Blogology 100

A Short Introduction to Blogging
• A Blog is your newspaper column – without the need of a newspaper.
• Unlike a newspaper column though, Blog entries, or ‘posts’, usually just stay there, forever, but always moving farther ‘down’ as you write new posts.

A BLOG – a blend of the term web & log

• Also unlike a newspaper column, a Blog benefits from being a web-based entity, in that is accessible from anywhere on the planet, and also in that anyone can comment on it. You can screen and remove comments as the author.
• And speaking of the web, or as it is sometimes called, Web 2.0, where the ‘Pull’ paradigm is displacing the ‘Push’ of the older broadcasting model of marketing, a Blog provides an excellent mode of association with the author for purposes of learning and sharing – not just selling.
• Of course, having established yourself as a helpful entertaining, knowledgeable resource, people who could well become your clients will see you in a better light. And existing customers have something to send to colleagues to recommend you.
• A Blog can be a website, or it can be part of a larger website.
• Some Blogs today have more readers than the New York Times, while others are only read by the author, and maybe his mother.
• A Blog can grow into a key part of a company’s web presence if it publishes useful content on a regular basis. There is no substitute for quality content.
• The Blog Title is also important, as that is what people see when they will do a search. So remember the newspaper column analogy – title the Blog to attract readers – use humour, be a bit outrageous, or at least a bit exaggerated – GRAB their attention.
• Another device is to insert an interesting image into the first part of the Blog. A picture instantly communicates. And when you have attracted the searcher, you want to hold their attention – so start with a very interesting fact or observation. Get them into reading what you have to say.
• It is quite normal for the company Blog to be written by [perhaps with the aid of a ghost writer] the CEO.
• The Blog can be like a mini-newsletter, commenting on company doings, but much more frequently than one would publish a newsletter.
• More successful company Blogs, however, go way beyond company business, and deliver useful, interesting and timely content about trends or events of interest to the company’s clients.
• A Blog can be a good way to promote the CEO, or perhaps someone else in the company, as a subject-matter expert, who comments on developments in the field, beyond even the products of his company.
• Another excellent strategy is to read and comment on other people’s Blogs, referring, where appropriate, to a recent post of your own.
• If you have written articles for SEO purposes, there is no problem in extracting large sections of those articles for Blogging purposes. The articles are much more static and are sent to different places and searched for in different ways.
• Indeed, Blogging is a must for SEO, as each post can contain a link back to the company’s main website. And due to frequent updates, the Blog will be better noticed by search engines.
• Companies usually want to host their own Blog within their domain. This allows the Blog to have a simpler and better-branded URL. If the company website is, the Blog might be just, or
• WordPress and other services will host Blogs free, but then the URL will be You can pay WordPress to host your Blog and then the ‘wordpress’ drops off. WordPress-hosted Blogs have limitations on appearance, but this might be a good place to start. Posted content, comments, etc., can all be transferred later to another hosting arrangement.

The Web is rich with Blogs and Blogging instruction. Search on “Best Blogs”, or “How to write a Blog” every once and a while and you will be rewarded. But the best reward will derive from your own consistency and talent, as you see you readership stats go up over the months, and comments coming in. Then you know that your Blog is being talked about, generating that word-of-mouth awareness that money can’t buy.

Happy Blogging!