Dictionary.com says ‘media is the means of communication, as radio and television, newspapers, and magazines, that reach or influence people.’ Let’s add Business Blogs to that mix: they can easily reach and influence people! We can probably conclude that virtually all consumers search, and thereby, they research or even interview their future purchases prior to making them. If, rather than constantly hunting for customers, businesses can simply make their practical knowledge of a specific subject [i.e. Hilton Head SC Real Estate & Community] available to those already hunting for it online than there is a very large & efficient advertorial media opportunity with a Business Blog

That’s right, a good Business Blog will evolve as media, but let’s look at how that might go.

I. Business Blog Visibility: For starters and because of a modern day [unconstrained] landscape for the distribution of practical knowledge, a business should commit to blogging enthusiastically about what it sees, it knows and it has to offer. By being on topic and consistent, this business blogger will attract attention from search engine spiders; thereby, it will penetrate search engine indexes for subject topics, keywords, key phrases. As a result, search engine visibility, discoverability, traffic and targeted consumer page views shall ensue.

II. Business Blog Brand: From here, recognition by a targeted audience as a knowledge- able, authoritative & enthusiastic provider of products and/ or service information begins to resonate. Word of mouth and/or blog may even generate recognition including from inbound linking, which can improve all of the above. Awareness, trust and an online brand with targeted consumers is established!

III. Business Blog Direct Connections: Then, via RSS and RSS converted to Email, direct connections from amongst the targeted audience emerge. And, by the way, direct to prospective buyers is the most valuable form of advertising. Again, media is a means of communication, as radio and television, newspapers, magazines and now blogs, that reaches or influences people. By using its’ Blog our business has attracted eyeballs, developed brand & trust and [now] generated direct subscription.

In effect, our business has partly established itself as a subject specific advertorial media company. As marketers I ask you, why wouldn’t a business want this? When you consider the fact the cost of content creation, content discoverability and direct content distribution has reached negligible lows… it’s simply a smart strategy for the knowledge- rich business

For our purposes here ‘practical knowledge’ means the topics, keywords, key phrases & content that make up a web presence, but because of blogs, reliable search and RSS there is nothing stopping a business from creating and then distributing any and all of its’ useful knowledge direct to those who want and need it. It’s important to have a business blog solution that not only 1) calls to search engines each time there is new content created, but that supports crawling with good 2) meta data presentation, 3) internal & external linking and the 4) presentation of topics, keywords & key phrases. In addition to relatively standard 5) RSS Subscription capabilities, it should also offer visitors the choice to subscribe by email. And most important here, there should always be an enthusiastic effort to blog the useful business information that will ultimately attract a targeted audience… very much as media always has 

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.