Are you is search of the perfect online brand that customers can relate to and establish you as a true industry expert and an able leader? If yes! Let me reveal you this that there are a few tools more effective blogging in the market. It is mandatory for companies today to have a strong blog presence, as they serve as a center piece of their online brand-building efforts.
It is not possible for all company blogs to be created equally. There are a certain set of questions that you should consider before setting up your blog. For example, should you establish the blog on your main domain, as a subdomain, or as an entirely separate domain? Is it better to use a blog from WordPress or from Blogger? If your company is serious about online brand management, you need to focus on the pros and cons as well.
Blog Setup on a Subdirectory
In a recent Search Engine Watch article some of the distinguishing characteristics of a subdirectory blog were brought to light. The approached mentioned in the article is adopted by most companies. But it is merely a suggestion and you are not bounded by it. The major advantage of using a subdirectory to set up your company blog is that it allows you to add regular, fresh content updates to the root domain, which in turn improves Google visibility. Also, when the blog is properly promoted, you may easily gather links from other websites and social media channels.
But there are a few disadvantages too. Using a subdirectory does not provide your brand with an additional SERP listing. If you are more interested in using a blog for branding than online brand management, this may disappoint you.
Blog Setup on a Subdomain
For those companies that focus on reputation management may subdue articles from various sites. Such blogging on a subdomain can add an additional piece of online real estate. However, it comes with its own disadvantage. It will lack in fresh content updates for the root domain. And when your blog content will get hits, it won’t add much of a value to your primary domain.
Blog Setup on a Separate Domain
Some companies prefer to set up entirely separate, “unofficial” blogs. It is considered to be a good online brand management strategy because advantages are many. With a totally separate blog, you can establish your blog as an “unbiased” or independent presence, and, if the content is really spot-on, the blog can become a respected industry resource. However, it is not easy to utilize this strategy in a way that will add up to the reputation of your brand.
Today companies are free to start their business blogs on WordPress.com or Blogger. But the question is does either of these platforms are successful in serving the company’s interests? Well, they do not necessarily do much to establish the brand as a repo and does not even add fresh content to the root domain. But they are easy. But it cannot be the only reason to go this way if your company is serious about online brand enhancement.
Akshay Agarwal
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