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"A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order." - Wikipedia

Benefits

Blogging can be a great way to add a "human voice" or component to your current marketing efforts. It can greatly compliment and compliment current marketing efforts as well, by allows your core uses / customers to act as agents. These agents will possibly dive into your blog, learn about your company and products , and share that knowledge with others. They are your "free" sales people.

Before you start

Here are three major thinking points and questions you need to ask yourself before starting a new blog, called the three Us:
  • Useful: will visitors find the information useful?
  • Unique: will visitors find the same information elsewhere?
  • Updated: will visitors view information that isn’t updated?
A blog that's not updated is worse than no blog at all.

How to get going

Blogging, in all actuality, is pretty simple. Just go to WordPress.com, set up an account, make some basic customizations, and you're good to go. Never, ever use Blogger.com (they have a poor export feature and lack the ability for mass customizations).

What to blog about

A blog is not another place to post press releases. It's a something that (should) act as a two way communication tool between you and your customers. Use it to post updates, news, pictures from corporate events, great things you find around the internet, etc. One company that does this very well is Quicken Loans. Their award-winning blog is http://whatsthediff.com. Rarely do they even actually talk about their own "stuff."

This wiki entry was added by Dave Rigotti (@drigotti on Twitter), an honors student at The University of Toledo majoring in entrepreneurship and marketing. Dave is also the owner of Freezing Hot, an Internet marketing company that services clients nationwide.