog to focus on and around a particular product or range, or you are looking at a sub-brand of some description, then these would benefit from having a separate domain and standalone image which would allow real focus and input from users and advocates.

    Intended use of the Blog
    If you want to use the blog for something which complements the rest of your website, such as an FAQ section or an online media centre, then integrating it in the website is ideal, as it will re-inforce and support all your company’s activities. If, on the other hand, the blog needs to present you as an independent source of information and advice, then you would be better to distance it from your website, so that you can be seen as objective in this role rather than as part of the company which has interests in the area.

    Target Audience
    If your blog and your website are designed to appeal to the same audience then, all other things being equal, it makes sense to combine them in one location which gives extra value to your readers and adds to the appeal of the website. However, if the blog deals with a specific area which is directed solely at a particular subset of your website’s target audience (or a different one altogether), then it would be better to maintain it on a separate domain rather than risk alienate customers not interested in that subject. The alternative, and better solution, is to create a series of specialist blogs which offer additional value to each individual group.

    Focus of Blog
    By adding your blog to your website, it will not be able to stray too far from the general topics and direction that the website already has. As a result, you may be restricted in terms of what you can write about, as the blog will be closely connected with the information presented on the rest of the website. A separate domain will give independence from the original site and hence allow you greater freedom in terms of your stance and commentary on issues.

    Domain Name Selection
    Setting up your blog on a separate domain will allow you to choose a new domain name which is specifically relevant to the blogs aims and goals, and which adds to its SEO potential, for example by including your main keywords. On your current website, you would not have this flexibility although you would still be able to choose something relevant either as the subdomain or the directory, according to the set-up you select.

    Search Engine / SEO Requirements
    Putting the blog on your website will add both content and value to it in the eyes of the main Search Engines and its development should increase it status and the number of incoming links to your website, as other blogs link to you. With a separate domain, however, you can set up all aspects properly from the start although you may have to go through Googles “sandpit” which can restrict rankings over the first few months. The links that come into this separate domain can then be focused into your main site and will have additional value because they come from an external site with good quality and relevant content.

    General Marketing Requirements
    You may not have the resources to fully market a totally separate blog which would effectively require its own marketing and promotional activities push. It would, however, create a whole new focus to the company’s activities which would potentially attract a new target audience. If, on the other hand, it sits on your current website, then it can benefit from the current marketing efforts used to promote the website and link from there. Whichever route you choose, you use, you should incorporate blog specific marketing as well as the more general online and offline elements as you promote your blog.

    This seems like a long list and there are no doubt a number of other factors which could be added to it. However, in reality, although the list of factors might be long, there will generally be one overriding element which will end up dominating all of the others. It could be technical in nature or one of the commercial/marketing elements mentioned above but the outcome will be the same – the best solution for you in your particular circumstance will effectively select itself!

    So, how to summarise all of this advice? Take your blog back to basics and examine what was the real trigger moment that made you decide that you needed or wanted to have a Business Blog – look at that reason and what you wanted the blog to achieve and then work forward from there.

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    Blog Consultant questions: Ask the Blog CoachBusiness Blogging Frequently Asked Questions (FAQs)

    “How often should I blog?” is a question which always crops up in the first conversation I have with anyone about Business Blogging and one to which I know that they are desperate for a simple answer, whether it is “once an hour”, “once a day”, “once a week” or just “once”.

    However, as you might have already guessed, there are no hard and fast rules for this Jonathan Schwartz posts on his blog at Sun once a week more or less, whereas Darren Rowse at Problogger serves up several posts on a daily basis. Both are well read, well respected and successful.

    What has made each of them so successful is that they have focused in on what their readers want from their individual blogs and provided them with it. They are intrinsically very different but perfectly in tune with the reason why they are blogging, the audience they are writing for and what that readership expects.

    If I were to offer some guidelines, then these are the ones that I would pass on:

    • Post as often as you can without compromising the quality
      Quality beats quantity every time in my opinion. Quality will get you noticed and is more likely to encourage people to develop relationships with you. Granted, a single post in a month had better be really really good, but you get my drift.

    • Post when you have something relevant/interesting/significant to say
      There is a lot of information being pumped out onto the web and much of it fails to make any sort of impact or contribution. So, when you post something, do all you can to ensure that it is worth reading and won’t just be making up the numbers.

    • Post as regularly as you have told your readers you are going to
      If you have made a commitment to your readers then try to stick to it if you need to change it then inform them and then stick to your new commitment. Its all about communication.

    • Post as regularly as your subject area / topic requires
      There are some subject areas where a constant flow of information is highly valued; other topics require fewer posts and more in depth analysis. When you write on your specialist area, judge your own rhythm of posting accordingly.

