Think of a few of the business blogs that you enjoy reading. You can probably list the attributes that keep you coming back and interacting. There is no reason why every company shouldn’t have a corporate blog that attracts readers and provides and ROI. In fact, there are a lot of advantages to running a corporate blog, including the opportunity to increase traffic to the website and turn those visitors into leads and/or sales. One particular study from HubSpot noted that business blogs received an average of 55 percent more visitors, and 97 percent more inbound links than businesses without blogs.
If you’re thinking about creating a blog for your business website, or even just enhancing the one you already have, here are five tips for corporate blogging success:
- Appoint an editor-in-chief – There has to be someone in charge of what comes in, and what goes out. This person should create an editorial calendar, manage comments, edit posts from others, and handle the lion’s share of writing as well.
- Write to the right people – It’s wise to do some research into your customer base to figure out how to write to them effectively. Also known as persona modeling, the personas will each have their own name, background, personality and needs, and you will write blog posts that speak directly to them. Spend some time brainstorming your typical customers, some of their common problems, and how they seek out the answers to these problems. You should also identify common queries they’re using on search engines, as well as their likes, dislikes, interests, what they enjoy reading, and how they consume information. Once you have this information, devise an editorial calendar and make sure to write expressly for these personas.
- Promote posts – Once the posts are published, there should be a system established for promotion. Company goals and budget will dictate the methods, but there ought to be a system for promoting posts on the blog, including mentioning them in the company newsletter or weekly client email, pushing them through the company and personal social media channels, and talking about them with clients.
- Provide real value – Stay away from actively using the blog to market to your customers. Instead, create useful content with analyses and insight, and add to the conversation already taking place. You can do this by adding screenshots, responding to comments, slides, and incorporating video or audio.
- Optimize the blog – Posts, as well as the blog’s home page and category pages, should all include social sharing widgets for Facebook, Google+, Twitter. Other social networks worth adding widgets from include StumbleUpon, LinkedIn and Pinterest, but make sure not to add too many buttons, since this will become too overwhelming for readers. If you’re hosting the blog on WordPress, download an SEO plugin for it like WordPress SEO by Yoast. You should optimize title tags, meta descriptions, and also incorporate the necessary keywords and internal links throughout the blog. Besides what you do within the site, you should also be using analytics tools to track key performance indicators that will help to grow the blog over time.
What are your tips for successful corporate blogging?