This document discusses blogs and how small and medium-sized enterprises can use them. It begins by defining what a blog is - an online log that is published on the internet and contains chronological posts that can be commented on. It then explains why businesses should use blogs, as they are an efficient communication tool to share expertise, increase reach, build trust and connect with customers. The document provides guidance on how to start a business blog, including whether to have a standalone blog or one integrated into a website, choosing a publishing platform, and focusing on high-quality, useful content for customers.

1. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.eu
Blogs
• What are Blogs
• Why Blogs
• How to blog
• Good practice examples
Module 7 – Tweeting and
Blogging for SMEs

2. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euWhat are Blogs
• The word “blog” is a
combination of the
words web and log.
• A blog contains text,
images, videos and
links
• Blogs became popular
in the late 1990s

3. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euWhat are Blogs
• A blog can be understood as an online log that
is published on the internet
• It consists of chronological posts, usually
viewable by everyone and periodically
updated
• Blogs often allow readers to comment on
posts

4. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euWhy Blogs
• Unlike on other social media tools posts on a
blog are more persistent
• Unlike a webpage the content is more
dynamic and is updated on regular basis

5. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euWhy Blogs
• A business blog can be used
as an efficient corporate
communication tool
• A business blog helps you to
share your expertise,
increase your reach, built up
trust and connect with
customers

6. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.eu
• A blog instead of a webpage, a blog
and website or a blog integrated on
the webpage?
• Find a suitable software e.g. hosting
platform
• Integrate the blog in your
communication strategy
• Post attractive content
How to blog

7. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
Decision:
• Whether you want to have a separate blog in
addition to your webpage
• A blog instead of a webpage
• Or a blog integrated on your webpage
This is most of all a strategic not a technical
decision!

8. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
A separate blog in addition to your webpage
Feasible if you want to clearly separate the webpage content and
blog content
A blog instead of a webpage
If you do not have a webpage yet. It might make sense to use
your blog as a webpage and integrate static information
(address, opening hours, field of business etc.)
A blog integrated on your webpage
Use an area on your webpage for your business blog. Often
recommended as first choice

9. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
Either you sign up for a blog-publishing service or you host your
own blog on a server.
Blog-publishing service
• is easy to use, however
• often you have to pay for additional features, it might seem
unprofessional, you have to follow the rules of the service
Hosting your own blog
• is professional, gives you freedom, is often cheaper, however
• It is rather complicated and demanding to set it up

10. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
Blog-publishing service:
• Blogger
• Wordpress. Com
• Tumblr
• And many more
Free blog software for
hosting a blog:
• Wordpress.org
• Drupal
• And many more
If you use a blog-publishing service make sure that you use a custom
domain. E.g. mybusiness.com instead of the default address like
Mybusines.wordpress.com. It’s a paid upgrade.

11. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
• As for all communication channels the
most important thing is content
• Focus on creating high-quality content
• Publish a new blog post at least once a
week
• Be consistent, always publish on the
same day

12. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
• As a rule of thumb: costumers do not care
about you, they care about themselves!
• Do not write how great your are etc.
• Do not write too much about yourself
• Write something useful to them (e.g. solving a
certain problem, how to improve something, links to
interesting articles)
• Position yourself as an expert in a certain field

13. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euHow to blog
• Follow your communication strategy
• You could use your blog as the heart of your
social media communication, spread new blog
posts via Facebook, Twitter etc.

14. This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
http:www.learning2gether.euGood practice examples
Fiskars
http://www.fiskateers.com/blog/
Patagonia
http://www.thecleanestline.com/