Content is king and there may be no better house for a king than a corporate blog. With content driving digital marketing, branded blogging is essential, especially for businesses looking to build an audience. Just having a blog though doesn’t ensure any benefits to business. Careful consideration should be given when it comes to chosen topics and post frequency. We’ve created a list of do’s and don’ts for best practices for a company blog.
- Do Create Meaningful Content
- Do Be Mindful of the Length and the Reader
- Do Use Multimedia
- Don’t Underestimate the Importance of Knowing Your Audience
- Don’t Use Corporate Jargon
- Don’t Focus on the Sale
- Don’t Forget to Integrate with Marketing
If you’d like to read more about the do’s and don’ts of company blogging, we’ve gone into much more detail below.
Do Create Meaningful Content
To maximize the value of a blog, it’s important to produce content with an objective in mind. Are you working towards search engine optimization or positioning members of your team as thought leaders in the industry? Whatever your goal, it’s important to establish a plan to inform your content development strategy. Coming up with great ideas on a daily basis can be challenging for anyone. So, developing an editorial calendar is a good place to start. Topics relevant to company products and services, holiday messaging, company mission and values and updates on big projects are among the components that can be included in that calendar. To hit on topics that are trending in your industry, tools like Buzzsumo and Google Trends can be a big help.
Do Be Mindful of the Length and the Reader
Let’s face it, these days most people just don’t have the attention span to get through a whole article. Most readers will skim the content quickly to determine whether they have an interest in reading it in its entirety. Concise and clear writing that includes headers, sub-headers, bullet points and a block writing style can help drive reader engagement. By breaking the content up into smaller sections, it makes it much easier to read, especially for the majority of the audience who will be reading the blog from their mobile device. Most studies done on attention span and most effective lengths for blog posts point to articles with 600 to 900 words working best.
Do Use Multimedia
Even with the most compelling content, text can be boring. Images, videos and graphics can help tell the story. This not only enhances the visual appeal; it keeps readers engaged and entertained.
Don’t Underestimate the Importance of Knowing Your Audience
Customers are the most valuable asset for any business, and businesses who blog need to know their audience and understand its needs. Creating content with these factors in mind will lead to a more engaged audience…and an engaged audience is also a loyal audience.
Don’t Use Corporate Jargon
Company blogs should be written with the target audience in mind. Language that is easy to understand and a tone that aligns with a company’s brand personality is key.
Don’t Focus on the Sale
The main objective of a corporate blog is to provide valuable information to customers and prospects about a product, service or industry trend. Avoid being overly sales-focused, but consider calls-to-action that drive a reader to explore additional information or request more details.
Don’t Forget to Integrate with Marketing
A blog is a great tool, but blogging alone is not enough to drive conversions and sales. To maximize the ROI from any blogging effort, it’s important to incorporate the company blog as part of an overall content marketing strategy. Marketing tactics including social media posts, lead generation forms and incentives will enhance the effectiveness of company blogs.
Companies from around the world are successfully using corporate blogs as part of a content marketing strategy to drive results against company goals. It’s a powerful platform, when used properly, to boost business and brand loyalty. Many companies are doing it well and have their own content creators on staff. Others use agencies like GRIT Marketing Group to create the content as a “ghost writer.” If you’ve always wanted to incorporate a blog into your marketing efforts or have tried in the past, but need more direct results, give us a shout! We’re always here to help.