When it comes to getting your name known online, a digital content strategy can be your best friend. Often, one of the cornerstones of a digital content strategy is a corporate blog, and for good reason. Here are just a few of the things a great business blog can accomplish:
- Increase website traffic
- Help your SEO
- Give you original content to post to social media
- Establish a voice for your brand
- Position you as an industry leader
- Let website visitors know that you’re an active and knowledgeable source for industry information
- Create opportunities for increased online engagement
We could talk for ages about why a blog is important for your business, but it’s not always easy to maintain consistent, quality content. Your corporate blog should be engaging, useful, thoughtful, and chock full of knowledge, and it should provide fresh and relevant content frequently. But lack of time, lack of interest, and lack of resources can leave your blog… well… lacking. While a blog strategy will be different for every business and organization, these are some basic tips that we think are relevant for anyone trying to start or maintain a successful corporate blog. These suggestions should help keep you on track and creating the kind of content your audience wants to read.
1. Get everyone blogging
Here at KEEN Creative, we know how difficult it can be to keep a regular blog schedule, which is why we’ve incorporated measures to encourage regular posting from our whole team. Writing regular blog posts is much easier if you can spread the work around. Allowing everyone on your team the chance to write for the blog will not only make the process a lot more efficient, it will also provide multiple perspectives and allow you to display the expertise of different departments within your company. No one knows your business like the people who work there, so you can expect that the best content will come from within. We know that not everyone is an aspiring novelist, so you may want to assign editing and posting duties to one person who has a knack for writing to ensure that the posts flow well and are using proper grammar. You can also create incentives make blogging more fun. At KEEN we have the shame jar for those who miss their blog week (you need to put $20 in), but your business may find positive reinforcement a more successful tactic.
2. Develop an editorial calendar
Blogging isn’t usually the top priority for most businesses, so we find it helpful to create a schedule so that everyone stays on track. If you can incorporate potential blog topics into your schedule, that will make it even simpler. It’s much easier to sit down and write a blog post if you’ve known for two weeks what you need to write about. A great way to stockpile ideas for future blogs is to hold a brainstorm session with the team (or at least a representative from each department) to discuss areas of expertise and interest. You can also use Google Trends to determine what your audience might be interested in, or use Site Search in Google Analytics to see what content people are hoping to find on your site. Depending on how often you’re blogging and how many people you’ve got writing posts, you will likely be able to create an editorial calendar with assigned topics for a few months in advance.
3. Revamp existing content
If you’re sending out a press release, chances are it contains information you’d like everyone to know. However, a press release isn’t written for the general public, and it can be a boring read. This goes for other content your company may create, like white papers, webinars, manuals, etc. Take the guts of your original content and rewrite it with a more human tone that matches the voice of the rest of your blog. Incorporate bullet points, headings, and photos where possible to make it an easier read. While you may still want to include the original content on your website in a designated section, it’s a good practice to have a version that will appeal to a wider audience in your blog.
4. Think beyond your own business (but stick to your brand)
While writing blog content that relates directly to your products or services can be useful occasionally, the last thing you want to do is turn your blog into a big advertisement. No one wants to read that. Consider first what your audience will find useful and interesting, and go from there. This may include posts on your corporate culture, posts supporting your existing partners or clients, opinion pieces on relevant current events, how-to posts, industry insight, and the list goes on. For example, if you are a local restaurant, you may find your audience would be interested in your take on the practice of tipping. However, they probably don’t want to hear about your opinion on a new car you’re planning on buying. Keep the content relevant to your audience, and remember that it’s a corporate blog, not a personal soapbox.
5. Figure out what’s working
Use Google Analytics (looking at Behaviour>Site Content>All Pages) to figure out which of your posts have performed the best. Try looking at things like page views, average time on page, and bounce rate to determine what your audience has found helpful and interesting so far. Use your social media metrics to see what’s being clicked on the most, paying attention to your wording, timing, and platform. You may want to consider incorporating a monitoring schedule into your editorial calendar so that you remember to analyze your success regularly.
Whatever you end up doing, what matters most is that you’re thinking of your audience first. Let us know if you have any tips for maintaining your corporate blog!