Add A Blog That's Not a Blog
by Dave Maloney
You can't be found in Google for words that aren't on your site. If you want to be found for certain words or phrases, you need to add them to a page on your website. The best way to increase your chances of being found in search engines is by adding more content. The easiest and most effective way for you to add fresh, new and exciting content on your site is with a blog. If you don't think a blog would work for your type of business or audience, or maybe you already have a blog on your site but are in need of another method of adding more content, here are a few suggestions for using a blog setup - but not a blog.
How can you make a blog not a blog?
Just change the name of your blog from "Our Blog" to something else, and then technically it's not a blog anymore! You could name it "Media Room" or "News" and write posts about what's new in your business or industry. You can make it a Press section and set up each blog post to read like a press release. You can make a blog into your "Product Updates" department and write posts about your various products or services. How about "Upcoming Events" if you host seminars or any kind of functions, even tradeshows your company will be attending?
While the guidelines for a traditional blog are "don't hard sell or talk about yourself, educate and/or entertain your audience, or you'll push away your readers", a "not a blog" blog gives you the freedom to brag about yourself, your products and services and your business as much as you want. Add a "Case Studies" section to your site to promote how great you are with some of your previous success stories.
Why blog content when you can just add new pages?
Sure, you can just add new pages if you know how; content is content. But a blog is designed to make your life so much easier: you don't have to get with your IT guy to upload new posts to your server, and you can schedule your posts to go live on a certain date, etc. Most blog platforms can be set up with sidebar options to make it simple for your readers to browse through your various posts, sorting by date, by product, by type of event, you get to choose.
And don't forget, the other most important part of this whole inbound marketing thing: you're adding the content to build an audience, an online community. Social media sharing tools and buttons are built into your blog mechanism, and some blogs can be configured to automatically launch your latest press release or product update to Twitter, Facebook, etc. Also included is an option for your readers to sign up to subscribe to receive your future newsblasts... all you need to do is just keep adding content!
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