The art of blogging for business

How could a blog work for you and your business? Peek have helped businesses extract value from blogging without it taking up your valuable time, here’s how….

Before you start

Your company’s target audience requires a focused approach to reach the right groups with highly relevant content. Maintaining a blog requires a commitment of time, effort and resources. Results are not likely to happen overnight.

A quick assessment of the following is a good place to start:

How much time and money can be invested?
What are your goals?
Who in the company should participate or can you outsource it?
How will you measure success?

Your goals might include:

Better engaging prospects, customers and others.
Finding additional avenues to market your views, products and culture.
Establishing a thought leadership position on a subject

Targeting your approach

Peek will help research and identify where your audience “lives” online, and suggest that you engage in blogging activities directly related to those communities.
We’ll take a look at your competitors to see who is using a blog and if it’s working for them.

Have a purpose

Still undecided about blogging? Well, if your company has the resources to sustain its own blog with educational, non-promotional content on a regular basis, and it’s proven that your audience subscribes to industry information via that platform, you should invest in authoring a blog. If resources are tight, you can still participate in blogging by guest-posting content on other industry bloggers’ sites or making a concerted effort to post thought-provoking comments to others’ posts. Such blogs may be authored by industry analysts, the leading journalists in your market, or other thought leaders in your industry. When posting comments, we’ll always include your name, title and company URL to “stamp” your signature in the blogosphere.

Measuring Success

Measuring the value of a blog is not an exact science. Here’s how we might do it:

Did your company’s website see a boost in traffic from active commenting on industry blogs?
Where are your online visitors coming from and how are they interacting with your site?
What is the volume, tone and type of customer comments on your blog?
Do independent product reviews on your blog lead directly to sales from your website?

If it all seems a little daunting, not to worry as Peek is here to help. We can support a wide range of social media initiatives, from strategic planning and consulting to professional content production.

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