Where Should a Business Blog be Located?
Writing by Brick Marketing in Content Marketing
When it comes to blogging, the first step is to decide whether or not to do it. While there are many pros to blogging, the time commitment that it takes can sometimes cause would-be bloggers to stay away. For those that decide that to make the commitment to a business blog, the next step is to decide where it should be located. Should the blog be integrated into the business website or should it be its own separate entity? It’s a good question, and there really is no right or wrong answer. Every business is different.
A separate blog allows for an additional outlet to build up your online real estate. As we know, it’s important to produce quality content across the web, not just on your own website. A separate blog is a great place to do this, however it’s not an easy task. If the business blog is separate from the business site, it’s essentially like operating two websites. Since you want people to read your blog and you want it to get visitors, you will need to create a separate online marketing campaign for the separate blog that needs to include link building, content marketing, and social media initiatives that are separate from link building, content marketing, and social media initiatives for the main business website. In order to properly market the separate blog you will need additional time and resources.
If you don’t have the necessary resources to launch a blog that is separate from the website, it’s recommended to include it on the main business website. This doesn’t mean that it’s any less valuable. There are many pros to including a business blog on the website. An on-site business blog will pull traffic to the main website, which should be the hub of all online marketing initiatives. Instead of encouraging a visitor to click over to the main site, they are already there. Since the main website navigation and links are a part of the blog structure a blog visitor will be much more likely to check out the rest of the site. Another pro of a launching an on-site blog is that it’s OK to be promotional every once in awhile since the blog is obviously owned and operated by a business.
No matter where you decide to put your blog, the most important thing is that it has good content and that it is updated on a regular basis. It won’t matter where it’s located if it doesn’t provide the reader with any valuable information.
