Small businesses can improve communications through blogging

Small businesses should turn to blogging to help with their internal and external communications, an expert has suggested.

Nick Baggott, founder of Navigate Consulting, said that those on tight budgets should set up a blog as it is a very cost-effective way of communicating.

He said there was a marked difference between a blog and a website, as the former is about reputation management, shared opinions and a much more personalised view, while the latter tended to be a more official way of promoting products and services.

Mr Baggott also noted the importance of updating a blog regularly to keep traffic coming in and to improve search engine rankings, but he stressed that all content should be engaging, not incidental.

A report from EPiServer entitled ''The Engaged Web'' indicates that 40 per cent of businesses operating online also had a blog, but only 34 per cent of these were regularly updated.
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