虽然很多在这里ProBlogger的内容是关于“博客的商业”我经常问yabo娱乐在会上发言，并从问题的读者收到电子邮件有关企业如何use博客成长自己 - 尤其是在他们的营销工作。
Below are a 13 tips that I usually try to share with Businesses wanting to use blogging in their marketing mix.
最后 - 观看和聆听可以帮助你确定你的利基博客的关键和影响 - 这些人谁可以教你很多，你介绍的利基博客网，也许帮助您开始。
What objective of your business is your blog helping you to meet? Don’t just start a blog because it is the ‘thing to do’. Consider what channel/s of your business your blog is going to help strengthen, what goals you want to achieve with it and what it will and won’t aim to do.
当你考虑这个，你有相当多样化的目标，为你的博客，你可能会发现。这可以工作 - 但你也应该考虑可能多个博客，如果你的目标是广泛和多样。这没有什么错与多个博客，每个都有自己的着眼点和落脚点。
3. Be Useful
Good blogs meet needs, solve problems and help those who read them in some way. This doesn’t mean your blog has to be full of ‘tips’ (although tips related to how to use your products could work) but you should consider who will be reading your blog and what sort of needs they’ll have.
While being ‘useful’ might not sound like something that will convert to sales directly it can have a profound impact upon those reading your blog and your business in the long term. Solve a problem for someone and when they next are looking to make a purchase they might just come knocking on your door. Meet a need for someone and they might just tell their network about you.
4. Be Personal and Professional
There’s no single way to build a blog and no one style to have to write them in. Ultimately it’s your blog and you can develop your own approach…. BUT…. blogs do lend themselves to a personal style of communication. Your company probably already has a more static site which conveys content in the third person – use your blog (or blogs) to do something different.
Give your company a face, voice and personal touch by writing in a more personal voice, using pictures (of the author and other staff members), by showing some of the behind the scenes of your company etc. Be Human!
Try using different mediums (video, image, audio) as well as text to show your company is not just a logo and mission statement but a place where real people are at its heart.
这也的t mean professionalism goes out the door – always keep in mind that everything that goes up on your blog either potentially adds value to your company or takes away from it – keep your standards high and remember that everything you publish is effectively on the web for ever (even when you delete it it’ll usually be indexed in an internet archive somewhere).
可以使用博客来宣传产品或运行ales oriented campaigns. I’ve seen some people argue that blogs shouldn’t be used to sell – but I think as long as you’re transparent and keep your posts useful ‘sales’ related posts can work. The key is to make the post more useful than just going with a ‘sell at all costs’ attitude.
Many businesses are afraid to send people away from their blogs and end up being very insular. This ignores one of the key things that blogging has been built upon – the link. Blogging is a medium that has grown so quickly because traditionally people have been very generous with their links to other sites and blogs.
While this might seem a little counter-intuitive (sending people away from your blog) if you provide value to your readers by sending them to high quality and useful information they’ll thank you for it and be back for more. Helping people learn something, be entertained, make a great new connection, stay up to date with the latest news etc can grow your own profile and perceived expertise. It can also help you to make in-roads with others in your niche when you send them traffic and could lead to links coming back at you and fruitful partnerships.
My advice for a new blog is to aim for 2-3 posts a week when you’re starting out. In time you might be able to lift this rate to 3-4 and then move towards 4-5 in time. This way you’re not biting off more than you can chew too early and providing your readers with a steady stream of useful content.
如果你的主要目标作为企业启动一个博客是发展自己的个人资料，并添加到自己的营销信息，那么你应该避免在您的博客上投放的广告。我见过一些企业上当受骗通过出售自己的博客广告制作几元钱的诱惑 - 但所有这确实是分散注意力从一个公司，你应该是广告你的读者 - 你的。
在事物的最坏的结束时，你可以通过与像AdSense的一个系统，它允许任何公司目标广告在自己的博客你的博客上投放的广告彰显自己的竞争对手。而不是让广告与一些零钱 - 开发自己的产品和服务的内部横幅广告，并把它们在关键点上你的博客，驱动读者向你购买。
9. Determine your Comment Moderation Policy
Different companies have different approaches to moderating comments on their blog and while some bloggers can get a little rigid with their views on this – there’s really no one single rule that should be applied to all blogs. Ultimately it’s your blog and you determine how people should interact there.
我的博客上的个人的偏好是尽可能容易让他们到时评论，并允许除非诽谤，垃圾或含有淫秽语言的所有意见 - 但是你的评论政策，可能会有点比这更封闭。关键是要知道你会和不会允许提前时间，并为您的读者，提供政策某处。
Blogging is often at its best when it’s an interactive thing. Encourage comments by asking questions in post, run polls and surveys, encourage your readers with blogs to write their own posts that extend ideas in yours, run competitions, offer special discounts for readers etc.
在大多数情况下，你应该仔细考虑如何将您的博客与公司现有的网站进行整合。再有这里没有规则，它会部分取决于你的目标，但它会是正常链接到您的博客从您的主要公司网站和链接从您的博客到您的网站。In most cases you’ll probably also want to make sure your blog is on your main company domain (yoursite.com/blog will work well in helping both areas of the site to build your SEO authority) and that design elements are consistent between areas.
12. Finding Readers by Leveraging Your Existing Profile and Network
- highlighting key staff members
- state of the industry posts
- linking to breaking news in the industry
- tips on how to use products
- live blogging from industry events
The sky is the limit on both the topics of posts as well as the mediums you can use to deliver them. Keep your blog fresh by mixing them up.
What tips would you give businesses wanting to use blogs as part of their marketing mix or in some other aspect of their blogging?