The purpose of a blog is not easily defined, and every business should have its own set of documents describing the purpose, aims, objectives and intent of their own company blog.
When documenting the purpose of your blog be sure to have your business plan handy, as the company purpose, aims, objectives and intent will be used to describe the purpose, aims objectives and intent of your blog.
|Document your blog and change your attitude to blogging|
Once you have taken the time to document the purpose, aims, objectives and intent of your blog, you will find it an awful lot easier to write clear instructions for your content creators , and ensure that the content that they create and assemble is more suitable for your intended target market audience.
Your blog is not a sales house, and you should not be pushing sales within your blog, but rather sending viewers to your sales pages within your web site, from blog posts that form part of your sales funnel, or pages within your blog that are dedicated to sending visitors to specific landing pages within your web site.
You should have a blogging policy, and a set of documents describing the purpose, aims, objectives and intent of your blog. This set of documents should also descibe where your blog fits into your totsal marketing plan, along with who is in charge of the SEO issues, and how these are integrated into your web sites SEO issues, as well as how your blog will be integrated into your social media marketing tactics along with the marketing roles played by
1) your web site
2) your blog
3) your social media tactics
4) your offline marketing tactics and staregies
Besides direct marketing, content marketing, link building and SEO (Search Engine Optimization) issues your blog should also play a number of other important roles in many other areas of your business including but not limited to
- public relations issues
- after sales issues
- customer education issues
- community building issues
- business networking issues