09 Aug Business Blogging
I guess I”m a business blogger because I blog about issues
connected with my work and I’m keen to reach potential new clients who may find
me through this blog. However, there is a fine line to tread when blogging in support of a business model. For me, a blog has to have an informal but authentic voice and this may sometimes conflict with the formality of most business’ internet presence.
Since I run a consulting business blogging is a natural extension of my work sphere – and for me at least its a useful way of capturing ideas and exposing them to the world without actually incorporating them into a formal website structure. However, I’ve noticed over the last few months, that while my website languishes with few updates my blog is much more dynamic. This has caused me to re-think the balance between my site and my blog. Clearly what I need to do is to integrate them – seamslessly. Is that possible?
I see it happening along the following lines:
1. A topic of interest to me (and probably my network) comes up so I create a blog article on it.
2. This creates a seed around which further ideas can grow. It also means that people searching around this topic may find my site.
3. If my interest in the topic develops further I may create more blog articles.
4. Eventually I decide to incorporate some service or product as a direct result of increasing interest in the topic. I then create a new web page describing the new product or service. I could probably use some of the actual text from my blog articles but the more likely scenario is that I create a new web page which then links to the blog articles for additional information on how and why the product or service has come into being.
Effectively, I am innovating and doing NPD online – transparently.
This integrated approach isn’t completely new but I struggle to find businesses that do it well – that maintain a balance of authenticity and still promote their business effectively. The following are some examples that are exploring the concept:
49 Folders – more a blog with a commercial edge (and it’s all done in TypePad)
English Cut – still my favourite – simple, but it just speaks volumes for the authentic approach
Gurteen Knowledge – David Gurteen’s site integrates everything, so much so that it’s really hard to navigate your way around (and tell the difference between comment, articles, products etc.)
If you have any examples of good web site and blog integration please post a comment with a link.
I’m currenly playing with some new designs for my own site – maybe I’ll share some of these in a later article.
No Comments