Blogging
What is blogging?
Blogging is the practice of publishing regular written entries on a site of your own. For a company it is the cheapest way to answer the questions buyers actually type, to keep a domain worth crawling, and to own the explanation of a subject instead of renting it from a social platform.
Blog, blogging and business blogging
A blog is the place: a section of a site with articles in date order, with authors, categories and comments. Blogging is the work of writing and publishing regularly. Business blogging is the same work with a purpose: the articles answer buyers’ questions and lead to the company’s services, instead of covering whatever interests the author.
Example
A solar installer publishes one article every two weeks, each on a question customers ask on the phone: how many panels a house using 300 kWh a month needs, what happens to surplus energy, how to apply for a subsidy. After a year there are 25 articles. Most bring a few visits each, but three of them bring people every month who go on to open the quote page. The sales team sends the same articles to customers who ask the same things.
Why it matters for a business
Advertising stops bringing visits the day the payments stop. A good article keeps working for years. A blog also builds topical authority: Google and AI assistants show and quote a site that explains its subject in depth more often.
A blog has a cost: writing time and discipline. A blog with three posts from 2021 works against the company by telling visitors that nobody is minding the place. One article a month, every month, beats ten at once and then nothing.
What to ask
- Which questions do customers ask most often, and does the site answer them?
- Who writes, who checks, and how often can we realistically publish?
- Does every article lead to a service or a page with an offer?
- How will we measure the result: visits, enquiries from articles, positions in Google?
A blog is part of the site, so we plan it from the start of website development. We choose the topics by search demand and write them in our SEO work.