There are lots of different blog software (CMS) systems out there; some better than others. Take the time to find a secure, feature-rich CMS. Wordpress is a popular choice with first-time and experienced bloggers - not only is it user-friendly (it's easy to install and use), flexible and good for SEO, as it is Open Source it's also free.
Many of the big names out there, such as Google's Blogger platform, are purely hosted solutions - meaning you can't place your blog on your own website...
Image credit: Chelsea Smile
Domains, Sub-Domains and Hosting
Ideally, you should host your blog in a folder on your main website or as a sub-domain. If necessary, hosting your blog on a unique domain is an option, though it will mean your main site doesn't get the full benefit of any links / search engine trust your blog builds up.
Never place your new company blog on a third-party hosted domain (i.e. myblog.wordpress.com or myblog.blogger.com). Not only will you lose any search engine benefit, you are also losing control of your brand.
Sort out a Strategy
Give your blog direction and purpose from the off by clarifying the kinds of topics you will be covering and the tone/style to be used. Focusing on your core specialism and not veering off-topic will help to build readership and credibility over the long-term.
Devote Enough Time
Maintaining a company blog is a manageable task but be prepared to put aside regular time slots for writing new articles. You don't need to be tied to your desk, just be able to do enough to keep it reasonably up to date.
will be contributing material for the blog and when
. Too many blogs are abandoned after enthusiastic starts.
SEO Your Blog Posts
Increase your chances of search engine traffic by properly optimising your blog posts. Use an SEO-friendly permalink URL structure, create unique title tags, add keywords into your headlines where appropriate and make sure your blog pings blog notification services. If you're using Wordpress, the All-in-One SEO plugin can make life a lot easier.
Attract new visitors by actively marketing your blog. Join blogging networks, get listed in blogging directories, feature interviews with prominent people in your field, invite guest bloggers to post on your blog or offer to write articles for other blogs.
Learn from the Experts
Take advantage of the wealth of great advice on offer from well-established blogging sites such as Problogger
. Websites like these are full of useful tips and practical, actionable pointers to help you on your way.