When the blogosphere was beginning to catch fire, like many of our clients, I was getting very excited about starting a blog. We were installing blogs for our clients and showing them how to use their shiny new blogging tool. What we did not teach is that you must blog often, or not blog at all. This is much more obvious today as blogs are visited, trusted and relied on by millions of users.

No matter the topic, a good blog should always lead to good marketing. Whether you are promoting your company or yourself, blogging should draw in visitors like a trout to a caddis fly. Interesting content will not only put you on Google’s radar, but will also give users a reliable place to learn more about you, your company, your area and your website.

So how do I begin to build a good blog you ask? Well, think about marketing. One of my favorite blogs is on a local ski resort website. The purpose of the website is to sell lodging and activities to people visiting the area. However, the blog does not just discuss “heads in beds,” rather it touches on personal stories of the blogger, cool ski runs, dining experiences and a whole slew of different and interesting topics. It's personal and authentic. It gives me an “insider's perspective” on the resort. It makes me want to come back to see what the blogger will be writing about next. And thus the website has evolved as not only a resource for skiing and lodging options, but also for in-depth information on the resort as a whole.

More often than not, new bloggers think they should only write about what they are trying to sell, and that is not true at all. How often can you talk about lodging (boring)? It is important to write about everything and anything that you are experiencing. Tell your story, keep visitors interested in the place, the experiences and all the new and cool things that are happening to either you or your area.

So don’t get caught up in only what you are trying to sell. Good marketing should give people the entire experience – not just the product. Let your blog liberate you to share yourself, your town, your product, your experiences and thoughts. These will in turn captive your users and keep them coming back for more.

Robyn Scherrer
Account Manager