The Business Case For Blogging: Some Notes

I’ve been invited to participate in a breakfast seminar on blogging, as part of Small Business Month – September – on the calendar of my state’s department of state and regional development: ‘regional’ meaning – all the bits outside Sydney, the state capital.

So after a chat with our region’s business advisory person who is organising the event, I jotted down some notes for her to include in the program.

It was interesting to try and condense the business case for blogging into one page – and to include an explanation of what blogging is, briefly but sufficiently to encourage local small business owners (we don’t really have big businesses in these parts) to come along to breakfast. Loading it up with stuff about RSS and other aspects of blogging did not seem a good idea.

Anyway, here’s my go at it and I welcome suggestions to improve it.

The Business Case for Blogging

A ‘blog’ or ‘weblog’ is a website which has some extra tools that make it possible for even the most non-technical person to update online content regularly, add pictures and even sound to text content and generally interact more effectively with customers and prospective customers. Blogs are very low cost in dollar terms (try between $0 and $20 a month) and can be integrated with a traditional website or set up separately. Internationally, blogs are used by Fortune 500 multinationals and solobusinesses in a new approach to marketing and customer relations.

Technorati – – which tracks the number of blogs, reported August 2006 that it is now tracking 50 million blogs: the number continues to double every 6 months, with 175,000 new blogs being created every day.

A few examples of businesses large and small, using blogs:

  • CEO and President of Sun Microsystems, Jonathan Schwartz – Jonathan’s Blog
  • CEO of motorbike company Ducati, Federico Minoi, connects directly with his customers and invites their feedback without intermediaries or spin doctors on the Desmoblog
  • Savile Row bespoke tailor Thomas Mahon has created international business through his chatty, friendly English Cut blog
  • Signs Never Sleep, weblog of the Lincoln Sign Company in the town of Lincoln (pop. 1,271), has promoted the company internationally and brought a measurable 10% increase in sales in 2005 ($35,000 of total $350,000) – as quoted in Debbie Weil’s The Corporate Blogging Book.

The rest of the page was filled up with some Australia-focused information on blogging – subject of another post in the next day or so.

Tags: blogging, Technorati, business blogging, business case, small business

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About Des Walsh

I show business owners and other professionals how to navigate the social media maze and use LinkedIn effectively. I'm an author, speaker, business coach, social media strategist and LinkedIn specialist. Connect with me on LinkedIn, Google Plus and Twitter. And to stay in the loop, get my weekly Social Business Bites.