A good blog should provide useful and engaging content for web users, while helping to build a positive image for your organisation.

The term ‘blog’ refers to a web log or type of online journal. Like a journal, a blog is usually updated regularly. Blogging software can make it easy to quickly publish content online and for readers to comment on the information you publish and respond to you and other readers.

Most successful blogs consist of a regular flow of new and relevant posts to keep people coming back. They often include tools such as  RSS feed which automatically notify people about new posts.

DigitalIQ tips

  • Online readers often appreciate it when you keep your posts short and to the point.
  • An informal and conversational writing style is appropriate for most blogs.
  • It is a good idea to allow readers to comment on your posts, as this makes web users feel more engaged with your blog. You should try to read and respond to the comments on your blog.
  • The issues discussed about  moderating an online forum also apply when considering moderating a blog.

What is an easy way to start a blog?

There are websites that can help you to create a blog for free. This might be important if you do not have any knowledge of web  markup language and you are not working with a web developer.

Some of the more popular of these blogging sites include:


Benefits of blogging

Consider the following possible benefits of creating a blog for your organisation:


  • You may be able to brand yourself as an expert in your industry or community by posting useful, informative  content.
  • Posting fresh or entertaining content that people share with their friends and colleagues might introduce your organisation to people who may not have heard about you otherwise.
  • It is generally not a good idea to let self-promotion be the driving force behind your blog, but you can consider talking about products or services that you are genuinely excited about.
  • When people share blog posts from your website, they are building a network of links to it. These inbound links may improve the search ranking of your site.

Some ideas for blog posts

If you get stuck while trying to think of content to post on your blog, you could try one of these ideas:

Showcase a product
Pick a product that is new, on special, or you are excited about. Write something about what makes this product interesting. Consider including an image.

Share an idea
Has something happened recently that has given you a new insight into the way that your industry or community works? Has a new product been released that revolutionises an aspect of your industry? Sharing your thoughts and analysis can help build on the credibility of your organisation.

Make a video
Video accounts for over 50% of web traffic, and you could be a part of this. Video content generally has more immediate impact than text content, and, due to this, is often more readily shared by web users.

For example, a carpentry business could shoot a video where they teach people how to complete a project like making a billy cart. The more useful or imaginative the content of the video, the more appealing it may be for web users to share. For more information on using video, see ‘YouTube, video and podcasts’.

Publish a guest post

Have you come across somebody who has interesting experiences or expertise to share? You might want to ask them to create a post for your blog. Your guest poster may receive some extra exposure, and your blog might pick up some extra traffic from people in your community or industry who recognise your guest’s name.