Where to blog: On a website or third-party blogging platform

Where to blog: On a website or third-party blogging platform

If you have already read our blog or just follow the latest trends in website promotion, you have probably heard that both search engines, Yandex and Google, strive to ensure that professional content is written exclusively by experts.

Unique and useful content ranks easily and leads new customers well. Therefore, now, more than ever, it is important to blog and pump your specialists as experts.

At the initial stage, the question always arises: to blog on your domain and promote it there, or go to another platform? Let’s take a look at both options and evaluate their pros and cons.

And if you still think that a blog is not needed for a company, then we will try to convince you otherwise.

Why do you need a corporate blog?

A corporate blog is a great way to attract new visitors, increase brand awareness, customer loyalty and engagement, advertise new products or services, and increase behavioral factors.

A blog hosted on its platform will help to raise positions in search results by regularly updating unique and useful content, expanding the semantic core with keywords.

In addition to the above, in many areas, the blog helps users to explore in more detail the area of ​​interest to them. For example, our blog talks about internet marketing. It contains unique and useful information about website promotion, life hacks and tips on SMM, the latest trends in SEO, etc. Agree, this is the advantage: if an agency has useful free information of this kind on its website, you will choose it among competitors that have only commercial information. But you always need to remember that the quality and uniqueness of content plays a very important role: articles should be interesting and useful, and not just rewritten from the Internet.

A useful and interesting blog will definitely come in handy for everyone. You can read more about options for promoting your blog and working with comments in this article.

But before you start creating and promoting a corporate blog, you should choose where to post it. This could be your own domain or some other blogging platform. Let’s take a look at the pros and cons of each method.

Blogging on your own domain: advantages and disadvantages

Most often, companies choose their own website for blog development. This variant has a number of pluses

Popular CMS are already out of the box ready to work with blogs. You don’t need to install any plugins or additional modules. Basic functions are already available in any popular CMS. All that remains is to install a module for working with comments and likes. If you suddenly have difficulties, write to us, we will advise and help.

Design it depends only on you – choose a ready-made template for a CMS or order a unique layout for a designer, the main thing is that the overall style of the site and blog matches.

Reliability – this is your blog, and it will be with you as long as you want. The options are excluded that one day the blog will simply disappear, and with it years of work.

You are your own moderator – and the editor, in general, will be able to post any materials without regard to the rules and requirements of others, without fear of a ban or any restrictions from the outside.

Collecting statistics – there is always an opportunity to analyze how useful and attractive articles are thanks to Yandex.Metrica and Google Analytics tools. Also, if necessary, you can correct them, update or send them to the archive.

Complete freedom of action – you decide what additional features you can add to your blog: likes, comments, sharing. It is also up to you to decide whether or not to place advertising articles, publish links to partners and clients, etc.

SEO help – a lot of new high-quality content will allow you to attract customers to your site for low-frequency and medium-frequency information requests. Search engines respond very well to quality content if it is properly optimized.

But this version of a corporate blog, alas, has its own minuses:

Development from scratch – initially you will not have any audience. You attract all visitors yourself, and, as you know, it will take a lot of time to promote. Be prepared to attract the best SEO professionals and copywriters.

Large investments – personal time and money will need to be spent on design and development. In addition, working with a blog requires monthly investments: you need to constantly develop a content plan, adjust existing articles and test different content options.

Blog on a third-party platform: 7 popular options

If the blog option on your own site absolutely does not suit you, we recommend that you look at third-party platforms. We have collected 7 sites that you can trust.

  1. Medium

    The site was originally created as an alternative to Twitter, where there is no limit for a post of 140 characters. A large number of journalists, brands and popular personalities are registered on the platform. A huge advantage of Medium is that here you will find a variety of ready-made options for styling and heading, which means that you will not have to distract from the work of the in-house designer.

    Of the minuses, I would note a rather small Russian-speaking community and low traffic from Russian-speaking users.

