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| Michael Porter, of Harvard Business School, advocates sound business strategy |
Effective blogs for business are taking the place of many communication formats. A blog strategy is useful in planning, developing, and optimizing a blog's message. A strategy is also helpful in overall design, promotion, and management of resources. A blog strategy can be in line with the overall business strategy or with a marketing strategy. It can also have a strategy all it's own, improving communication with customers, improving a company's message, or simply explaining a product's use. A strategy in blog development is also useful to design content, focusing promotion efforts, and maintaining or changing a message as a community is built. When a blog is developed by many people a strategy helps focus their efforts. Developing, codifying (writing and publishing), testing, and finally using and optimizing a strategy gives a blog (and a communication operation in general) a high level of managing the message idea and actual development. Michael Porter, a proponent of developing business and marketing strategies, introduces strategy as:
“Competitive strategy aims to establish a profitable and sustainable position against the forces that determine industry competition.” – Competitive Advantage, Michael E. Porter, 1985
Using this description for a blog simply means making a blog as a publication, communication, or any other business tool, a “profitable and sustainable” product. This is a good starting point to understand and use strategy.