Building Business Connections by Blogging

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  • 0:03 Blogging for Business
  • 0:29 Benefiting from Blogging
  • 1:21 Building Business Connections
  • 3:15 Lesson Summary
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Lesson Transcript
Instructor: Roxanna Coldiron

Roxanna has a master's in media management from The New School and a bachelor's in Communication from Hiram College.

Blogging provides a powerful tool for building business connections. Find out what businesses need to know to create a blog that helps business owners to build connections online.

Blogging for Businesses

When you search for information on the Internet, you're likely to run across a blog. A blog is self-published content for reflection, promotion, storytelling, news, or press announcements on an individual's or an organization's website. Blogs have become a popular mechanism for sharing information and reaching an audience. Many people have been able to turn their passion for blogging into viable businesses.

Benefiting from Blogging

Organizations have also discovered the benefits of hosting their own blogs. For businesses, a blog can be a powerful marketing tool. A business can post press releases, showcase the company's expertise by giving useful advice, and share interesting facts about the company and its impact. A company blog provides something for its clients to share online and for people to learn more about its business.

For that reason, it isn't enough to just have a blog. Content matters. According to a 2013 survey from the New York Times, 94 percent of shared blog posts that were shared had been considered 'useful' by the people sharing them. Think of the business blog as an additional resource for clients and for other businesses. Business blogs can be useful if the business writes about what matters to its clients as related to the type of business or the product sold.

Building Business Connections

After a company has developed a strong blogging strategy, it can build connections for its business. Business blogs should do the following to set the groundwork for making connections:

First, utilize search engine optimization (SEO) with keywords related to the business, product, or service throughout the post. However, do not sacrifice the quality of the article by filling it with keywords lacking in accurate and coherent content to back it up. The blog post still needs to make sense. Remember that the blog might be the first introduction a connection might have to the company, and first impressions still matter.

Second, blog on a regular basis. Businesses need to determine a consistent blogging schedule that readers can count on. According to the 2013 Hubspot State of Inbound report, 82 percent of marketers who blog daily reported an increase in new customers versus those who only blog monthly.

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