  2. Blogger

    The platform was created specifically for the blog – you will have a site on the third level subdomain blogspot.com. Registration and management is carried out through a Google account. Pros: very simple and intuitive interface. Of the minuses, there are quite a few ready-made design options and technical limitations.

    An example of a blog on Blogger:

    blog on Blogger

  3. LiveJournal

    An old and well-known resource. And yes, it is still alive 🙂 Of the advantages – a well-known domain and brand, still a fairly large amount of live traffic, a simple and convenient article editor. Of the minuses – a limited number of blog design options, an abundance of advertising in the free plan.

    An example of a blog at livejournal.com:

    blog on LiveJournal

  4. Yandex Zen

    Yandex service where you can create a blog for both regular users and brands. Articles are published in the general Zen feed on all Yandex devices and browsers. The main advantages of Zen: you can make money on it, because interesting and popular content is monetized. In addition, the platform attracts with a simple and convenient article formatting tool, as well as the ability to leave a link to the site in the profile. We talked about adding a site to Yandex.Zen in this article.

    By the way, we keep not only a blog on our own website, but also publish useful content on the channel in Yandex.Dzen and other sites (cossa, vc.ru, spark, habr and others) – drop by and subscribe.

    An example of a blog on Yandex.Dzene:

    blog on Yandex.Dzene

  5. Postach.io

    Free service from the authors of Evernote. From chips – you can track statistics through Google Analytics, there is a mobile application for work. However, the very small Russian-speaking community confuses, and there is practically no live traffic from Russia.

    blog at Postach.io

  6. Spark

    Free platform for corporate blogging. All articles go to the general feed on the main page of the site, and once a week the authors publish a selection of the best materials. By the way, our content regularly receives an Editor’s Choice badge.

    An example of a blog on Spark:

    blog on Spark

  7. Teletype.in

    Simple and minimalistic free blogging platform. A separate plus for your own domain and the ability to track statistics. The service is adapted for high screen resolutions – for all popular mobile platforms and resolutions.

    An example of a blog at teletype.in:

    blog at Teletype.in

Advantages and Disadvantages of Blogging Platforms

Of course, a blog on an external site has a number of pluses:

This is a ready-made tool – more often than not, everything is already ready for work on the platforms, you don’t need to do anything additional: just post the article and that’s it. You don’t even have to hire a layout designer or learn layout rules yourself.

Faster indexing articles – if the service has already been promoted, and your site is only gaining momentum, the article will get into the index faster.

Promotion through the platform audience – your article will initially be seen by more people. You don’t have to invest a large budget in advertising to promote your blog.

Minimum costs – it will take noticeably less money than when setting up a blog on your site.

However, the ointment also has its own fly in the ointment. Of disadvantages the following can be noted:

You are always limited by the boundaries of the site – you need to adapt to the rules of each platform. Alas, such platforms are updated quite often.

Limited toolbox – you can use only those tools that are on the site. It is either impossible to do something new, or you will have to pay money when switching to a more pumped tariff.

Advertising – if you have a free plan, then on some platforms users will see someone else’s ads in your posts.

Chance of losing your blog – there is always a risk that the platform can be hacked, sold and simply closed. Then you have to re-create a new blog.

And if you don’t need a blog, but you still want traffic?

As an alternative to a full-fledged blog, start by publishing individual articles on thematic and specialized platforms – Lifehacker, Habr, Vc.ru, etc. This will help build brand awareness, drive live traffic to your site, and have a positive impact on your link profile.

If you don’t know where to publish your texts, or what to write about, we have rates for article promotion, where we will select sites that are relevant to your site, and write the article ourselves

Conclusion

If you have the time and money and are determined to consistently publish unique and useful content, I would recommend starting a blog on your own site. This will help expand your audience reach, attract new customers, and help drive traffic.

For personal purposes or for rare publications of marketing articles about a company, an external blogging platform will become more convenient tools. And which one is up to you.

If you decide to promote your blog, but do not know where to start, contact us: we will help you with promotion, drawing up a content plan and writing interesting, optimized articles.

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