Blogs can be a vital part of an organization's marketing strategy. The format and intent of a business blog can give authors the freedom to explore new and creative ideas not present in other parts of a business website. These ideas can spawn new innovations for marketing, as well as serve as a platform for recruitment and brand awareness not possible elsewhere in a corporate or non-profit website.
The range of possibilities with blogs for businesses are vast. It is essential from an institutional perspective to define the intent of the blog early on. The intent will help set standards and direction for the blog--and create a starting point for defining the voice, tone, goals and content strategy for the blog within the context of the larger corporate or institutional framework.
Using page titles for business blogging
- SEO-friendly page titles - If new user or (brand visibility) marketing is a blog goal, then SEO may be a vital component for page titles. Page titles are one of the most important components of SEO, and having a well-positioned title that appeals to robots and humans is important.
- Grabbing user attention from search - Stand out from the crowd within search. This may require some research before constructing headlines and page titles. Think about the search intent of your potential visitors. Appealing to queries and formatting the language to grab visitors as they scan titles and META descriptions.
- Building loyalty - Remember to not just think about robots. Try to build loyalty by writing quality content and attractive headlines for human readers. This focus on loyalty can go a long way for marketing. Building loyalty can reduce costs of capture and further marketing goals faster than new acquisition.
- Bookmark me - Remember the social and bookmarking potential of your content. By focusing on quality and attractiveness, you can position your content for bookmarking websites like Digg.com and Delicious.com.
- Be descriptive - Make sure your readers understand what you are writing about... or at least give them a clever hint.
- Be useful - Readers appreciate not always being "sold" to. Add useful content to your arsenal to meet needs of your visitors. The web is an information playground, and it pays to help others and be a resource.