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Web Tips: To blog or not to blog, that is the question

Is blogging a waste of time? As a manufacturer, can you monetize a blog? Is blogging hard to do? All good questions and the answers are no, yes, and no.


March 17, 2011
by ANDREW SHEDDEN

Is blogging a waste of time? As a manufacturer, can you monetize a blog? Is blogging hard to do? All good questions and the answers are no, yes and no.

Blogging is a great way to market your company, especially if your blog provides ideal prospects with solid educational content, relevant resources, and commentary on applicable industry trends and events.

The best way to monetize an industrial blog is to provide your readers with content that helps them at the earliest stages of their buying process. Your blog should also have a slant or voice and some edgy, but reasonable opinions.

Blogging is actually easy to do, even if you are not very technical or computer savvy. (See an example of my new industrial marketing blog, Industrial Marketing Insights.)

When structuring your blog you need to have a series of categories. They should be logically arranged so readers will find the blog entries (posts) that interest them most without having to go through all your past posts.

For example: if you are selling drill presses you might have the following categories: Drill Presses, Drill Bits, Accessories, Bench Top, Floor Standing, Safety, Productivity, Wood, Aluminum, Other Metals.

You can also add tags to keep the number of categories down to a manageable level while including more searchable detail. So a post about a particularly useful laser light that’s in the “Accessories” category would have the following tags: laser lights, recommended accessories.

Next Web Tips: The best blogging software.

Andrew Shedden is the president of Broadfield Communications, a marketing consulting firm that makes it easier for companies to grow their revenues. For free marketing communications resources visit http://www.broadfieldcommunications.com.