Many of our clients tell us they want a blog, news section or both on their website. It’s common formany to opt for a blog simply because “blog” is a buzz-word, but it’s important to know the difference between the two and which choice is right for their company and which choice will have the best impact.
I’ll break it down for you.
The News section of your site should be a factual timeline of your company. This is where you announce information very specific to your company, such as new hires, upcoming events, or changes to your service or product offerings. You can think of your news section as an area for press releases. Just be sure to present your company the way you want people to think of you: your brand.
Announce new products, services or offerings
Announce recent achievements or awards
Announce upcoming events
A blog serves as a space to discuss pertinent topics to your industry, not just your company. This area of your site allows you to be a thought leader within your industry and should always encourage open dialog and integration across social platforms. Blogging allows you to share your thoughts, opinions and reviews on a plethora of topics, just make sure to keep it interesting and relevant.
Informative – teach how (easy it is) to use your product
Editorial – offer opinions and reviews about topics related to your industry
Promotional – announce upcoming sales, specials or contests
Remember your audience and your point-of-view. Your News section is generally going to be more official, and your blog should have a more personal tone. While it is often expected to announce the author of a blog post, that isn’t necessary for a News post. Additionally, while blogging should always allow discussion through comments, a News section usually doesn’t.
Hopefully this clears up the difference between a blog and news, but there’s one very important thing to keep in mind: you have to constantly update them. Merely having a blog or news page does not make it worthwhile, and not keeping them fresh can actually send a negative message. Constantly posting blogs or news keeps your company in mind and establishes that your company is always up to date. Not only that, keeping it fresh makes a significant impact on your Search Engine Optimization!