If posts are comprised of only original
thoughts, a company may be viewed as a thought-leader but oblivious or disinterested
in the rest of the community; similarly, if all writing is reactionary, that writer becomes
notorious for not having anything original to contribute.
Best practices in content
Writing for a blog is a bit different than other media. It lacks the longevity of the formal
marketing language that appears on the rest of the site, and at the same time is much
looser in style than traditional media writing. While it is very much a growing segment of
the Web, and constantly under refinement, several best practices have come to light.
Be generous with links. Too many sites are stingy with outgoing links, fearful that their
readers will skip off the site, never to return. Consider this: if you pique the reader??™s interest
with a reference to another site without providing a direct link, that reader will probably
take the time to search for that reference outside your site anyway. Then they will not
have the opportunity to click back to your site, and the reference may be lost. Link profusely
and often, and the favor will be returned by others.
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