    Remember that one of the main benefits of a blog is the interaction it allows you with your readers – so use it and talk to them! Actually ask for their opinion on how often you should post and be guided by them (within reason!). Let them know what you are going to be doing and, if that changes, communicate that as well. If you won’t be posting for a while (and we all need a break from time to time), then let your readers know rather than just leaving the last post hanging unceremoniously.

    And dont forget that writing does not have to mean publishing you can write and then edit your posts over a number of days before ultimately pressing the publish button. Give yourself the time to hone and refine certain posts if you feel so inclined; alternatively, if you are feeling particularly creative, write a number of posts at one sitting and then schedule them to be published in line with your normal rhythm.

    Does this lose a little bit of the spontaneity of blogging? Perhaps … but better that and keeping the quality of your content high than pumping out average posts for the sake of publishing daily.

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    Blogging is all about engaging people.

    Granted, you need to attract them to your blog in the first place and, in this respect, the promotion and marketing of your blog plays an important role. However, to maintain their interest and develop the relationship, then you must engage with them.

    There are many ways in which you can do this with your writing and some of the best are outlined below – combined, they can give you a real edge in developing your readership and hence your customer base.

    • Content: the most basic element is good content. The quality of what you write will form the basis of all of the other elements – so, provide quality content and do it consistently.
    • Passion: deliver what you have to say with passion. If you are not passionate about what you are writing then how can you expect your readers to be?
    • Ideas: don’t simply regurgitate other people’s ideas, bring some of your own into the mix. Simply copying things that you have read elsewhere will do you no favours and ultimately deter long-term readers.
    • Actions: as the old adage goes, “actions speak louder than words” so make sure that you practise what you preach. If you believe that something works, then don’t just say it, do it!
    • Delivery: How you write about the subjects that you cover will influence your readers. You could use humour, reasoned argument, confrontation or a number of delivery methods, so pick one which will appeal to your intended audience.
    • Look and Feel: the quality of what you write should be high, but we all respond on many different levels, so ensure that the design of your blog supports the content and displays it to best effect.
    • Focus: in writing your blog, focus on a particular area, industry or issue. By maintaining the focus you decided upon when planning your blog, you will successfully reach the people you want to target.
    • Information: give your readers useful and accurate information. Adding your own analysis to this by presenting differing opinions and then expressing your own opinion would be ideal.
    • Communication: blogs are all about communication and interaction so try to create a two-way discussion by the way you present your posts and by asking for feedback.
    • Relate: the best type of writing will talk about subject areas that your readers can relate to, so always try to give examples that your readers will be able to identify with.

    If you can combine a number of these elements in your posts then the chances of being able to engage your readers and getting them to return on a regular basis will be greatly increased.

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    [For those not of a certain age, or not from the UK, the Green Cross Code is a road safety campaign for crossing the road started in the 1970s which initially used the instructions Stop – Look – Listen – Think – Cross.]

    If you are starting to write a blog, then it is all too easy to get carried away, rush into setting up the blog and start writing immediately. If you are in this situation then try employing the Green Cross Code of Blogging.

    Stop! Wait, don’t rush into writing your blog immediately, you need to plan first and see what is happening.

    Have a look at the blogs that are out there and see what people and doing and how. Try to read all you can both on and offline.

    “Listen” to the conversations going on in the blogosphere and to what people are saying, as well as to any advice you are offered.

    Think about what you have read, take time to plan your blog in terms of what you want to say and to whom, and what are your goals.

    Finally, start to blog with all of these elements in mind but keeping looking, listening and thinking all the time.

    To make a success of a blog, you need to spend time planning a variety of elements on your Blog as you start to develop it, and crucially you should also spend time looking at what is being written about and listening what is being said, before you put “pen to paper” on your first post.

    I was reminded of this last week during a webinar organised by Marketing Profs and given by the excellent Jeremy Wright, author of Blog Marketing which I would strongly recommend. Jeremy used the analogy that starting a blog is like entering a room of 1000 people, with conversations already going on everywhere that you are not party to.

    As you walk in, it looks like a daunting task to understand what is going on and join in the conversations. However, if you take the time to look at who is talking and listen to some of the discussions, you can quickly get a feel for what is going on. By following the references to other people that are mentioned, you can also develop a good understanding of the principal contributors and their opinions. Then, as you start to blog yourself, you will be in a much stronger position with a better understanding of how it works, what others are doing and saying and whom you should get in contact with.

    So, if we break this down and take it back to basics, then I recommend that when you start a blog, you follow the Green Cross Code of Blogging:


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    Following my post on Why Small Businesses need to consider a Business Blog, I was discussing some of the points raised online and was asked the question, “Who will have the time to read a billion business blogs?”

