Does Your Business Blog Have A Purpose?
(businessandblogging.com) 
Here at Business and Blogging Liz and I have blogged a lot about what a blog can do for your business.
Some of the ways that your business can benefit from blogging include:
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Establishing your business as an expert
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Improving customer relations
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Generating leads
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Branding
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Showing a “human” side to your company
However, none of these wonderful things will happen unless you purposefully work to make them happen.
Over at the Remarkablogger blog Michael Martin has listed 25 reasons why business blogs suck (his word, not mine). As I read through his excellent list, one thing stuck out like a black eye.
What was that one thing?
Lack of direction or purpose.
Many business bloggers create business blogs that suck because they don’t have a direction or purpose for their blog. They just blog mindlessly, without any real strategy.
If the purpose of your business blog is to establish your expertise, then your blog needs to contain posts that show that you really know your stuff. If the purpose of your business blog is to improve customer relations, then you need to make sure that your blog addresses issues that your customers are concerned about. If the purpose of your business blog is to generate leads, then you need to find a way to drive potential customers to your business blog.
Just putting posts on a business blog won’t do the job!
I’m not saying that you need to limit your blog to a single purpose. It’s perfectly fine to use your blog to address several purposes.
What I am saying is that your blog won’t achieve its purpose at all unless you put some thought into it.
What about your business blog? Do you have a purpose for it? Do your posts reflect that purpose?
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POSTED IN: Blogging, Corporate, Small Business
3 opinions for Does Your Business Blog Have A Purpose?
Michael Martine, Blog Consultant
Mar 4, 2008 at 5:50 pm
Laura, I appreciate the mention and that you felt it was worth discussing. Knowing the purpose of the blog as it relates to the business objectives is crucial to business blog success. Thanks for picking up on that an amplifying it here! :)
Laura
Mar 4, 2008 at 8:16 pm
Thanks Michael! Your post, and a question from a friend, sort of served as an inspiration for this post.
A lot of those who do start a business blog without a purpose soon wonder why their blog is doing them no good.
Business Blogging on Purpose
Mar 13, 2008 at 8:25 pm
[…] Recently Laura asked the question, Does Your Blog Have a Purpose? […]
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