Until recently, blogging was seen as more of an extracurricular activity rather than a corporate marketing tool. However, in the age of SEO and thought leadership, blogging can now be an effective and fun way to promote your company, share recent events and create a platform on which to share your personality.
A mediabistro Blogging panel that we recently attended got us thinking about what we value in a corporate blog and how one can be leveraged to promote marketing efforts. Below are some tips if you are looking to start or grow your blog:
Streamline your content. Select a clear and consistent messaging strategy that is in line with your company’s industry and communications goals. Consider what those interested in your company may want to learn more about and how you can promote your company’s expertise through insightful, related content.
Create a posting schedule. The most frequently visited blogs are those that are constantly refreshed with new information to keep readers engaged and interested. Whether you decide to post twice a week or every day, create a schedule and stick to it.
Vary post lengths and styles. You don’t have to write a 1,000-word, research-heavy article every time you update your blog. It’s ok to incorporate quick thought pieces with longer, thought-provoking posts. If you’re so inclined, you can also add videos and photos to spice things up and add life to your blog.
Talk to your readers. While it’s important to keep in mind that you’re representing a company on a corporate blog, it’s also nice to know that there’s an actual person behind the words. Make sure your blog has a space for readers to comment. Use the comment section to build a relationship with your readers by responding to their questions and thanking them for reading.
Be an authority. Any blog, especially one you are using to enhance your company’s online presence, is the perfect place for you to demonstrate that you are an authority in your industry. Write with confidence and stay on topic.
If you want to check out some companies that are doing a great job at corporate blogging, here is a list of 15 blogs that are on the right path. Enjoy and good luck!