This is part 8 of a new series on how to start a business blog, and is aimed at businesses of all sizes. In these articles, I’m going to address business-specific concerns and requirements for business blogging.
Nearly all blogs have categories, labels, or tags as a means of organizing and classifying blog content. Business blogs should have categories, and at some point, you’ll need to decide what they are. Most business blogs seem to divide their content into the following general categories:
- Company news and announcements
- Tips or information on specific product/service lines, with one category for each particular product or service
- Customer success stories
- Relevant industry news and opinion (for example, a software company that specializes in network security might blog about how a recent botnet acted as an invisible spam network)
A business blog doesn’t need a lot of categories. Even for specific products or services, you only would want categories for the ones that warrant it. When you see what kind of traffic and comment activity your blog gets for certain categories, you will have a greater understanding of how your business is perceived. You can leverage your knowledge of that perception in the market to strengthen and build on your position.
Another reason to keep your initial list of categories small is to give it room to grow over time. Significant events (for good or ill) may occur in the future and might warrant their own categories. New products and services will go online and might need their own categories. You really shouldn’t remove any categories (but if you have to, make sure to have your web people redirect the old addresses to relevant new ones), but it’s very likely you’ll add some new ones down the road.
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