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Article

Title: The Blog Boost

Author: Bannan, Karen J Article Type: Product Analysis
Source: BtoB, v93 n2 p16(2) Publication Date: Feb 11, 2008
  ISSN: 1530-2369
URL of Publication: http://www.netb2b.com

Blogs have become a great way for companies to not only provide inexpensive content about themselves, but also to increase their visibility on search engines. Compared to other marketing tactics such as print or banner ad campaigns, blogging is quite inexpensive, but it still requires a significant investment in terms of resources and commitment. In order to have a successful blog, a company must be willing to update it regularly, allow moderated comments (that should be responded to within 24 hours), choose a good publishing platform and provide engaging, compelling content. Search engines look for sites that are updated frequently with current news and good solid material, and they pay close attention to keywords. Because of this, using relevant key words in a blog is extremely important. Search engine optimization tools can be helpful in improve a company blog's search engine ranking. Equally important to creating a successful blog is to put forth an authentic, passionate voice. Once a company blog is created, it should be advertised and made available in as many places as possible.

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