When you’re a growing start-up with a very small to non-existent marketing budget, you learn very quickly that content is king. In this case, I am talking specifically to blogging. If you are an entrepreneur and you’re not blogging, I advise you to crawl out from under whatever rock you’ve been hiding under and start blogging. If not for your business specifically, at least do it to help establish your web presence (something all entrepreneurs should focus on). Blogging is a ridiculously good way to drive traffic to any site and more importantly get customers.
There are two main types of blogging that are really effective at driving traffic, and those are company blogging and guest blogging. A company blog is your company’s own personal blog that you share content on in hopes of creating a readership. Guest blogging is when you publish your own guest blog post on other blogs in hopes of exposing your company to new readers. Both of these forms of blogging are great for driving traffic. You don’t have to be an SEO expert or Growth Hacker to use blogging to your advantage. You just have to be willing to put in the time and create some kick-ass content. Here are some of the differences between company blogging and guest blogging.
The main reason behind creating a company blog is so that your company can have its own medium to share content on and obtain a following. You usually want to link your blog directly to your company’s site, for an example of this you can check out my company Dwibbles’ blog. The great thing about creating a following on your company blog as opposed to guest blogging, is the fact that the following you acquire is all yours. What I mean by this is that all the readers of your blog have been directly exposed to your company’s site. Usually the way it works is that the more users you get, consequently the more readers you get for your blog. If you create a really great blog that drives traffic, the more readers you get, consequently the more users you get. You want to strive for the second scenario I listed and understand the difference between the two. If all your blog readers were users on your site first, that means your blog isn’t doing much but providing content for people who were already using your site. If your blog readers are exposed to your blog first and then convert to users, well then, your blog is working effectively.
Setting up a company blog is usually pretty easy and most of the time free. You don’t get much cheaper than free. You can always set up a free blog for your company using WordPress, Blogger, or one of the many other free CMS out there. I prefer WordPress myself, and that’s what Hustle & Code along with all of my companies’ blogs are built on. Here are some pros and cons of using company blogging as the main point of your blogging focus.
The purpose of guest blogging is the ability to share content and back-links on different blogs and expose your company to new readerships. When you write a guest post for a blog, the idea is to write creative content that is not directly related to your company, but mentions it in a subtle way. For an example, reference this guest blog post I wrote called 4 apps that make social media manageable. In this guest blog post I talked about how managing all your social media accounts can be an exhausting task and then I proceeded to list 4 apps that make social media manageable, with one of them being my company Dwibbles. I gave each app a fair and unbiased review. The point of the blog post wasn’t to bad mouth our competitors and make Dwibbles sound good, the purpose was to merely give Dwibbles exposure. If you read the guest blog post, would you have guessed it was a in-direct form of advertisement written by one of the companies’ founders? Probably not, and that’s the purpose. Guest blogging is a great way to expose your product to consumers with out having to stuff your message down their throats. In all honesty, I prefer guest blogging over company blogging as I had more success doing it. The thing I love about guest blogging is the ability to reach out to new potential customers with every blog post you publish. Use the following other blogs have created to your advantage.
Guest blogging is free, and in some cases you will actually be able to get paid/share advertisement revenue with the blogs. Just a word to the wise, if a blog is trying to charge you to publish your guest post on their site, you should probably avoid them. Blogs like that will post any type of content as long as the author pays. I would advise starting with the smaller blogs first to help get your name out there and get some writing credibility. Once you do that, nailing a guest blog post on a larger blog will be much easier. Here are some pros and cons of using guest blogging as the main point of your blogging focus.