You have decided to step up your marketing and start a blog to post content. Before you begin, since this is a long-term strategy, it’s wise to make an informed decision about where to host your content to get the most benefit from this effort.
The best place to publish your blog is WordPress. Despite many other platforms on the market, it is still the preferred platform for blogging around the world.
What if I don’t have a WordPress website and I don’t want to switch platforms?
There are many other website platforms that can work well for your promotion business. Maybe you have an eCommerce site, or a template-based site like Wix, Weebly, or SquareSpace, or it’s just an industry cookie cutter site that you’ve upgraded.
Most of these web building platforms offer a blog feature that you can use. But you should not use them for your blog.
Why not use the blog feature that comes with my site?
First of all, you want to think about your long-term business goals. Chances are your business will evolve, as will your website. As you grow, you may find at some point that your current platform doesn’t support taking your business to the next level, which happens more often than you think.
If your content is hosted within the platform, it will be almost impossible to transfer it to a new site. If you’re on WordPress, it won’t be a problem.
You really can’t afford to lose such an important business asset. And it’s not just the content itself, but also the online footprint that your content creates.
The thing about these types of templated websites is that they don’t actually own them and they don’t have any control over them. If you ever decide to move to a different platform because you are ready to make a change and require a new website, you will lose all the content you have created and all the SEO juice that content has produced.
It’s important to know that if you’re going to be in business for another 10, 15 years or more, you can be sure the technology is going to change. The best way to avoid losing your content is to create your blog on a WordPress platform and “attach” it to your main website via a subdomain or subdirectory of your domain. I know this sounds technical, and it is, but it’s really not a big deal for your webmaster or hosting company.
If your domain registrar tells you it can’t be done, consider switching providers. You can leave the site where it is and simply transfer the domain somewhere else. You must be in control of all your properties, including your domain, so the services you use must serve your business.
The WordPress Advantage
WordPress started out as a blogging platform 20 years ago. It has evolved and grown to be the most flexible platform out there, allowing businesses to grow and never have to change website platforms.
I started using WordPress around 2008 when I started a blog for my distribution business, not that I knew what I was doing. Over the years we redesigned our website several times and never lost content. Our positioning, which our content helped create, was one of the factors that contributed to the successful sale of my business.
Remember that all that content you are creating becomes part of the assets of your business and, as such, you must protect it.
I hope this has been helpful. If you need help setting up a blog, we’re ready to help!
This article was first published on the Action Marketing blog. Action Marketing specializes in SEO and strategic digital marketing for distributors. For more marketing articles, free webinars, and guides specific to the promotions business, visit the Resources section of ActionMarketingCo.com.