Brand building is the only route to business success in the present global market scenario. Sales alone cannot make a business successful since they do not increase until the brand becomes a forceful tool that will launch the business into the big league. Brand building is a tough task needing an investment of a lot of time and money, and every step needs to be done right. Even then, something may hold back the branding initiative.

In such a scenario blogging may prove to be savior in helping in the branding exercise and making it successful. Blogging can help in various ways, some of which are discussed below:
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A few months back I was invited to attend, as a speaker, an event on corporate blogging where the people in the audience were mostly PR Managers for different companies in my country. Along with the PowerPoint presentation, I have decided to also give those who attended the event more information on corporate blogging through an eBook I wrote at that time.

The following post is the first chapter of that eBook, translated into English. The rest of the chapters will be also published, over the next few days, except for the weekend. Now, let’s see what corporate blogging is about and if it is the right tool for you and your business.

1.1 Blog, Blogging, Blogosphere

The term blog, contracted form of weblog, defines a certain type of website where texts, photos, audio or video content are published in chronological order, much like an online diary.

The first blogs date back to 1993 when the term was first introduced, but they only started to be used more frequently in 1998 when the first blog community, Open Diary, appeared.

The true hit of the online mainstream happened around 2002-2003, when the first blog reactions regarding the Iraq war were published and when Google acquired the Blogger.com platform, which allows any person with Internet access to create and maintain their own blog.

The Blogosphere comprises all public blogs and is defined as a community based on the theory that all existing blogs are somehow interconnected, often through blogrolls or links inserted in their content.
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I believe that educated clients, who understand your job as a SEO specialist, are good clients. That way you avoid misunderstandings, many frustrating situations for you and your client and you may work more efficiently.

A client that nods their head just to get rid of you. on the other hand, needs more time to work on, more time to explain anything and thus, you lose time that you could spend on implementing the SEO strategy. And even then, you are never sure if the client actually agrees with you or still wants to get to their own business. You simply waste time and money with that kind of attitude.

Teaching your clients about SEO

That’s why, before starting a SEO campaign, you should educate your client in SEO/SEM. I’m not talking about deep training, basic things should suffice. If you don’t work directly with your employer, but with a certain team (marketing or web design agency) you should focus on giving them a glimpse on what SEO is (and what is not).
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Many bloggers fail when it comes to building a better blog. Making your blog stand out of the crowd requires a strategy, just like a business. Even if you’re not part of an affiliate program of selling your own products through your blog, think of it this way: You’re selling yourself, your knowledge, your writings.

And if you’re selling those, in the end, what are your readers if not your clients? That’s why a reader-centric strategy is a must for everyone looking to grow his blog into a successful one.

Customer/Reader Relationship Management

In business terms, we’re talking about the Customer Relationship Management (CRM), a process that requires a good, two-way, level of communication between the business and its customers, in our case, the blogger and his readers. The role of CRM is to provide the business with more accurate information about the needs and wants of customers.
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