    Fair point – there’s only 24 hours in the day, after all, and we’ve probably got other things that we’d like to fit in besides staring at a computer screen. So, what do we do? We focus in on the information that we are most interested in and the people that we most like to read – and if we are sensible, then we have that delivered to us using something like RSS rather than go off hunting for it every morning.

    So, let’s turn that around and look at it from the standpoint of our own Business Blog. Are we trying to get the mass audience of billions of internet users to read what we write? No, clearly not. We have decided on the audience we want to attract to our blog and we make sure that our content fits their requirements and answers their issues. You cannot please everyone all of the time and nor should you try.

    If I compare it to the UK newspaper industry, the News of the World has a target readership and so the paper contains stories and features which fits with what these readers are interested in. If they start to publish stock market analysis which sits better in the Financial Times then there would be a mass exodus to one of the other tabloids.

    The same is true of the information in Business Blogs. Keep the focus that you identified when setting up your blog and make sure that you write with your readers in mind – this way, you should encourage them to keep returning rather than searching for pastures new on a competitor’s site.

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    This post is the 5th part of the series which looks at the 5 key elements of creating a successful Business Blog. These elements are:


    Let’s turn our attention to the fifth and final ‘R, which is:

    Communication and dissemination of information is key to achieving a successful blog and the RSS functionality is the way to achieve that. So as the 5th R, Im including is RSS.

    When someone subscribes to your RSS Feed, it means that they have shown a commitment to continuing the interaction they are interested in receiving more information from you and you are now able to provide them with immediate and unobtrusive updates from your blog.

    RSS is definitely “Opt-in”
    Being completely “opt-in”, it is also a totally safe method for readers to receive information, after all it is anonymous and they can opt out whenever they wish. This may sound unappealing from a writer’s perspective but all this in fact means is that the onus is on us to create content that people are going to want to read. RSS is the perfect way to deliver it safely.

    Make the RSS Feeds easy to find
    You want to make sure that the RSS feeds are prominent on your blog to make it as easy as possible for visitors to find. The generic orange logo is now becoming more and more commonplace although even more sites still retain the orange box with RSS or XML in it. You can also add a series of small logos which are set up with the names of the main RSS Readers to help make the process easier and more visible – this is great as it can help people feel more comfortable about subscribing.

    Offer RSS by email too
    To cover all options, you should also make use of the 3rd party services such as Feedblitzwhich give people the ability to subscribe to the RSS feed by email not quite the way that RSS was intended to be delivered but the main point is delivering the content it contains to those who want to receive it. In any case, the take up of RSS, which has been steady but still relatively slow, is likely to increase dramatically as it is incorporated directly into the main browsers this year.

    Explain RSS and how great it is to use
    To help the take up levels, create a page which explains what RSS is and what RSS Readers are available this may not seem necessary, but if it helps to break down the barriers to its use then it is worthwhile and both you and your readers will benefit from this additional effort because they will receive your content as and when you post it.

    Customise your RSS Feed
    You should look to customise your feed where possible to include branding elements such as your logo and have the feed appear as you would like it to. Differentiate yourself in your feed. However, if you are not proficient in XML, then don’t worry. If you use the tools available from a company such as Feedburner then you can easily do this at the click of a button – you may also find my post Feedburner: using your RSS feed more effectively useful in this context.

    Wider syndication
    Although RSS Feeds are generally read in individual’s browsers, the syndication of this information doesn’t need to stop there. RSS Feeds can also be taken and displayed on websites elsewhere using software which turns the feed into text which is visible in a browser – this allows you to syndicate and spread the information from your Blog even more widely.

    Target more with multiple RSS Feeds
    As your blog develops, you should consider creating a separate RSS Feed for individual topics, probably divided according to the categories you have set up. This will allow your readers even greater choice in terms of the information they receive from you and in terms of giving your readers what they want, more choice is going to be better.

    But whether you work from a single RSS feed or develop multiple feeds, it is important that you make RSS a central part of your blog promotion and reader retention program. It is something which underpins the other elements and allows the Business Blog to reach its full potential by making the information we produce as widely available as possible.

    Key elements: explain benefits of RSS, make RSS easy to subscribe to, customise your RSS feed, push the use of RSS, use multiple RSS Feeds where appropriate, syndication of information

    So remember, we are looking to cover these 5 elements:


    If we can achieve each of these 5Rs successfully in our Business Blogging, then we are well on the way to creating a Business Blog which will achieve the goals that we set for it, whether they are focused on creating a network, improving our reputation or positioning, developing a solid base of subscribers, increasing our Search Engine Rankings or simply generating new business.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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