Blog or news, which is right?

Marketing

14 March 2013

Many of our clients tell us they want a blog, news section or both. Most want to have a blog because “blog” is a buzzword and businesses want to ensure they are keeping current but it’s important to know the difference between the two and which one is right for your company.

Here is what you need to know about the key differences between having a blog or news section on your website.

A News section should feature facts about the company and is where you announce information very specific to your company, such as:

  • New product lines or services
  • Staff announcements
  • Upcoming events
  • Recent achievements or awards

Basically think of the news section as a press release area where you can present your company in the best possibly light whilst strengthening your brand!

A Blog section on the other hand is a place to discuss topics relating to your industry and not just the company. “Blogging” allows the author to share their thoughts with the world at large allowing a company to position themselves as a key voice or leader in their field. Essentially you should share your thoughts, opinions and reviews on any and all topics relating to your industry with the aim of providing useful and interesting content to your target market. Examples of what you can do are:

  • Review products or services relating to your industry
  • Provide guides on how to use your products/services
  • Discuss the latest industry trends
  • Announce sales, competitions and promotions

For a blog you should ensure you promote open discussion and sharing via social networks as this aids in the promotion of your content, driving more traffic to your website.

Whichever solution is right for your business make sure you remember your target audience and use the right tone. A blog should have more of a personal tone whereas a news section should be more official.

Having a blog or news section is a great start but content is king so you need to regularly update this section with new articles to keep your audience interested and establish your business as always up to date. If you don’t post articles on a regular basis then your readers will seek out another website and you have lost a potential customer.

Also, adding this section to your website increases your Search Engine Optimisation which will increase your ranking potential (see What is Search Engine Optimisation (part 1) – Essentials explained).