You want to have a blog which benefits your business – yes?
You want a blog which people are going to want to come back to time and time again – yes?
Essentially, you want a blog which is going to be successful – yes again?
Well, to give you the best chance of a successful business blog, then you’re going to need to make sure that you tick all the boxes to ensure that all of the underlying elements are in place to make that happen. It’s not difficult but it is important.
For me, there are 5 elements which are like building blocks that make a blog what it is, 5 layers if you like that constitute the makeup of a blog and so 5 key aspects that you need to keep in mind as you plan and develop your blog.
Underpinning everything else are the general philosophy needed for blogging – you’ve got to be comfortable with the basic ideals of what people expect from blogs or else you’re going to fall at the first hurdle. The key one is that of openness – if you, or your company, are not willing to be open and honest in dealing with the readers of your blog then the likelihood is it will not achieve the goals you have for it. Be transparent and honest, and you’re off on the right foot.
You need to build the blog on the right technology base so that it supports what you want to do with it. It has to be one that will help your blog achieve the requirements that you have for it, both now and in the future. Making sure that it can grow with your ongoing needs is key to effectively future proof all the work and effort that you’ll be putting in. There are a number of excellent blogging platforms available – my own preference being for the full self hosted WordPress – but just ensure that you pick one that will be able to grow with you.
Getting the business elements right means that you are treating the blog as the business and marketing tool that it is rather than as a piece of technology divorced from the company’s aims and requirements. Getting the business part right means that you’ve planned your objectives and aims for the blog, know how you intend to promote it (including with social media tools in place) and have answered the 3 key questions in the planning phase which are:
- i) What do you want the blog to be used for
- ii) Who is your target audience and what do you want to attract to your blog
- iii) What you want to achieve with it and how to measure that?
4. Layout and Graphics
The so called “look and feel” layer focuses on how the blog will be laid out and takes into account not only the graphical elements and branding but also how the layout and structure can reflect the goals of the blog and the company. In addition, the layout should support the business goals by ensuring that the key “real estate” areas are used as effectively as possible and navigation remain intuitive and compelling giving a “stickiness” to the blog.
Finally the content is ultimately where your ongoing focus needs to be, with all of the other elements essentially being there in place to support and market what you write about. This is of course the key part which needs to have our ongoing focus since all of the other elements will ideally be planned and implemented in the planning and preparation phases.
While the content element does rightly get the lion’s share of our attention and much of the online advice on setting up and writing blogs, the content will only work to its full potential in a blog built with a foundation of the other elements outlined above. They are what ensures that the content is correctly focused, distributed, read and shared – essentially delivering you a successful blog in the process.