Blogging for Commercial Purpose: Rules for Bloggers

Commercial Purpose blogging1 Blogging for Commercial Purpose: Rules for BloggersRunning a commercial blog is a little different to running a private blog. A commercial blog has the reputation of the sponsoring company to consider. A commercial blog cannot afford to do things such as being negative about other companies or people. There are certain rules that a commercial blog poster should abide by if he or she wishes for their blog to have a positive impact on the company.
Do not be over promotional in your blog posts
People misunderstand the meaning of a commercial blog and think that it is just another platform to promote the company and its product. The truth however is that a commercial blog is something that is backed by a company and provides a service for the online community. In return the company gets plenty of goodwill and brand exposure. Being promotional is a luxury that the blog may afford the company, but only if it is done subtly and with finesse, as it will often scare off the target audience.
Make your blog of value to your target audience
The blog must have value and that value must be demonstrated within every blog post. The blog writer cannot afford to let the quality and usability of the posts slip in the same way that private bloggers can. The reader’s motivation for attending your blog is not to read the nutty exploits of a blogger, or to hear a blogger’s opinion on an issue. People read commercial blogs because they hold some form of value. If you do not produce that value then people will not read your blog.
Never be negative in your blog
A private blogger can afford to be negative, in fact some people gain their popularity through being negative, but a commercial blog cannot be. A commercial blog must always be positive because people are going to associate the attitude of the blog with the brand that supports it. You cannot risk any feelings of negativity to be associated with your brand in any way.
Do not use your blog to attack your competitors
The readers are already aware that you have a vested interest in the failure of your competition, so your credibility is gone the second you start badmouthing your competitors. You may compare your products to theirs, but you should be aware that any selling point you put across may be viewed with suspicion.
Do not put any affiliate adverts on your blog
If your blog was created as a commercial blog with the idea of using affiliate adverts, then do go ahead and use them. Otherwise, you should avoid them because they make your blog look cheap and tacky, they make your blog take longer to load, and the emphasis is supposed to be centered on your brand–not other people’s products.
Add your own mini adverts into your blog
There is nothing stopping you creating miniature adverts at the bottom of each blog post. So long as they lead to online stores that are related to the blog poster it is alright.
Link every post to your website
This is an absolute must. Your blog post is going to hold some SEO influence that is going to positively affect any page that the link points to. You must put a link within every blog post (preferably at the bottom).
Create a logo and brand your blog
This is not so much a rule, as it is good advice. If you are running a commercial blog then you should make it easy for the readers to recognize who is sponsoring and/or hosting it. You can use your company logo for your blog logo if you wish.


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3 Responses to “Blogging for Commercial Purpose: Rules for Bloggers”

  1. 3
    James Says:

    I have to agree with Ann with her comments. A feedback from customer is a good source of how well you product or your website is doing. By answering queries in the comment section, people will know more about your brand and will build up your online presence.

  2. 2
    Ann Druce Says:

    I’d like to add one more rule: Reply to comments. Whether a blog is personal or commercial, its strength lies in the relationships you build with your target audience, and comments provide a great opportunity to develop those relationships. Not every comment needs a reply, but some cry out for a response – those that ask a question or contradict what you believe. So make your blog a conversation, not a pronouncement.

  3. 1
    Ann Druce Says:

    I’d add one more rule: whether a blog is commercial or personal, its strength lies in the relationships you develop with your target audience. And for this reason, it is important to engage with them through comments and feedback on your blog. Some comments don’t need a reply, but others clearly do. If someone leaves a question, or contradicts what you believe, respond to them, and respond timeously. Create a converstion rather than an announcement.

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