Your website is the front door, your blog is the board room table

I often get the question posed by businesses of many different sizes about whether a blog should be a part of their business strategy.

Blogs have been hyped up for many years as everything from the doom bringer of traditional media to a lead generation tool for small business, however in recent years they have been downplayed in favour of the fresh buzz surrounding newer tools such as Facebook and Twitter.

Now that the dust is settling I think we can really take a clear look at what role each tool can contribute to the overall marketing and brand strategy.

From my experience with managers of businesses large and small with a plethora of different target audiences I have noticed two prevalent issues.

  1. Brand managers aren’t sure if blogging is a fit for their organisation and their customers
  2. Most brand managers and consumers have no idea what the difference is between a blog and a website.

This is not necessarily a bad sign but rather a sign of the lack of knowledge of a still relatively new and misunderstood tool for business.

Let’s be real here, a blog is not mystery bottle of social media magic, it is a part of the web and often would be indistinguishable from what we know as a ‘website’ to the average internet user. Blogs can take on many different forms and functions and it is misleading to group them as tools such as Facebook and Twitter.

In fact a blog can be an important way of satiating Google’s indexing algorithms need for frequently updated content raising the traction of the rest of the website.

The way I typically explain the differences between blogs and a corporate website are:

Your website is the front door, your blog is the board room table

The most common differences are

  • Frequency of content
  • Tone of content
  • Interactions with readers

A blog allows businesses to frequently update visitors on new developments, articles, tips and even new products or services as often as they need to with little to no marginal cost and limited knowledge of the technology. For small businesses they can effectively become their own publishers.

The role of the website is often a destination where visitors can quickly learn about the products, people and services behind a company however that only serves to answer the ‘Who and What’ of the marketing mix. The blog is where people go when they ask “Yes, I can read your marketing copy but what you guys really do?”

A blog is an important part of the marketing mix where businesses have the most creative control of the medium to really flesh out their brand identity. Business can use it to leverage media mentions, interview members of their community and share their expertise of their product and industry.

The expertise, tips and updates, branding and open door invitation conveyed through a corporate blog are not isolated solely to blogs. If implemented appropriately, it is just quality content displayed on a different medium however the majority of users will not look for a blog, they will look for good content.

The question is not, should my business have a blog?

The question is – does our business have knowledge to share or a story to tell and would our clients appreciate our expertise?
If the answer is yes, then a blog can be a viable solution to reach out to more customers, increase traffic to your online presence, retain relationships with your customers and increase brand awareness.

Photo credit Industry is Virtue

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19 responses to “Your website is the front door, your blog is the board room table

  1. Excellent post, Andrew.I think the largest difference between blogs and websites are how quickly they are indexed by Google. This means that any business, professional or individual can publish pages to the web and have it showing up in Google search engine response pages within a few days, virtually for free. Large companies who only have a website presence on the web have to incur heavy time & financial costs to change or add to their website.Each blog post and page is indexed separately by Google (filling the search engine response pages), so that you can have more control over what people will see when they Google you or your business.If you're not ready to start a blog yet, you can also get your feet wet with a “Commenting Strategy”, where you actively leave comments on relevant blogs and engage in conversation and professional networking, digitally. Leave a link or professional advice where it is relevant and welcomed. Participating in this type of digital networking or will fill Google SERPs (Search Engine Response Pages) with content you create & contribute to the blogoshpere, networking you with your industry's forward thinkers and early adopters.When you're ready, your blog/website can become the hub of your business online, with comments/links and your business' social media profiles on Facebook, LinkedIn and Twitter acting as marketing tools that promote and market your blog as a valuable resource in your industry and for your clients and supply chain.DH Partners Media Planning

  2. It is very informative. Thanks for sharing this piece of information. I think if the content you offered is important or interested enough, people will be willing to spend time on the surveys that they have to answer ahead.For example, if you are offering online video clips people are keen to watch online or download, it will make better motivation.

  3. It is very informative. Thanks for sharing it.I'm new to the blogging business and looking forwards to learning how to conduct marketing research on different social media like Twitter. What you've offered in your post is very helpful. I'd love to learn more about this topic. I've bookmarked your blog. Looking forwards for your new posts. Keep working

  4. You obviously put a lot of work into that post and its very interesting to see the thought process that you went through to come up with those conclusion. Thanks for sharing your deep thoughts. I must admit that I think you nailed it on this one.I'm new to the blogging business. I'd love to learn more about this topic. I've bookmarked your blog. Looking forwards for your new posts.

  5. Blogging is not easy at all. It requires patience, relevant skills, as well as dedicated work.I think, just as in the real life, there are no short cuts to making money in blogging as well. If you see it closely, a lot of principles that apply to other businesses apply to blogging as well.

  6. The fact of the matter is that if you have been around for any amount of time as a business, people are talking about you. Some may be good, some may be bad. A blog gives you an opportunity to take part in that conversation with your customers. A blog should be a place where your customers can learn about your team personally, about existing product and services, about upcoming products and services, and even where you exchange little personal tidbits of information that help you create that connection with your clients.A blog can also be a central part of your online marketing strategy, as you can automate blog post to automatically feed into services like Twitter, Facebook, Linked In.Research your brand at http://www.dropthemike.com

    • @mikemuise,True, it's simple to automate blog posts to feed into a variety of social media platforms, and it is a very useful way to balance Google SERPs in your favour (and drown out any negative commentary) but it should be first and foremost about connecting with customers and addressing issues that may exist.

  7. Hey, great post, very well written. You should blog more about this. I’ll definitely be subscribing.Web_mastersharecrossland-development.com

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  10. The site has blocked you from posting new comments.

  11. Thanks for the tips. I will definitely use them to boost my blog's ranking and attract more people to my online business.

  12. I remember my first days as a internet user, back when everyone had a site but no one knew what a blog was. Slowly businesses realized they needed some sort of feedback from their clients and what better way to get it if not online? I think this was one of the major reasons that led to the appearance of blogs. _________ Mathew Farney – domain

  13. I remember my first days as a internet user, back when everyone had a site but no one knew what a blog was. Slowly businesses realized they needed some sort of feedback from their clients and what better way to get it if not online? I think this was one of the major reasons that led to the appearance of blogs. _________ Mathew Farney – domain

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  15. Very nice post. I just stumbled upon your weblog and wished to say that I have really enjoyed surfing around your blog posts. In any case I’ll be subscribing to your feed and I hope you write again very soon!

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