Business Blogging is a strategic application of publishing (publishing articles on a blog) to support the marketing and communication goals of an organization. It retains the core attributes of the regular blogosphere – regular content publishing – but adds a systematic, results-oriented and keyword-driven approach.
Conceptually, a business blog serves as a central element of inbound marketing. Its function is to attract organic traffic from search engines by creating useful, educational and relevant materials that are optimized for the keywords searched by the target audience. It works to establish authority (Thought Leadership) on certain topics, positioning the company as an expert and a trusted source of information.
Successful business blogging requires that content be created with a clear understanding of the consumer’s journey (Buyer’s Journey), by providing opportunities for further action (Call-to-Action). This could be a resource download or a newsletter subscription, which turns an anonymous visitor into a potential customer (Lead), thus providing measurability of marketing effectiveness.