As long as you do it right, starting a company blog can bring your business many benefits. Check out this article for useful tips on how to woo your customers with compelling content.
A corporate blog can be a valuable (and cheap!) marketing tool for your business. It will allow you to keep your customers up-to-date, become more accessible, and increase customer satisfaction, all while building your credibility. However, simply creating a blog and sharing funny pictures of cats every now and then won’t do you any favors. You need a strong strategy in order to build a community around your blog and keep visitors engaged. We have some tips that will help you craft quality content and build an outstanding company blog.
Establish a Content Theme
Start by determining who your target audience is and what they’d like to read about. Think about the subjects you would like to cover, the general tone of the articles, and come up with a set of editorial guidelines that should always be followed.
For instance, if you’re running an insurance company, you can cover several insurance topics and share tips that will help readers select the best insurance for their needs, all in a more serious tone. On the other hand, if you’re running an online shop for dog treats and supplies, you can start a blog targeted to dog lovers with articles written in a friendlier, more conversational tone. Your posts should provide pertinent information for potential clients who are intrigued by your industry.
Designate a Blogger or Blogging Team
If you want your blog to succeed, you need to invest some time and resources into it in order to help it grow. If you have serious writing skills you can try blogging for yourself – otherwise, it’s best to leave the job to someone more experienced.
Assigning the task to someone already with the company who is familiar with your workflow can be a good idea. If there’s no one who fits the criteria, you can hire a professional content writer or contract the services or a marketing agency. Either way, make sure they clearly understand what you want to accomplish with your blog and are willing to respect the guidelines you provide them.
Make Sure Your Blog Has a Voice
A corporate blog is the perfect tool to humanize your company. Don’t use it solely for PR purposes. Instead, give out advice, write “how to” guides, and let the visitors learn more about your values. Encourage your writers to avoid the trap of the monotonous corporate tone and to use their own writing styles.
Focus on starting a conversation with your users and make sure to branch out from time to time. For instance, Proxy Networks is a company that offers remote control software solutions. They run a blog that’s generally about how to use this type of software efficiently. Recently, however, they had an article about how to survive the zombie apocalypse with remote access software, which showcased their lighter and funnier side.
Nothing questions your credibility and dedication more than a blog that hasn’t been updated in a few months. Make an editorial calendar and stick to it. Whether you post once a week or once a day, make sure your blog is consistent. This way, visitors will know when to expect a new article, and will make it a habit to access your blog on those days.
Always focus on quality instead of quantity. It’s better to post two great articles every week instead of ten mediocre ones. After all, not every subject is worth writing about. Make sure the posts are relevant to your readers, as well as to their needs and concerns – this is what keeps them coming back for more.
Make it Easily Readable
A catchy title and interesting lead go a long way. Make sure that your blog posts are easily readable. They should usually run between 400 and 1,000 words. Those blog posts that are longer than 1,000 words can work, as long as you’re publishing a “how to” guide, for instance. However, make sure to use lists, subtitles, pictures, and paragraphs in order to keep the reader interested. If your post exceeds 1,000 words and isn’t a helpful guide, consider breaking it into two parts.
Your articles should also be SEO-friendly to help potential fans find your blog via search engines. Don’t overcrowd the text with keywords, but don’t make the mistake of ignoring them completely. Also, include a call to action in every post. These can be anything from a poll or survey to a link to a free trial.
Monitor Your Results
If you aren’t using a web analytics tool yet, opt for Google Analytics – it’s free and user-friendly. You should be tracking the blog’s traffic and referrals, and also monitoring which posts are performing best. Learn from the information provided by the web analytics tool and adjust your blogging guidelines accordingly.
Managing a business blog is no exact science, but keep the tips above in mind to help your blog stand out from the crowd. Also, don’t forget to update your tactics to accompany evolving industry trends!