You should have a blog, but putting it on your website is like driving an El Camino. Its not really a car, and its not really a truck and doesn't really perform either task very well.
Like a car and a truck, a website and a blog are two completely different forms of communication. Each has a separate purpose, goals and navigation. You wouldn't put truck tires on a car just like you shouldn't have the same navigation for your site and your blog.
I think the problem is that people get confused and think that the website should be the all inclusive, everything in one place, end destination. The El Camino of internet communication. The truth is there are many places that you can connect with consumers that aren't part of your site. This could include Twitter, Flickr, Youtube, Social Networks and many other platforms where people already are communicating and you have an opportunity to participate. Its time to move beyond your website. The key is to understanding the purpose of each form of communication and for this post we will first look at the purpose of your website.
For many websites, the purpose is to provide info about yourself, company or product. Just take a look at your navigation. You will see things like "About US", "OUR Services", "OUR Clients", "OUR Products", "Contact US" and "News (About US)". ME ME ME US US US. And while the site is all about you, its important and necessary. Its where people go to learn about you when they have questions about you. But because people know that you built the site, they understand there is a certain bias in the info that is provided there.
A blog, however, is different. The blog isn't about you. Its about your audience. It should be written for them, and shouldn't talk about you, like your website does. Scott Monty, of Ford, wrote a great post about Taking the "Me" Out of Social Media that's worth a read.
Your blog should be all about your audience including:
- Things they find interesting
- Interesting content for them
- Links they would find interesting
- Authors they should read (Like me linking to Scott Monty)
- Events they may want to participate in
Websites and blogs are two different things. Websites are for you, while blogs are for them(the audience). Don't confuse them, don't combine them and don't drive an El Camino. Step outside and participate beyond limits of your website. There is a whole world out there full of people to communicate with.
Photo Credit Jesse C. Smith